Sweet success
As consumer preferences continue to shift and the appetite for convenience and indulgence persists, the sugar confectionery sector stays dynamic and highly competitive. ShelfLife reports
Print21 April 2026
Health trends and seasonal demand boosted the sales growth of sugar confectionery in 2025, according to a Euromonitor report. As health consciousness rises in Ireland, consumers still prioritise taste when choosing confectionery.
The category’s resilience highlights the balance consumers are seeking between health awareness and enjoyment. Seasonal campaigns and limited-edition products continue to play a crucial role in attracting shoppers, while innovation in packaging and flavour profiles helps maintain engagement. Retailers that adapt to these trends, offering both trusted favourites and new, exciting options, are best positioned to capture sales growth. With evolving consumer tastes and ongoing demand for convenience and indulgence, sugar confectionery remains a vibrant and competitive segment, providing opportunities for retailers and manufacturers to drive performance throughout the year.
Rowntrees drives sugar bag growth
Rowntrees Sour Watermelon Flavour Lollies
Rowntrees Fruit Pastilles Lollies
Rowntrees Mango Lollies
In the dynamic landscape of the Irish confectionery market, impulse sugar formats currently represent 4.1% of the total category, equating to a sales value of €47.4 million (MAT). However, this segment has faced a decline of 1.9%.
In contrast, sugar hanging bags, accounting for about 13.8% of the total category, have delivered a robust sales value of €158m (MAT), reflecting a 4.6% increase from the previous year. YTD figures reveal a promising trend in sugar sharing bags, showcasing a sales value of €34.3m and a YOY growth of 5.5%.
When considering sugar confectionery, consumers tend to gravitate towards established, trusted brands. One of the most well-loved brands within this category, Rowntrees has emerged as a hallmark of quality through its commitment to no artificial colours, flavours, or preservatives. Impressively, Rowntrees has outperformed the overall market with a value growth of 18.6%, and a remarkable 18.1% growth in the sugar hanging bags segment (MAT). Notably, Rowntree’s Jelly Tots brand has soared with a 74% value growth, particularly with the introduction of Jelly Tots Tangy. This vibrant and playful reinterpretation of the beloved classic Jelly Tots has generated an additional €545k in value since its launch in 2025.
Earlier this month, Rowntrees expanded its portfolio with the introduction of Rowntrees Lollies, a new range of sugar hanging bags inspired by their iconic ice lollies. These fruity-flavoured treats encapsulate the essence of summer all year long, allowing fans to indulge in their favourite flavours regardless of the season. The range features three delightful flavours, each made with real fruit juice: Fruit Pastilles Lollies, Sour Watermelon Flavour Lollies, and Mango Flavour Lollies. Packaged in a convenient 130g sharing bag, Rowntree’s Lollies are perfect for sharing on any occasion, making them an ideal addition to the sugar hanging bags category.
The launch of Rowntree’s Lollies will be supported by an upcoming outdoor and radio advertising campaign aimed at generating excitement and awareness among consumers. Retailers are encouraged to capitalise on this support by optimising in-store displays to prominently feature these new products, especially as demand for sugar confectionery typically surges during the summer months.
To fully leverage the seasonal increase in demand for sugar sharing bags, retailers should ensure they stock a diverse array of beloved brand favourites such as Rowntrees Fruit Pastilles, Rowntrees Jelly Tots, Rowntrees Fruit Gums, and Rowntrees Randoms. It is equally crucial to ensure that innovative new products like the Rowntrees Lollies range are displayed prominently to capture consumer interest.
Visibility in-store is key to guiding customers through the sugar confectionery category, with sugar sharing bags merchandised together and distinctly separated from chocolate sharing bags to maintain clarity. Additionally, off-shelf displays near related categories that cater to sharing occasions will increase the visibility and appeal of sugar confectionery, particularly as summer approaches. To support these initiatives, Rowntrees has developed point-of-sale materials that enhance in-store display features and attract consumer attention.
Data source Nielsen (Total Market) to 22/3/2026
Cleeve’s expands Classic Sweets Range with four new additions
Cleeve’s Irish Confectionery range
Ampersand is delighted to launch four new additions to Cleeve’s Irish Confectionery range, strengthening its classic assortment and driving further growth within the traditional sweets category.
Best known for its iconic toffees and growing chocolate bar range, Cleeve’s has long held a place in Irish households. Established in Limerick in 1882 and now produced in Newbridge, the brand continues to resonate through its strong heritage, quality ingredients and familiar, trusted flavours.
Leading this launch is the continued momentum behind Cleeve’s Iced Caramels, which have seen a notable resurgence driven by nostalgic appeal and strong social engagement. Two new variants, Mint Iced Caramels and Mixed Fruit Iced Caramels, build on this success by introducing refreshing, fruit-led options while retaining the signature chewy caramel centre and crisp iced sugar coating.
