New Fruit-tella Soft Gummies targets ‘Better-For-You’ category in US market

By Anthony Myers

- Last updated on GMT

PVM's healthier Fruit-tella Soft Gummies. Pic PVM
PVM's healthier Fruit-tella Soft Gummies. Pic PVM

Related tags Perfetti van melle Gummies

European candy brand builds on 90-year heritage to appeal to families looking for better ingredient line.

Perfetti Van Melle (PVM), one of the world's largest makers of confectionery and chewing gum, is expanding its US presence with a ‘better-for-you’ category offering and a more ‘innovative choice’ for sweet indulgence.

Fruit-tella Soft Gummies is described as a ‘playful new candy’ with real fruit puree as the #1 ingredient, “not something you normally see in the candy aisle,​” according to a PVM spokesperson.

Strong category growth

The 'better-for-you' candy is experiencing a strong category growth (compared to the general confection category) with 11 times acceleration or 44% growth last year (

With a simpler ingredient line within the healthier candy category, Fruit-tella Soft Gummies have no high fructose corn syrup and are made with pectin (not gelatin), and flavours from natural sources.

"We are thrilled about the upfront consumer response to our Fruit-tella Soft Gummies since we introduced our real fruit flavoured soft gummies to the US market in late 2020​," said Craig Cuchra, VP of Marketing for Perfetti Van Melle North America.

"We have been voted as a 'choice' product by our e-commerce customers for our Fruit-tella Mixed Berry variety and are receiving rave reviews from consumers nationwide. As more consumers seek out 'better-for-you' offerings when it comes to confectionery, we are passionate about delivering a flavourful fruity candy that is the best of both worlds​."

With a 90-year heritage as a leading candy brand in Europe in the non-chocolate category, Fruit-tella is continuing to expand its market in the US, even during a pandemic, PVM claimed.

With more retailers coming on board, the Fruit-tella Soft Gummies are currently available in the US at select Walmart, Rite Aid, Raley's, Food Lion locations and more, as well as nationwide via e-commerce at Amazon and online grocery retailers.

Related topics Ingredients