Sugarless is more

Ireland’s confectionery market is evolving as consumers increasingly seek indulgent treats with less sugar and more functional benefits, Ryan Brennan reports

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Brand Central

The Irish confectionery shelf is experiencing a quiet revolution as consumers balance their love of sweets with a growing focus on health, nutrition, and functional benefits. Low-sugar and sugar-free options are moving beyond niche offerings to become mainstream choices, appealing to shoppers looking for indulgence without compromise. From high-protein gummies to functional candies with fibre, collagen, or caffeine, these products offer a smarter way to enjoy treats while supporting everyday wellness.

Irish retailers are responding with innovative ranges that satisfy both taste and dietary expectations. Products that combine low sugar with additional functional benefits, like digestive support, protein for muscle maintenance, or energy-boosting nutrients, are attracting attention from health-conscious shoppers, as well as traditional sweet lovers seeking new experiences.

This shift signals an exciting moment for the category, as confectionery brands continue to reimagine the balance between indulgence and wellness, positioning low-sugar, functional sweets as a permanent fixture on Irish shelves.

Nutriluv: A new era of Bett’r Sweets for Ireland

Nutriluv Bett’r Snacks Gummy Candy Protein

Nutriluv Bett’r Snacks Gummy Candy Energy

Nutriluv Bett’r Snacks Gummy Candy Collagen

Ireland’s love of sweets is no secret – but neither is its growing appetite for healthier choices. As shoppers become more mindful of sugar, calories, and how food makes them feel, the arrival of this new reduced-sugar gummy range couldn’t be better timed.

From Nutriluv, ‘Less Sugar’ range reimagines classic favourites, using up to 98% less sugar than traditional gummies. With just 0.7g of sugar per 50g bag, these treats prove that indulgence and balance can go hand in hand.

What really sets the range apart is what it leaves out. Many “sugar-free” sweets rely on maltitol or isomalt, ingredients known to cause digestive discomfort. These gummies don’t. Instead, they use polydextrose, a fibre-based ingredient that supports digestion, improves texture, and is far gentler on the gut. They’re also gluten-free, making them accessible to even more people.

The BETT’R Snacks range brings function into the fun. From caffeine and B-vitamins to fight fatigue, to protein for muscle support, collagen, and biotin for beauty – these are gummies with a purpose. They’re designed for modern lifestyles, whether you’re heading to the gym, the office, or just want your sweet treats to be BETT’R for you.

Adding extra credibility is brand ambassador Angelique Kerber, a former world No.1 tennis player and Grand Slam champion. Her message is simple: conscious everyday choices – what we eat, how we move – shape a healthier, more active life.

This range from Rose Confectionery isn’t just another sweet on the shelf. It represents a shift: from empty sugar to smarter indulgence, from compromise to choice. For Irish consumers who want treats that fit real life – busy, active, health-aware – this is the candy shelf revolution we’ve been waiting for.

Contact Rose Confectionery on 01 456 8064 to find your local sales representative.

VITHIT leads Ireland’s low-sugar revolution

VitHit range

As Irish consumers continue to seek healthier choices without sacrificing taste, brands like VITHIT are leading the charge in the low-sugar drinks space.

Founded by Irish entrepreneur Gary Lavin, VITHIT was created to offer a healthy and nutritious alternative to traditional soft drinks. Combining water, fruit juice, tea infusions and vitamins in a low-calorie, low-sugar format that still delivers on flavour.

What sets the brand apart is not just its nutritional credentials, but its strong Irish roots. From early days building distribution store by store across the country to becoming one of Ireland’s best-known functional drinks, VITHIT reflects the growing demand for better-for-you beverages among Irish shoppers.

With fewer than 35 calories per bottle and significantly reduced sugar compared with traditional vitamin drinks, VITHIT demonstrates how innovation can meet evolving consumer expectations.

As the low-sugar category continues to grow, Irish brands like VITHIT show that health, taste and homegrown innovation can go hand in hand.

