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.

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