Confectionery brand Fruit-tella is bidding to bite off a bigger share of the UK soft chew market with a host of new products planned for 2004.

In January, Perfetti van Melle, the brand’s Holland-based owner, is launching Fruit-tella Juice Wave, a range of bars with juice extracts in strawberry, orange and blueberry flavours.

Fruit-tella Strawberry Mix chews in 200g hanging bags will be pitched into the market at the same time, building on existing Mixed Fruit packs.

Fruit-tella Soft Cream chews in 175g hanging bags, targeting young adults and children, will be part of a second wave of products planned for April. The
sweets, made with real cream, come in banana, raspberry and strawberry.

Raspberry flavour Fruit-tella Soft Cream sticks will arrive at the same time.

Food Brokers will handle marketing and distribution for the new ranges. Fruit-tella aims to support the activity with a £1m TV ad campaign in April and May. Distribution for existing Fruit-tella products has been extended to 200 Sainsbury stores and P&H McLane has signed up for Juice Wave.
Rod Addy