Hermesetas delivers sweet taste without the sugar

Hermestas range

Health professionals recommend a reduction of sugar intake for a variety of reasons to improve the nation’s health & wellbeing. Increased health awareness influences consumer choice, but consumers still want great taste, too. Hermesetas sweeteners, a long-time favourite and the best value branded sweetener in Ireland, provide great-tasting sugar-sweet alternatives to sugar. It’s a win-win, with no compromise on taste, just a saving on calories and sugar intake. It’s a clever way to sweeten, but with great health benefits too.

Hermesetas have the answers and the products to help you solve your shoppers’ low & no calorie sweetening needs. Retailers just have to hold shoppers’ hands by providing pack sizes to suit each main shopper type.

It is important to ensure that you have the right range to suit each core customer group and not lose out on a significant part of the market by limiting choice. With a range of pack sizes – 300, 600 and 1200 tablets in high-tech and reliable dispensers, plus the 90g granulated – big value sprinkling sweetness in a jar – they suit all main user types & needs.

For small quantity & convenience, for personal use and often out of home, there’s the 300 tablet slimline, pocket & handbag pack. With a low entry price that’s perfect for trial, which is so important to attract new consumers switching from sugar and for those on a budget.

The larger the tablet pack, the better the value per 100 tablets. Hermesetas therefore recommends stocking at least two sizes of tablet packs for hot beverage use – the small 300 pack for convenience / out of home and low volume users, plus a larger pack for higher consumption users and the more value for money focused shoppers. The granulated version provides for all their sprinkling needs.

Help your shoppers find their way to low-calorie, sugar-free health benefits with Hermesetas Sweeteners, the highest volume and best-tasting value sweeteners.

Contact Allegro on 01 858 0600 for further information and purchasing.

WONDR Jellies shake up confectionery

WONDR Jellies Fizzy Cola

WONDR Jellies are redefining the confectionery category by delivering the taste and enjoyment consumers expect from sweets, while aligning with the growing demand for better-for-you options.

An Irish start-up, WONDR Jellies bring a genuinely new proposition to the category with high-protein, low-sugar jellies that still taste like regular sweets.

Their products are also lower calorie, high in fibre, gluten-free, fat-free, and made with no artificial colours or flavours – offering functional benefits in a category traditionally dominated by high-sugar, high-calorie products.

Their three current SKUs – Fizzy Cola, Fizzy Cherry and Sour Snakes – have been a huge hit with consumers, with a strong rate of sale in various retail outlets including Tesco, Holland & Barrett and convenience stores.

While many categories have evolved to reflect changing consumer preferences, confectionery has been slower to adapt. WONDR Jellies fill this gap by offering a product that meets modern nutritional expectations without compromising on taste.

Each 50g pack contains just 1.5g of sugar, 6.5g of protein, 110 calories, and almost 20g of prebiotic fibre.

WONDR Jellies can help to grow the category by bringing health-conscious consumers back to sweets, while still appealing to traditional confectionery shoppers.

Hytropics brings clean hydration to market

Hytropics is the new kid on the block, an RTD sparkling electrolyte drink that is championing everyday hydration and taking retail shelves by storm.

Launched by two Boeing 737 pilots, Anna Malsam and Dave Saunders, Hytropics was created to challenge a market saturated by energy drinks loaded with sugar, caffeine and artificial ingredients.

Sugar free, caffeine free and just five calories, Hytropics comes in a range of three refreshing flavours – Lime & Grapefruit; Mango & Pineapple; and Raspberry & Elderflower.

A carefully selected blend of electrolytes, B vitamins and ginseng, Hytropics is a great-tasting way to support balanced energy, sharper focus and faster recovery – without stimulants or shortcuts.

Hytropics is backed by science, designed for real life, and built to support you wherever your day takes you. 100% Irish made. For more information, check out www.hytropics.com.

Read more: Lidl Ireland commits to fibre target

© 2026, ShelfLife by Ryan Brennan

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