Fruittella is taking sport sponsorship in a new direction by appearing on football players’ strips in The Dandy and The Beano’s Euro 2004 annuals. The move forms part of a £2m campaign for the fruit sweets brand.
Other activity includes TV advertising, sponsorship of TV channel Cartoon Network, covermounts on kids’ magazines and new products.
Three flavours of 15p Juice Wave chews are rolling out now and have already gained the brand’s first listing in Woolworths, while a Strawberry Mix joins the 200g bagged range, priced at £1.09. All contain real fruit and only natural colourings and flavours. They target six to 12-year-olds.