What’s hot in natural and clean confectionery?

As we edge closer to 2025, we look at the biggest and latest confectionery launches in the natural and clean confectionery sector. As the evolving trend is set to take centre stage in confectionery concepts, creations and campaigns next year, we’re shining a spotlight on natural and clean sweet treats.

In this special edition of our bi-weekly update on new product development (NPD), we’re exploring confectionery products, ingredients and flavours in the functional​, better-for-you and healthier alternatives space.

Keeping up to date on the latest trends, innovations, and releases in chocolate, candy, and gum formulations supports confectionery brands and producers steer their research and development (R&D), formulations, and launch strategies to reflect consumer demands. 

Here’s a look at some of the natural and clean confectionery product launches released onto the market in 2024 and what we can expect to see in 2025. 

Startups maximise seasonal sale opportunities​

In 2024, confectionery products in the low-sugar and healthier alternatives market have released sweet products that tie into seasonal times of the year. Increasingly, confectionery brands see a surge in sales over the big four seasons—Valentine’s Day, Easter, Halloween and Christmas—and brands have responded.

Sugar-reduction chocolate manufacturer Unreal, which makes chocolate with less sugar and is free from artificial sweeteners, released a Halloween variety pack ahead of the spooky season this year, selling it in Target stores. 

Better-for-you snacks brand Skinnydipped has expanded its healthier alternatives selection by developing a range of peanut butter cups, bites and chocolate squares alongside its new-for-2024 first large-scale advertising campaign and sweet + salty nuts range.

Low-sugar gummies company SmartSweets updated its recipe this year, designed to offer a simple, low-sugar treat that stands out and competes with high-sugar alternatives. The brand has re-formulated its product range, which includes Sourmelon Bites, Sweet Fish, Peach Rings and Sour Blast Buddies, to elevate its flavours and produce a softer and fresher texture.

Part of the brand’s reformulation is to create a fruitier, bolder and tangier taste that appeals to customers looking for sour notes.

SmartSweets brought its low-sugar formulation to the limited-edition Easter candies selection this year. Its two-product range, Berry Bunnies and Tropical Easter Eggs, has been formulated without added sugars, artificial sweeteners or sugar alcohols. The plant-based varieties contain three grams of sugar per bag. The brand uses the popular natural sweetener stevia to replace sugar.

According to SmartSweets, its Berry Bunnies candy contains 92% less sugar per 50 grams compared to the leading traditional candy equivalent, while its Tropical Easter Eggs product has 88% less sugar. 

Protein-packed and fat-free products push purposeful eating​

In 2024, Protein Candy debuted the world’s first ‘super candy’​, developing its candy to offer up to 100 times more protein than conventional candies. Launched in the US, Protein Candy provides 14 grams of protein, four grams of sugar, and six grams of prebiotic fibre in 140 calories.

Formulated with natural flavours free from sugar alcohols, Protein Candy has developed its chewy candy range in four varieties: Classic Fruit, Classic Fruit Sour, Berry Punch and Tropical Punch.

Barebells released its Birthday Cake post-workout snack bar. It’s been created with 20 grams of protein and no added sugar to help curb hunger pangs and provide an opportunity to refuel after exercise. Formulated with the familiar birthday cake flavour, it contains sponge cake and buttercream icing with added crunch and sprinkles to provide extra textures.

Better-for-you candy brand Pandy unveiled its Tropic Trio candies collection this year. With zero fat, four grams of protein, a gram of sugar and 140 calories, it’s positioned for the permissible influence space and health-conscious consumers. The brand’s collection offers bite-sized gummy candy in mango, pineapple and passionfruit flavours.

Peanut butter continues to pack a flavourful punch​

Peanut butter is a popular hit with classic chocolate consumers, so it’s no surprise that natural and clean confectionery producers opt for the flavour in its better-for-you formulations.

The Hershey Company collaborated with ONE Brands to launch low-sugar bars. This year, the duo released two new bars, taking inspiration from existing sweet treats already on the market. The two varieties, ONE Reese’s Peanut Butter Lovers flavour and the ONE Hershey’s Cookies’ n’ Creme flavour, have formulated their low-sugar protein bars with 18 grams of protein and three grams of sugar.

Justin’s is an organic peanut chocolate brand that has released its candy pieces. Tipped as the first brand to provide a USDA-certified organic nut-based chocolate candy range, Justin’s hopes to position itself as an alternative to conventional chocolates.

Justin’s strives to bring healthier alternatives to traditional chocolate candies and bag a spot in the better-for-you confectionery market with its new nut-based Dark Chocolate Peanut Candy Pieces and Dark Chocolate Peanut Butter Candy Pieces. Made without stevia and artificial sweeteners, the brand formulates its candies’ outer shells with fruit and vegetables rather than synthetic dyes.

Krack’d Snacks launched its dark chocolate peanut butter caramel crunch bar, using organic peanut butter, positioned in the low-sugar and low-carbohydrate candy bar. The product contains less than a gram of sugar and two net carbs.

The range is designed to provide a keto-friendly and vegan option, offering a textured and flavourful pack with sweet, salty and nutty offerings. It aims to appeal to consumers’ calls for permissible indulgence treats that provide layers of texture within a singular sweet treat.

Natural and clean acceleration in 2025​

The trend shows no signs of slowing down as brands secure investment and product development opportunities. In August 2024, functional chocolate brand Alice Mushrooms confirmed receipt of an undisclosed cash injection amount to scale its better-for-you sweet products.

Wild Thingz candy is set to launch on functional confectionery shelves in 2025. Developed by former Mondelēz International employee Fliss Newland, the vegan-friendly sweet treat collection targets nutrition-conscious consumers.

The organic and free-from artificial ingredient range comes in three products: Zesty Pests, Fruity Flyers and Gummy Grubs. They have been produced with approximately 50% of the sugar content typically present in mainstream product varieties. Designed for the better-for-you market, the brand represents the latest era of candy brands launching permissible alternatives to classic sweets.