Fruit-tella expands gummy range

Fruit-tella has added to its successful gummy portfolio with a range that’s perfect for all the family. Soft and gummy in texture and made with 35% fruit puree, the delicious new Fruit-tella Fruit First launches as the total brand across all categories has grown +16.5% vs YA[1].

With two new appealing flavours, Strawberry & Raspberry and Mango & Peach, available to purchase from Boots and Ocado at present (RRP £2), Fruit-tella Fruit First gummies are made with entirely natural colourings and flavours, are high in fibre, and are dairy, gluten and nut-free. In addition, all packaging is 100% recyclable. The launch comes at the ideal time as purchasing Fruit-tella full sugar-based sharing bags is on the rise and value share has grown +16.6% vs YS[2].

To ensure awareness amongst target parent shoppers, the household-name brand will support this launch with an engaging and interactive social media campaign titled ‘Full of Fruity Joy’, that will run from launch until later this summer.

Lauren Potter, senior brand manager at Fruit-tella, said: As we continue to innovate and expand our portfolio, our goal is to inspire parents who are searching for top quality, high fruit content, sweet treats. As an iconic brand that consumers know and trust, we are thrilled to introduce this delicious new gummy range that has real fruit puree as its lead ingredient and are confident it’ll be a strong addition to all grocery confectionery aisles.”

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