Sweets in the City releases latest vegan range

UK confectionery business Sweets In the City, owned by Apprentice TV series winner Sarah Lynn, has released a new vegan range through several key retailers.

The entrepreneur, who gained the backing of Lord Alan Sugar, has reported key growth for her business since winning the BBC show two years ago.

Speaking to Confectionery Production, she explained that the experience of competing for the prize of support for her company proved hugely rewarding, though a major challenge at the time.

For the company’s latest range, there will be four different flavours will satisfy all dietary requirements being gluten free, as well as vegan. They also use real fruit juice and natural colours. The  range will be available in ‘grab and go’ sizes and larger resealable share bags.

The range will be available on the go at three top name UK stores – Waitrose, Holland & Barrett and WHSmith airport stores. Dual Jellies has just launched in Waitrose and then will be hitting shelves of hundreds of Holland & Barratt high street stores in early August. WHSmiths airport stores will follow later this summer.

The vegan range includes four different ‘dual’ flavours – pineapple and coconut, mango and passionfruit, apple and watermelon and strawberry and lemonade. They are unusually made with a gelatine-free pectin fruit flavouring.

As the company explained, the pectin centres mean that these vegan treats maintain a truly fruity and dual texture, without missing out on the premium taste that Sweets in the City are renowned for. Two of the flavours (Watermelon & Apple and Strawberry & Lemonade) also have a touch of fizz coating them.

Sarah Lynn said: “Sweets in the City offers people beautifully packaged sweets for all occasions, with stylish packaging and a delicious taste, but with the investment from Lord Sugar and our new partnership I wanted to create a truly unique range of vegan sweets that everyone could enjoy. The demand is there for quality product that does not compromise on taste, and that’s exactly what we created with our new range. I’m so excited to share our vegan sweets.”

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