No added sugar: The surprising move by Elite and Strauss

The candy brand with no added sugar, MUST, from Elite and Strauss, is expanding its product range and launching two new flavors simultaneously: filled candies with a lemon flavor and dairy butter candies with a coffee flavor.

The move is intended to deepen the leading brand's hold on the sugar-free hard candy category in Israel and offer consumers additional variety in beloved flavors. The new candy in the filled series combines a hard shell with a lemon flavor with a surprising lemony center, joining the cherry and orange flavors already existing in the series. The product is produced gluten-free, is suitable for vegans, and is sold in an 80-gram package with a parve kosher certification.

At the same time, the brand is launching a dairy butter candy with a coffee flavor, which offers a velvety texture and a rich taste, joining the butter candies with a caramel flavor that were launched at the end of 2025. The product is sold in an 80-gram package with a dairy kosher certification and contains milk and soy. In the Strauss confectionery division, they noted that both launches are intended to bring familiar flavors in new ways, allowing them to be enjoyed without added sugar.

"We continue to innovate at MUST and bring beloved and familiar flavors in new ways. The lemon arrives this time to the filled series with a surprising twist, and the coffee joins the world of dairy butter candies. Both launches allow us to offer consumers more options to enjoy the flavors they love, without added sugar," stated Maya Schneider, Marketing Manager of the confectionery division at Strauss.