Leading confectionery brand Fruittella is launching new free-from Fruit Duo and Fruit Coin jellies, available from April across all channels. In line with the exponential growth of the free-from food market, up 305% in the last ten years[1], the NPD aims to build greater breadth and choice in the category.

The high-quality soft jellies are made with real fruit juice and both ranges offer a mix of popular flavours in each bag; Fruittella Fruit Duos come in strawberry-apple, strawberry-orange and strawberry-lemon flavours, while the Fruit Coins flavours are strawberry, raspberry and blackberry.

This new selection of free-from sweets targets shoppers with diverse dietary needs by boasting sugar free, gluten free and dairy free credentials, with no artificial colouring or flavouring. The brand’s ‘sweetened by nature’ strapline features on the block colour, stand-out packaging to drive this messaging and draw attention on shelf.

As the UK’s number one manufacturer in the £28.5milllion[2] Better for You (BFY) confectionery market with a 29% share[3], owner Perfetti Van Melle (PVM) sees potential to support the varying requirements of growing customer bases such as weight management, or diabetic friendly. Fruittella Fruit Duos and Fruit Coins join its best-selling BFY portfolio, with current SKUs including Chupa Chups Sugar Free Lollipops bag 110g and Fruittella Sugar Reduced Strawberry bag 120g[4].

Kate Howe, Fruittella Product Manager at PVM, said: “We’ve found there is a challenge associated with confectionery within the Better for You category and that’s why we continually invest in broadening our range in this area. Too many times brands expect shoppers to compromise on quality and taste as they make conscious sweet treat choices, which means they can often overlook confectionery as a result, and we want to change that.”

“The vegan market is expected to soar to £1.1billion by 2023[5] and the number of diabetics has more than doubled in the last 20 years to 5million people – we know the appetite for alternatives is not going anywhere and that’s the demand these products respond to. All Fruittella products come with a guarantee of the delicious fruity flavour and classic texture shoppers rightly expect, and our new Duos and Coins are sure to be a real hit.”

RRPs: £1.39 in major mults

[1]  Agriculture and Horticulture Development Board, Free-from moves mainstream, 20 June 2018

[2] IRI 52 w/e 30th Jan 2021

[3] IRI MAT 30th Jan 2021

[4] IRI MAT 27th Feb 21 – based on value sales

[5] Mintel Veganuary report, January 10th, 2019

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