A BERRY HAPPY OCCASION AS FAMILY FAVOURITE FRUITTELLA TURNS 90

The UK has a new favourite nonagenarian – the queen of chewy fruit candy, Fruittella, turns 90 this year. This is a landmark birthday for Fruittella, the soft fruit caramel made with real fruit juice, natural flavours and colourings that first hit the Dutch market in 1932. 

Over 90 years of sustained popularity, Fruittella is known for its iconic square stick-shaped roll; a catchy tagline heralding its debut in London in 1958 (“Hey fellas, Fruittellas”); and a ‘Too Juicy’ TV advert so popular that it went viral almost before the internet even existed! 

Brits can’t get enough of the refreshing fruity taste of Fruittella, and a result parent company Perfetti Van Melle have been adding to the Fruittella portfolio with innovative variants such as Sugar-Free Fruit Jelly Coins and chewy Duo Stix. 

The newest member of the Fruittella family is the Berries and Cherry sharing bag, with four deliciously moreish flavours made with real fruit juice, launched in key retailers this summer. Ever-increasing popularity of berry flavours, and with the sharing bag format accounting for over half of sugar confectionery category value in the key sales period last year^[1]. Fruittella sharing bags are big enough for family trips out, kids’ parties and everything else in between.

Fruittella’s partnership with Netmums has been running throughout the summer – 100% of Netmums testers would recommend Fruittella to other parents, so the pairing is as natural as Fruittella’s colours and flavourings! Netmums’ competition to win limited edition Fruittella party boxes with bunting, activity sheets, party bags, plates, cups and delicious Fruittella treats for the whole family has already proved hugely popular.   

Fruittella Brand Manager, Lauren Potter, says: “Fruittella is a £19m brand that has delivered sales growth of £3.5m in the last year, contributing 21% of the sales growth in the category overall^[2].

We have invested significantly in brand visibility this year. Our partnership with Netmums has been a great success, and we will be launching a very exciting category-first interactive Alexa game in the run-up to Halloween. We’re always proud of Fruittella’s heritage, but our 90^th year really is something to celebrate!”