With 92% of consumers actively trying to reduce the amount of sugar they buy, Fruittella has launched two completely sugar-free sweets, and has also brought a 30% less sugar variant to market.
In what the brand says is a world-first, Fruittella Fruit Foams and Fruit Gums contain no sugar and are naturally sweetened with the extract of stevia leaves.
New packaging has been specifically designed for the adult on-the-go snacking market, with Fruittella’s usual pink shades replaced with blue, a colour associated with sugar-free products in the FMCG market. The sugar-free messaging is extremely prominent on-pack.
Both new variants are available now in pouch format.
Matthew Navier, brand manager for Fruittella, said testing had been “extremely positive”, with the new product not viewed to be sugar-free on taste. “We’re delighted to be at the forefront of such a ground-breaking step-change in confectionery and excited to be launching a first for the category that truly responds to the demands of today’s consumers.”
For those sweet-eaters looking to cut down – but not cut out – sugar entirely from their confectionery, Fruittella 30% Less Sugar is available in two different flavours: Strawberry and Summer Fruits.
These contain no artificial flavours, colourings or sweeteners. Instead, the new recipe replaces a proportion of sugar with the same real fruit juice already found in Fruittella. During testing consumers scored them highly, saying “they taste just as great as always, but make them feel a little bit better about indulging.”
The 30% Less Sugar variants are designed to be shared, and are available in re-sealable pouches.
“We’ve been working tirelessly to ensure our new Fruittella Less Sugar doesn’t compromise when it comes to taste so we’re delighted with the end result,” added Navier. “We’ll be supporting the launch with a 360 media and sampling campaign to ensure we’re boosting consumer awareness and encouraging trial over the coming months.”
As Navier said, the launch is supported by a £1.5m marketing spend, and over a million samples will be given away in the UK over the coming months. This is a key new product range for the brand, and it recognises that trial will be essential in driving repeat purchase.
