Food Brokers has announced it is to handle the UK sales and distribution of Starburst chew rival Fruitella.
The company is taking over control of the brand from Adams in time to oversee the arrival of a product extension.
Fruitella Citrus Sour stick packs will retail at the same price as the existing fruity flavours (29p), while family bags will be priced at £1.09.
Food Brokers chairman Victor Cracknell said the company was looking forward to increasing sales and distribution of the Fruitella brand in the UK. It is already a bestseller across Europe.
Peter Roelofs, area director for Fruitella brand owner Perfetti Van Melle, added: "We have a number of exciting new products in the pipeline, and a very strong programme of support planned for this year."
Fruitella will be supported by local advertising in the back to school period as well as sampling on children's magazines.