The chewy sweet brand has introduced a format with 30% less sugar, and two offerings which are completely sugarfree.
Fruittella 30% Less Sugar is available in two different flavour variants, strawberry and summer fruits, in re-sealable pouches that are designed to be shared.
Fruittella brand manager Matthew Navier said: “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 £1.5m marketing spend.
The sugar free offerings are Fruittella Fruit Foams and Fruit Gums. Navier said: “We’re delighted to be at the forefront of such a ground-breaking step-change in confectionery and excited to be launching a first for the category that truly responds to the demands of today’s consumers. As a brand, we’re committed to providing a portfolio that truly meets every need. From on-the-go singles, sharing bags, kids treats and adult indulgences, Fruittella can deliver them all.
“Taste testing has been extremely positive, with the new product not viewed to be sugar-free on taste. There’s absolutely nothing artificial in the new products as the recipe uses stevia to retain the classic taste of Fruittella. We can’t wait for more shoppers to try them and enjoy a sweet treat with zero sugar.”
Fruittella’s usual pink packaging has been replaced with blue, a colour associated with sugar-free products in the FMCG market, and the sugar-free messaging is extremely prominent on-pack.