Fruittella Summer Fruit Bag

A little bit better for you, now even fruitier

January 26, 2017, 2:04 pm

Fruittella, the family confectionery brand, is kick-starting 2017 with the announcement of yet another mouth-watering innovation. The chewy sweet is now available in a format with 30% less sugar. Not only is the new variant a little bit better for you, it’s packed with even more real fruit juice to make sure it’s equally as tasty.

Responding to research that shows 92% of consumers are actively trying to reduce the amount of sugar they buy[1], Fruittella’s innovation ensures retailers will be able to stock a complete collection of products giving shoppers as much choice as possible when it comes to choosing their favourite sweets.

Fruittella Strawberry Bag
Fruittella Strawberry Bag

The new launch comes at the perfect time for retailers assessing the amount of sugar they stock, and provides a great solution for those trying to update their confectionery offering. They can opt for classic Fruittella, 30% Less Sugar, or even Sugar Free. Whichever product they choose, retailers can be confident they’re selling confectionery of the highest quality that tastes deliciously fruity.

Fruittella 30% Less Sugar is available in two different flavour variants, strawberry and summer fruits. There are no artificial flavours, colourings or sweeteners to be found, instead the new recipe replaces a proportion of sugar with the very same real fruit juice consumers always find in Fruittella, to ensure they’re positively bursting with flavour.

During testing consumers scored them highly saying they taste just as great as always, but make them feel a little bit better about indulging.

Designed to be shared, the re-sealable pouches are ideal for on-the-go snacking or a big night in at home with the whole family. Tapping into the growing bagged candy market (currently worth £611 million and growing at +2.3%2) retailers are sure to see an increase in interest in Fruittella Less Sugar. Stocking the full portfolio will ensure they cater to the growing demands of consumers,

Fruittella Brand Manager Matthew Navier says, “We’ve been working tirelessly to ensure our new Fruittella Less Sugar doesn’t compromise when it comes to taste so we’re delighted with the end result. We’re passionate about bringing innovation to the chewy category, and as the first products of its kind, it’s essential consumers buy into the concept straight away. We’ll be supporting the launch with a 360 media and sampling campaign to ensure we’re boosting consumer awareness and encouraging trial over the coming months.”

The launch of Fruittella 30% Less Sugar will be supported by £1.5 million marketing spend, and over a million samples will be trialled in the UK over the coming months. This is a key new product range for the brand, and they recognise that trial will be essential in driving repeat purchase.

[1] Kantar World Panel 2016 2 IRI snacking outlets w/e 3rd December 2016


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