Happy birthday! 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!

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Parent company Perfetti Van Melle has 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 flavours made with real fruit juice, launched in key retailers this summer. 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 – and 100 per cent of Netmums testers say they would recommend Fruittella to other parents. The 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 is a £19m brand that has delivered sales growth of £3.5m in the last year, contributing 21 per cent of the sales growth in the category overall," said Fruittella Brand Manager, Lauren Potter.

"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 90th year really is something to celebrate!”