This month Nestlé is launching Rowntree’s Sour Pastilles. They come in 48g impulse bags containing five extreme sour flavours: blackcurrant, pineapple, cherry and melon. With no artificial colours, flavours or preservatives, they contain 25% real fruit juice. Recommended retail price is 48p.

According to IRI data, Rowntree’s has enjoyed excellent growth in the convenience sector in the past 12 months, with sales up 10%. Rowntree’s Fruit Pastilles have experienced growth of 11%.

A £3m media support package backs the launch and will include new TV advertising and digital activity. Running from May 1, the campaign will strategically target the product’s core audience of 25 to 35-year-olds. The £3m spend forms part of the £7m media investment in the Rowntree’s brand in the first half of this year.

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