DUBLIN based Warner Lambert Confectionery is setting up a dedicated direct sales force to sell into the £36 million Irish sugar confectionery market.

The company whose brands include Halls Mentho Lyptus, Fruittella, Mentos, Dentyne and Clorets already has a turnover of £4 million.

Products are currently distributed by Jaymark, a division of Johnson Brothers, which will continue to be responsible for distribution of the range in Ireland.

Warner Lambert Confectionery's sales and marketing manager, Mr Seamus Mulligan, said the launch of the new direct salesforce, reflected a rapid growth in business.