Perfetti Van Melle to launch first Fruit-tella products in the U.S.
Soft gummies will be available in the first quarter of 2021.
Perfetti Van Melle USA, Inc. is launching the first soft gummy products in the U.S. under the Fruit-tella brand, which has strong roots in Europe.
Fruit-tella Soft Gummies have real fruit puree as the No. 1 ingredient and are made with pectin instead of gelatin. Available in Strawberry & Raspberry and Peach & Mango varieties, each gummy has a playful fruit character shape.
“Building on its 90-year heritage as a leading candy brand in Europe, we think Fruit-tella Soft Gummies is the right kind of innovation in the U.S. to offer balance in confectionery and expand the fast-growing better-for-you segment,” said Sylvia Buxton, president and CEO of Perfetti Van Melle North America. “We’re even more confident consumers will love Fruit-tella Soft Gummies after U.S. testing of Millennial adults and their children revealed they preferred the Fruit-tella gummies over other leading better-for-you candies.”
The Fruit-tella brand goes back to 1931 when founder Van Melle first introduced the sweet to the Dutch market. The “square sweet,” as it quickly became known, was available in a variety of flavors. Over the years, the assortment grew to include chewy and jelly sweets.
Fruit-tella will be available in the U.S. in the first quarter of 2021 in a 3.2-oz. pack retailing for $1.79 and a 5-oz. peg bag for $2.49.