Jellies

Fruitella launches new vegan range of jellies in the UK

By Anthony Myers contact

- Last updated on GMT

Italian confectioner Perfetti Van Melle has launched a new range of vegan jellies in the UK. Pic: PVM
Italian confectioner Perfetti Van Melle has launched a new range of vegan jellies in the UK. Pic: PVM

Related tags: Jellies, Perfetti van melle

Perfetti Van Melle (PVM) has launched its first ever gelatine-free range in the UK with two new Fruittella fruity jelly variants, which are also suitable for both vegans and vegetarians.

The company said this ‘new conscious candy’ adds breadth to the Fruittella brand, which also includes the successful Better For You sugar-free and less sugar ranges.

The jungle themed jellies sport the vegan approved stamp from the Vegan Society, contain all natural colours and flavours and are gluten free.

Diego Pol, Fruittella brand manager, said: “We know that there is a huge demand for vegan sweets, but often the taste and texture suffers when gelatine is removed. We’ve worked to make sure our new Fruittella jellies have the same great taste that people expect of any Fruittella product. The feedback from consumers has been second to none, with the taste and texture in the top 5% of all products we’ve ever tested​.”

Fruittella Koalas and Fruittella Sour Snakes are available in standard 120g bags and exclusively in the convenience channel as £1 ($1.29) price marked 100g bags. The NPD will be supported by the brand’s biggest campaign in the UK in recent years, with a new TV ad, Video on Demand and social media activity taking place.

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