Family favourite and top ten candy brand, Fruit-tella^[1]’s best-selling chews are transitioning to a fully vegan recipe, meaning that the brand can now deliver fruity joy to an even bigger audiences of consumers.  

The switch to vegan will be implemented across the full range of chews including the Fruit-tella favourite Strawberry Mix Chews, the moreish Fruit-tella Duo Stix, and the more recent edition of Fruit-tella Berries & Cherries. 

The delectable chews will still contain real fruit juice and be made with all-natural colourings and flavours. All Fruit-tella sharing bag sweets are individually wrapped, and as such they are a treat that promotes hygiene and portion control. This makes them the perfect portable snack for families – be that on a long car journey, to pop in a bag for on-the-go pick me up, or to have in the cupboard for when trick or treaters come by! 

Rolling out across all stores throughout November, the reformulation will be supported with targeted social media, an influencer campaign and targeted sampling. 

Lauren Potter, Senior Brand Manager at Fruit-tella, said: “Fruit-tella has been synonymous with the highest quality sweets since 1931. We are delighted that those who favour a plant-based diet can now join in the fruity fun too.

We have worked hard to perfect a vegan recipe that replicates the taste and texture of our beloved chews, and we are certain that the new formulation will be a surefire hit with existing consumers and new shoppers alike. We look forward to welcoming some more fans to the Fruit-tella family!’