No-added-sugar confectionery brand Lily’s Sweets will debut nine new products at trade show Natural Products Expo East this week. The new line-up will include Dark Chocolate and Milk Chocolate Style Caramels and Caramel Popcorn; a new two-pack format of the brand’s Peanut Butter Cups, as well as three new chocolate bars. The latter includes a 92% intensely dark variety, 40% milk chocolate style hazelnut bar, and a 70% dark chocolate salted caramel bar.

Lily’s focuses on the trend for ‘better for you’ confectionery, offering treats with less sugar that can be an everyday indulgence. This announcement comes following growth for the brand, which reports that it is on track to double the size of its business again in 2019. This growth could be linked to increased consumer interest in sugar reduction – a recent study revealed that 82% of the general population, or 4 out of every 5 US adults, claim to be limiting sugar in their diets this year. In addition, 36% claim to be doing so more than last year, and 46% expect to increase this behaviour next year.

“Our new products taste even more delicious than I could have imagined; you won’t even miss the sugar,” shared Cynthia Tice, founder of Lily’s. “We were honoured to launch Lily’s nationally with Whole Foods back in 2012, and I am thrilled our long-time, valued partner will have the opportunity to offer many of these offerings right when shoppers are looking to make better choices in the New Year.”

All nine of the products are set to launch at Whole Foods Market stores in January 2020, with other retailers to follow in the first quarter of 2020.