Nestlé Rowntree’s fruit brand Rowntrees is to get real from the summer, with the entire range moving to use real fruit juice and no artificial colours or flavours.
The move includes Rowntrees Fruit Pastilles, Fruit Gums, Jelly Tots and Tooty Frooties. All Rowntrees packaging has been updated to include a flash which highlights the move.
“The sugar market accounts for 30% of all confectionery sold,” said Graham Walker, Nestlé Rowntree sales communications manager. “The single biggest sub category within sugar is fruit â worth Â£416m and growing 2.5% year on year.
“As one of the first major confectionery brand’s to commit to using real fruit juice and no artificial colours and flavours, Rowntrees is offering a real benefit to shoppers which is certain to attract sales.”
Rowntrees is also planning to launch a range of fruity new sweets from June 1. Leading the activity is the new Rowntrees Sugar Free Lolly with a fizzy centre. The lollipops will be available in three flavours with an RRP of 28p.
There will also be a new pocket money range of sweets and two new hanging bags during the summer. The Rowntrees brand will be supported with a strong Â£1m media campaign during the summer, as well as some fruity themed POP solutions to stimulate sales.
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