The sugar-free confectionery category has moved well beyond a niche. 4.3 million people in the UK were living with a diagnosed diabetes condition in 2023, and that figure continues to grow. Alongside them, millions of health-conscious shoppers, fitness enthusiasts, keto followers, and parents are actively choosing lower-sugar options every time they reach for a sweet treat.

If your shelves do not reflect that, your customers are finding what they need elsewhere. Diablo Sugar Free exists to solve that problem, with a range depth that no other single sugar-free brand currently matches in the UK market.

This guide covers the complete Diablo wholesale catalogue for 2026: every product category, key SKUs with verified nutritional data, a clear explanation of SF and NAS claims, the sweetener picture, compliance guidance for UK stockists, and exactly how to open a trade account.

Why the Sugar-Free Category Belongs on Your Shelves

The commercial case for stocking a credible sugar-free confectionery range is straightforward. Mintel's UK Sugar and Gum Confectionery Market Report 2025 found that 66% of UK consumers prefer reduced-sugar confectionery, particularly when it offers additional nutritional benefits. Meanwhile, the UK confectionery market as a whole was valued at approximately USD 6.9 billion in 2025 and is projected to grow at a CAGR of just over 5% through 2034, with the fastest-growing segment being healthier and reduced-sugar alternatives.

That is not a trend you can afford to miss. Health-conscious consumers, including those watching their sugar intake, those on low-carb eating plans, and those managing their diet for wellbeing reasons, are among the most loyal shoppers in the confectionery space. They read labels carefully, they buy repeatedly, and they recommend products to others.

Diablo Sugar Free is the brand that makes this category accessible at retail. With products spanning chocolate bars, cookies, cakes, sweets, gummies, spreads, wafers, breakfast bars, sandwich cookies, and dessert sauces, it is the only sugar-free brand that can genuinely anchor a dedicated section rather than appearing as a token two-SKU addition.

The 10 Product Categories: A Trade Overview

Diablo's range is organised into ten distinct categories. Each covers a different shopper occasion and retail channel opportunity, which means you can build a broad, cross-category range or focus deeply on the categories most relevant to your customer base.

Complete SKU Listing: All 10 Categories

The tables below cover the full 2026 Diablo wholesale catalogue. All product names use the official Diablo Sugar Free nomenclature as verified against COA and specification documents. SF denotes Sugar Free; NAS denotes No Added Sugar.

Chocolates (CHK) : 21 Products

The chocolate range is the single largest category in the Diablo catalogue and the highest-traffic confectionery format in UK retail. It spans milk, dark, and white chocolate across bars, buttons, and gifting formats, covering every major purchase occasion from impulse to premium gifting.

The Diablo NAS Milk Chocolate 85g (CHK-085-MKM-P15) is consistently one of the strongest entry-point SKUs for new trade stockists. The format is instantly familiar to shoppers, the flavour delivers genuine satisfaction, and the no-added-sugar positioning is legible at a glance. For buyers wanting to introduce the chocolate range, leading with the 85g bars is the recommended starting point.

All nutritional data verified against COA documents. Peanut-containing lines (CHK-040-MCP, CHK-040-PMC) contain peanuts and should be sited accordingly. Contact the Diablo trade team for full allergen declarations by SKU.

Shop the Chocolate Range

NAS Milk Chocolate Bar (85g)

CHK-085-MKM-P15 -- strongest entry-point SKU for new stockists

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SF Dark Chocolate Bar (85g)

CHK-085-DKM-P15 -- Sugar Free claim, P15 outer case

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Luxury NAS Chocolate Box (142g)

CHK-142-LCB-P5 -- premium gifting flagship

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NAS Dubai Chocolate (200g)

CHK-200-DXB-P12 -- limited-edition premium sharing format

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Cookies and Biscuits (COK): 16 Products

The cookie category covers the full biscuit spectrum, from everyday digestive-style options to indulgent peanut butter and chocolate-coated lines. This is the category that performs strongest in gym nutrition shops and health food stores, where shoppers are actively seeking lower-sugar baked goods. The range pairs well with spreads for complementary cross-category merchandising.

Several cookie SKUs contain peanuts (COK-100-CCP, COK-100-CPM, COK-100-PBC, COK-100-STP, COK-110-DPM, COK-150-PNT). Full allergen information is available on request from the Diablo trade team.

