Fan favourite Fruittella launches new free-from soft jellies

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 per cent in the last ten years, 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.

Owner Perfetti Van Melle (PVM) said that as the UK’s number one manufacturer in the £28.5milllion Better for You (BFY) confectionery market - with a 29 per cent share - it 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.

“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," said Kate Howe, Fruittella Product Manager at PVM. "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.”

RRPs: £1.39