Dairy Cream Fudge brings a smooth, indulgent addition to the range, offering a rich dairy flavour and soft, melt-in-the-mouth texture that taps into demand for comforting, premium-feel treats.
Assorted Toffees complete the line-up, featuring a mix of classic flavours including Dairy Cream, Liquorice, Rum & Butter and Mint. This format delivers variety in a single pack, encouraging trial and repeat purchase across a broad consumer base.
With an RRP of €2.80 and strong shelf appeal, these new lines offer retailers a compelling opportunity to capitalise on the continued growth of nostalgic confectionery, backed by strong brand recognition and proven consumer demand.
To place an order or find out more, please contact the Ampersand sales team on 01 4130100.
Nutriluv: A new era of Bett’r sweets has landed
Nutriluv Bett’r Snacks Gummy Candy Collagen
Nutriluv Bett’r Snacks Gummy Candy Energy
Nutriluv Bett’r Snacks Gummy Candy Protein
Now in stores across Ireland, from Rose Confectionery, Nutriluv Bett’r Snacks are driving sales, delivering on Ireland’s growing appetite for healthier choices.
This range 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.
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.
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.
The ‘Less Sugar’ range reimagines classic favourites, using up to 98% less sugar than traditional jellies. With just 0.7g of sugar per 50g bag, these treats prove that indulgence and balance can go hand in hand.
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.
Contact Rose Confectionery on 01-4568064 to find your local sales representative.
Shelton Distributors strengthens All-Island reach
PEZ range
Trolli Multi Mix
Founded in 1974, Shelton Distributors Ltd is a family-owned and family-run Irish business and one of the country’s longest-established specialists in confectionery and snacking distribution. Headquartered at the Greenogue Industrial Estate in Rathcoole, Co. Dublin, the company has built a strong reputation for consistency, execution and long-term partnership across the Irish retail landscape.
Shelton services over 2,000 customers nationwide, supplying symbol groups, convenience stores, forecourts, independent retailers, foodservice operators and leisure outlets. Its national infrastructure, experienced sales team and reliable logistics capability ensure strong availability and service levels across all major retail channels. In 2024, the business strengthened its strategic position through the acquisition of a distributor in Northern Ireland, giving Shelton a full Island of Ireland route to market for the first time. This expansion enhances the company’s appeal to international brand owners seeking scale, simplicity and seamless coverage across both jurisdictions.
Shelton’s portfolio is deliberately curated to deliver high-quality products in every core confectionery and snacking subcategory. The range is balanced to support all year round (AYR) core business while also maximising opportunity across key seasonal and promotional trading periods, including gifting and impulse occasions. This disciplined approach allows retail partners to drive the rate of sale, margin and space efficiency throughout the year.
WONDR Jellies target low-sugar confectionery gap
More and more consumers are actively seeking low-sugar alternatives as part of a broader shift toward healthier snacking habits. Yet within the sugar confectionery aisle, options remain limited. This gap presents a clear opportunity for innovation – one that emerging Irish brand WONDR Jellies is stepping in to fill.
WONDR Jellies are helping to redefine expectations in the category, delivering the taste, texture and enjoyment shoppers expect from traditional sweets, while aligning with the growing demand for better-for-you choices. The start-up brings a genuinely new proposition with its high-protein, low-sugar jellies that don’t compromise on flavour.
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 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.
Alert Packaging manufacture Broderick’s Stand-Up Pouch shortlisted for two Irish Print Awards
Broderick’s Salted Caramel Crispy
Alert Packaging has been shortlisted as a finalist in two categories at the Irish Print Awards 2026 — Food & Drink Packaging of the Year and Best Use of Print — for its work on the Broderick’s Stand-Up Pouch packaging.
For this project, it manufactured custom printed Stand-up Pouches for the Broderick’s Salted Caramel Crisp product, helping to evolve the brand’s visual identity while delivering packaging that performs on shelf and in production. Its Stand-up pouches demonstrate how local manufacturing and advanced print processes can create packaging that stands out on the shelf.
During the early stages of the project, the team worked closely with Broderick’s to review the existing artwork and explore opportunities to strengthen the creative. Through a series of targeted print enhancements, the focus was on making the colours richer and the finishes more premium, even under challenging in-store lighting conditions.
The design and taste of Broderick’s products got them listed in Costco. Still, it was the quality of the completed stand-up pouch, the vibrancy of the colours and the premium finish that really made the product stand out on shelves. This attention to detail and consistency has played a key role in the brand achieving a global presence, with the product now available in every Costco store worldwide.
By managing the entire process locally—from print preparation through to pouch conversion—it ensured consistent quality across every production run. The final packaging delivered stronger brand visibility on the shelf, more vibrant and consistent colours, premium metallic detailing and high-quality stand-up pouch functionality.
It is proud that this collaboration has been recognised at the Irish Print Awards 2026, and it looks forward to continuing to help brands evolve their packaging through quality, commitment and local manufacturing.
Visit: www.alertpackaging.com
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