Fruit-tella is currently in the process of transitioning its ‘chew’ and ‘stix’ products to be fully vegan in an effort to appeal to a wider consumer base.
The Perfetti Van Melle confectionery brand will be making the change across its Strawberry Mix Chews, Duo Stix, and Berries and Cherry product, KamCity reported.
The vegan sweets, which are made with natural colourings, flavourings and will contain real fruit juice, will be hitting supermarket shelves throughout November.
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A targeted social media and influencer campaign will run alongisde sampling to promote the new vegan recipe.
Fruit-tella senior brand manager, Lauren Potter, 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.”
This follows the expansion of Fruit-tella’s Curiosities jellies range in August with new ‘Out in Space’ and ‘On a Safari’ variants.
The products are HFSS-compliant and are made with 30% reduced sugar, real fruit juice, and natural colourings and flavours.
