Elite's MUST Brand Launches Two New Sugar-Free Candy Flavors

Elite, part of the Strauss Group, is expanding its sugar-free MUST candy line with two new additions: lemon-filled candies and milk butter coffee-flavored candies. These new flavors join the existing MUST varieties, including classic, filled, and milk butter candies. MUST is recognized as the leading brand in Israel's sugar-free hard candy market.

The lemon-flavored candies feature a hard lemon shell with a surprise lemon filling, aiming to offer a new take on a popular flavor. These join the existing cherry and orange flavors, which are also vegan, gluten-free, and sugar-free, and fortified with Vitamin C.

Concurrently, MUST is introducing milk butter coffee-flavored candies, also without added sugar. This new coffee flavor complements the caramel milk butter candies launched in late 2025, combining rich coffee taste with a smooth, velvety texture.

Maya Schneider, Marketing Director for Strauss's confectionery division, stated that the company continues to innovate with MUST, presenting familiar flavors in new formats. She highlighted that the lemon flavor is introduced within the filled candy series, while coffee joins the milk butter candy line. Schneider added that these launches provide consumers with more choices to enjoy their favorite flavors without added sugar.