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NAS Digestive Cookies (150g)

COK-150-DGV-P18 -- classic everyday biscuit, P18 case

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NAS Hazelnut Cookies (135g)

COK-135-HZL-P12 -- rich, nutty -- strong health food channel SKU

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SF Chocolate Chip Cookies (130g)

COK-130-CHP-P12 -- Sugar Free claim, supermarket-ready format

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NAS Caramel & Peanut Cookies (100g)

COK-100-CPM-P18 -- indulgent chocolate-coated lines, peanut allergen

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Cakes and Muffins (CAK): 14 Products

Diablo's cake range occupies a near-unique position in the sugar-free category. Very few brands offer a credible sugar-free cake line at retail. The range spans individual 45g muffins through to full 450g sharing cakes, giving buyers flexibility across impulse, everyday, and gifting occasions. Food service buyers and coffee shops have found particularly strong uptake for the single-serve muffin formats.

All CAK products contain gluten (wheat) and eggs. Several contain milk. Contact the Diablo trade team for full allergen declarations before placing orders for allergen-sensitive retail environments.

Sweets and Hard Candy (SWT): 7 Products

Classic boiled sweets remain one of the most accessible entry points for sugar-free confectionery. Diablo's sweet range covers the most commercially proven flavour profiles at a 75g retail-friendly format, with P16 case packs that suit both counter display and standard shelf placement. The Diablo SF Strawberry and Cream Sweets 75g and Diablo SF Lemon and Cream Sweets 75g are consistently among the strongest impulse performers across the entire range.

All SWT products carry the mandatory polyol laxative advisory statement. No declared allergens across the sweets range, though manufacturing cross-contamination declarations may apply. Contact Diablo for full specifications.

Gummies (GMY) : 3 Products

Gummies are one of the most universally appealing confectionery formats. Diablo's gummy range is compact but strong: all three SKUs are Sugar Free, and the Diablo SF Gummy Bears 75g uses natural colours exclusively, which is a meaningful point of difference for parents and retailers catering to health-aware shoppers. All three gummy products are Halal and Kosher certified.

Made in Spain. Shelf life from production: 24 months. Always verify current certification status with the Diablo trade team.

Spreads (SPD) : 5 Products

The spreads range targets the breakfast, snacking, and sports nutrition crossover. Peanut butter is one of the fastest-growing SKU types in health food stores and gym shops, and the no-added-sugar positioning drives clear differentiation from mainstream alternatives. The Diablo NAS Peanut Butter Crunchy and Smooth each deliver 7g of protein per 30g serving, which is a strong selling point in sports nutrition environments.

Peanut butter SKUs (SPD-350-CPB, SPD-350-SPB) contain peanuts. Hazelnut and white spreads contain tree nuts and/or milk. Full allergen data available from Diablo trade team.

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NAS Hazelnut & Chocolate Spread (350g)

SPD-350-HZL-P12 -- the breakfast and snacking flagship

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NAS Peanut Butter Crunchy (340g)

SPD-350-CPB-P12 -- 7g protein per 30g serving, gym channel ready

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NAS Peanut Butter Smooth (340g)

SPD-350-SPB-P12 -- the smooth counterpart, same protein content

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Wafers (WFR) : 4 Products

Wafers are an underserved format in the sugar-free confectionery space. The Diablo range covers both individual-serve impulse formats and 150g sharing formats, giving buyers flexibility across single-serve counter display and larger-format shelf placement. The Diablo NAS Cream Filled Milk Chocolate Wafers 150g delivers 485 kcal per 100g, making it a genuinely satisfying treat product.

All WFR products contain gluten (wheat) and milk. Contact Diablo for full allergen declarations.

Breakfast Bars (BRB) : 9 Products

The breakfast bar range is the most nutritionally enriched category in the Diablo catalogue. Every BRB product is No Added Sugar and every product includes a mandatory Vitamins and Minerals table declaring Folic Acid 100 mcg (50% NRV), Vitamin D 2.5 mcg (50% NRV), and Iron 7mg (50% NRV) per 100g. This nutritional profile makes these bars well-suited to health food store placement, where shoppers typically engage more closely with label information than in mainstream retail.

All BRB products contain gluten (wheat and oats). Several contain milk and/or sulphites. BRB-030-HZL contains peanuts and tree nuts (hazelnuts). Full allergen declarations available on request.

Sandwich Cookies (SND) : 6 Products

The sandwich cookie category is Diablo's most direct competitive format against mainstream biscuit lines. Available in both single-serve (34g and 44g) and sharing formats (136g and 176g), these products are the natural sugar-free alternative for shoppers seeking a familiar cream-filled biscuit experience. The single-serve variants in particular suit counter display and on-the-go retail placement.

All SND products contain gluten (wheat). SND products have no declared "May Contain" allergens in source specifications. Always verify with the Diablo trade team before listing for allergen-specific retail environments.

