The range is vegan, gluten-free, contains 50% less sugar than similar products – five to six grams – and is wrapped in 100% recyclable packaging.
Made from a maximum of five ingredients, each product takes inspiration from a traditional American dessert: Pecan Pie; Choco Pie; and Cashew Butter Pie.
Founder Priyanka Savjan claimed the brand was the first the first product within the confectionery market to be HFSS compliant.
She said “We are tremendously excited to bring products to market which are truly all rounded – better for you, better for the animals and better for the planet. Pocket Sized Pies represent American indulgence, that have transformed into better for you, scrumptious treats.
“We see this range as the next generation of confectionary. Consumers want to know what is on the back of the label, and to understand the ingredients in their food; that means no additives, preservatives, or emulsifiers. We can’t wait for more people to get their hands on them.”
From October this year, new legislation will restrict retail promotion of HFSS products. The changes could lead to a reported loss of £1.1bn per year, according to IRI.
Developments surrounding HFSS rules and Henry Dimbleby’s National Food Strategy, plus technical challenges, tips and achievements in the field of food and drink reformulation will be covered in a virtual conference organised by Food Manufacture on 29-30 March.
NPD, quality assurance and technical managers
Sponsored by RSSL, Reformulation: What Next is aimed mainly at NPD, quality assurance and technical managers and food scientists and will feature presentations and input from experts in the fields of nutrition, diet and health.
Scheduled speakers include Elaine Hindal, director general of the British Nutrition Foundation, Tim Lang, emeritus professor of food policy at City University and a contributor to the National Food Strategy.
A number of manufacturers have reformulated their products to make sure they don’t fall foul of the Government’s new rules on HFSS foods.
Britvic is cutting the sugar content across the six bestselling Rockstar Energy drinks, six months before restrictions on retail promotions of high fat, salt and sugar (HFSS) products start in October.
Meanwhile, biscuit and snacks manufacturer Pladis has slashed saturated fat and sugar in its Go Ahead Fruit & Oat Bakes.