Leaf unveils low-calorie countline

Slimmers can buy the first guilt-free, low-calorie indulgence chocolate bar, Lo Gold, this week, according to manufacturers Leaf UK.

Leaf says it is the first confectionery of its type to be aimed at the mainstream chocolate countline market. The caramel and chocolate flavour truffle sweet has only 129 calories in each 35g bar. Leaf says this is about a third less than brands it will be competing against.

The launch will be supported by a national TV ad campaign through BMP Countrywide, beginning in March. Leaf already has a low-calorie chocolate, Lo Light, which it launched in 1989. It is worth ú9m in retail terms.

Leaf says its research shows consumers habitually buy about ten different chocolate brands.

“What we discovered was an untapped opportunity for a truly indulgent bar that didn’t have high-calorie content and the associated guilt typical of traditional richer, indulgent chocolate countlines,” says Leaf marketing manager Graham Edwards.

Lo Gold joins the competitive caramel countline market. Cadbury and Nestl Rowntree are relaunching two of their brands, Cadbury’s Caramel and Rolo respectively, to stave off fierce competition from rival Mars’ new entrant Galaxy Caramel.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here