Dessert Sauces (SAC) : 5 Products

The dessert sauce range is perhaps the most differentiated category in the Diablo catalogue. There are effectively no other branded sugar-free or no-added-sugar dessert sauces available at UK retail at this scale or variety. That makes this category a genuinely strong point of difference for premium grocery accounts, delicatessens, and online health food retailers. The Diablo SF Salted Caramel Dessert Sauce 360g and the Diablo SF Chocolate Dessert Sauce 360g are the two strongest introductory SKUs in this category.

Note: SAC-390-MPL contains sulphites. All other SAC products have no declared allergens. Nutritional data for sauce products is per 100g only; no per-portion column in COA source data.

Shop Diablo's Dessert Sauces

SF Salted Caramel Dessert Sauce (360g)

SAC-360-SCM-P10 -- top introductory sauce SKU for premium grocery

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SF Chocolate Dessert Sauce (360g)

SAC-360-CHK-P10 -- the other strong intro sauce, no declared allergens

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SF vs NAS: What Trade Buyers Need to Understand

Every product in the Diablo range carries one of two regulatory claims: Sugar Free (SF) or No Added Sugar (NAS). Understanding the distinction matters for accurate shelf merchandising, point-of-sale copy, and regulatory compliance in any content you produce as a stockist.

How Diablo Products Are Sweetened

All Diablo products use polyol sweeteners, primarily maltitol, as the primary sweetener in place of sugar. Polyols are a class of sugar alcohols that provide sweetness with a significantly lower blood glucose response than sucrose. They are approved for food use across the UK and EU and are classified as safe by major regulatory bodies including the European Food Safety Authority.

The Key Sweeteners in the Diablo Range

The Mandatory Laxative Advisory

Under UK Food Information Regulations (implementing EU Regulation 1169/2011), any product in which polyols exceed 10% of total content must carry the statement: "Excessive consumption may produce laxative effects." This applies to the majority of Diablo products and the statement appears on all relevant product packaging.

For trade buyers producing any supplementary content about the range, do not make claims about the range being gentle on digestion or imply an absence of side effects. This would contradict the mandatory advisory and could constitute a misleading claim under UK food information law.

Products using sweeteners are also required to carry the statement "with sweetener(s)" adjacent to the product name on-pack, in accordance with EU Regulation 1333/2008 as retained in UK law.

Range Overview: All 10 Categories Side by Side

Which Categories to Lead With by Channel

Different retail formats draw from the Diablo catalogue in different ways. Here is a practical starting point for buyers in each of the main trade channels.

UK Regulatory Context for Diablo Stockists in 2026

Two regulatory areas are directly relevant to UK trade buyers stocking the Diablo range: HFSS advertising restrictions and the UK retained law on nutrition and health claims.

HFSS Advertising Restrictions (In Force Since January 2026)

From 5 January 2026, paid online advertising for products scoring as HFSS (High in Fat, Sugar, or Salt) under the Nutrient Profiling Model has been banned at any time across all paid online channels, including social media, display, and search advertising.

Most Diablo confectionery products, including chocolates, cookies, and cakes, are likely to be classified as HFSS under the NPM score. This is because fat and calorie content in these products can remain comparable to standard equivalents, even though sugar has been replaced with polyol sweeteners.

What this means in practice: do not run paid digital campaigns promoting specific Diablo products without first taking legal advice on HFSS classification for each SKU. Organic blog content, unpaid social posts, and in-store merchandising materials are not currently within scope of the paid advertising ban.

Nutrition and Health Claims: What You Can and Cannot Say

UK food marketing law (Regulation EC No 1924/2006 retained as assimilated UK law) governs what claims can be made about food products in marketing communications. The following applies to any content you produce as a stockist.

How to Open a Diablo Trade Account

Diablo Sugar Free operates a dedicated wholesale programme for trade buyers of all sizes. There are four main routes to stocking the range.

1. Direct trade account via diablosugarfree.com. The primary route for UK trade buyers. Visit diablosugarfree.com/wholesale and submit a trade enquiry. The Diablo trade team will respond with account details, current trade pricing, and minimum order information.
2. Faire (B2B wholesale marketplace). Diablo is listed on Faire at faire.com/brand/diablo-sugar-free. Faire offers net 60 payment terms and free returns on first orders for new retailers, significantly reducing the risk of trialling a new brand. Products are available with per-SKU pricing and per-case minimums.
3. Ankorstore. Available at ankorstore.com with a minimum brand order of 100 euros and free shipping on qualifying first orders. Particularly suited to European buyers and smaller independent retailers building an initial order.
4. UK distributors. Diablo products are available through selected UK confectionery and health food distributors, including Creme d'Or. If you already work with an established distributor, contact them to check whether they carry the Diablo range.

Frequently Asked Questions