For decades, alfajores have been one of Argentina’s most beloved sweet treats. Soft biscuits, generous dulce de leche, and chocolate coatings have made them a symbol of comfort, nostalgia, and indulgence. But as consumer habits evolve and demand grows for healthier alternatives, even the most traditional brands are being challenged to innovate.

That’s exactly what Havanna has done with the launch of its first sugar-free alfajor, a product designed for people who want to enjoy authentic Argentine flavour while being mindful of sugar intake, calories, and dietary restrictions.

In this article, we’ll explore what makes the new Havanna sugar-free alfajor different, how it compares nutritionally to traditional alfajores, who it’s designed for, and why this product reflects a much wider shift in the global premium confectionery market.

The Evolution of Alfajores: From Indulgence to Conscious Enjoyment

Alfajores have always been about pleasure. Traditionally, they are rich, sweet, and unapologetically indulgent. But today’s consumers are changing.

Across the UK and Europe, shoppers are increasingly looking for:

Reduced sugar options

Gluten-free products

Higher fibre foods

Treats that fit into balanced lifestyles rather than extreme restriction

This doesn’t mean people want less flavour. Quite the opposite. They want better ingredients, transparent nutrition, and products that respect both tradition and wellbeing.

Havanna’s sugar-free alfajor is a response to that exact demand.

 

What Is the Havanna Sugar-Free Alfajor?

The Havanna sugar-free alfajor is a no added sugar, gluten-free alternative to the brand’s classic alfajores, developed over months with the support of nutritionists and health professionals.

The goal was simple but ambitious:

Create an alfajor that people with diabetes or gluten intolerance can enjoy, without sacrificing the iconic Havanna taste.

Key Characteristics at a Glance

No added sugar

Suitable for people with diabetes

Gluten-free (sin TACC)

Lower calorie than traditional alfajores

High in fibre

Covered in 70% dark chocolate

Made in Argentina

 

Ingredients: What Makes It Different?

Unlike many “diet” sweets that simply remove sugar and replace it with artificial fillers, this alfajor was built from the ground up with ingredient quality in mind.

Sweeteners Used

Instead of sugar, Havanna uses a carefully selected combination of nutritive sweeteners:

Isomaltooligosaccharides (IMO)

Maltitol

Sucralose

These ingredients are commonly used in products designed for controlled glycaemic response, as they do not significantly spike blood glucose levels when consumed in moderation.

The Dulce de Leche

Yes, there is dulce de leche.

But this version is formulated without added sugar, maintaining creaminess and flavour while keeping carbohydrate impact lower than traditional recipes.

The Chocolate Coating

The alfajor is coated in 70% pure cocoa dark chocolate, sweetened with maltitol rather than sugar. This delivers a deeper cocoa flavour and contributes to the lower calorie profile.

The Biscuits (Tapas)

Instead of wheat flour, the biscuits are made with:

Wholegrain rice flour

Almond flour

Carob flour

These ingredients help deliver:

Gluten-free structure

More fibre

A slightly nutty, richer flavour

Added Seeds

Sunflower seeds are incorporated into the recipe, adding:

Healthy fats

Plant-based protein

Additional fibre

 

Nutritional Profile: How Does It Compare?

One of the most striking differences between the sugar-free alfajor and traditional versions is its calorie content.

Calories

170 kcal per 70g alfajor

Equivalent to ~250 kcal per 100g

A traditional alfajor typically contains around 378 kcal per 100g, meaning this new version delivers approximately 50% fewer calories.

Fibre Content

This product contains a significantly higher fibre content than standard alfajores, which helps:

Improve satiety

Slow glucose absorption

Support digestive health

Sugar Content

There is no added sugar, and total sugars are drastically reduced compared to classic recipes.

⚠️ Important note: As with many sugar-free products, the presence of polyols (such as maltitol) means moderation is key, particularly for people with sensitive digestion.

 

Who Is This Alfajor For?

This product is not just for one type of consumer.

People with Diabetes

The recipe was specifically developed to avoid sharp glucose spikes, making it suitable for people managing diabetes when consumed responsibly.

Coeliac and Gluten-Intolerant Consumers

Thanks to its gluten-free formulation, this alfajor is suitable for people who cannot consume wheat or gluten.

Health-Conscious Consumers

For people who:

Count calories

Reduce sugar intake

Seek higher fibre snacks

This alfajor fits into a more mindful approach to indulgence.

Traditional Havanna Fans

Perhaps the most interesting audience: people who love Havanna, but had stopped buying alfajores due to sugar or health concerns. This product allows them to reconnect with a brand they trust.

 

Why This Launch Matters Beyond One Product

Havanna’s sugar-free alfajor isn’t just a new SKU. It’s a signal.

It shows that:

Even heritage brands must adapt

Health-focused innovation doesn’t have to compromise flavour

Traditional foods can evolve without losing identity

This mirrors a wider trend we see across Argentine and European premium food markets, where authenticity and wellbeing are no longer opposing forces.

 

Sugar-Free Does Not Mean Flavour-Free

One of the biggest fears consumers have around sugar-free products is taste.

Havanna addressed this by:

Using dark chocolate rather than milk chocolate

Increasing fibre and fat quality to maintain mouthfeel

Preserving the aromatic profile of classic alfajores

The result is a product that feels intentional, not compromised.

 

The Argentine Approach to Food Innovation

Argentina has always had a strong food culture rooted in quality raw ingredients, simplicity, and respect for tradition.

What’s interesting about this launch is how it blends:

Argentine confectionery heritage

Modern nutritional science

Global consumer expectations

This is the same philosophy we apply at Casa Argentina,  selecting products that honour their origins while meeting the needs of today’s customers.

 

Availability and Formats

The Havanna sugar-free alfajor is sold:

Individually

In boxes of 4 units

Availability varies by market, and international distribution continues to expand as demand grows.

 

Alfajores Havanna,

A New Chapter for Alfajores

The Havanna sugar-free alfajor represents a meaningful step forward for one of Argentina’s most iconic brands.

It proves that:

Health-conscious choices can still feel indulgent

Dietary restrictions don’t have to exclude cultural foods

Innovation works best when it respects tradition

For anyone interested in authentic Argentine products, whether classic or modern, this launch reinforces why Argentina remains a global reference point for premium food.

At Casa Argentina, we believe that education, transparency, and quality are what truly elevate a product. And this alfajor is a perfect example of how thoughtful innovation can open doors for more people to enjoy something truly special.