Fruitella Curiosities duo

Source: Perfetti Van Melle

Both variants have rolled into Asda and WH Smith, while By The Sea has also rolled into Morrisons and Boots

Confectionery brand Fruittella has added a duo of HFSS-compliant jellies to its line-up.

Called Curiosities, two variants have launched: By The Sea and In The Snow.

They are made with real fruit juice, natural flavours, natural colouring and are claimed to contain 30% less sugar than standard sweets.

By The Sea comprises sweets shaped like fish, starfish and crabs in lemon, orange and strawberry flavours.

In The Snow, meanwhile, contains a mixture of penguin, polar bear and walrus-shaped confectionery in blackberry, raspberry and strawberry flavours.

Both variants have rolled into Asda and WH Smith. By The Sea has also rolled into Morrisons and Boots (rsp: £1.50/110g).

The packs feature educational facts about animals and a QR code, which redirects consumers to a website where they can create their own AR creature.

“This expansion of the beloved Fruittella portfolio caters to parents with four to 12-year-olds who are searching for an all-natural treat for the family with an added interactive twist – with the quality assurance that comes from a trustworthy household name,” said Fruittella senior brand manager Lauren Potter.

“By The Sea and In The Snow are only the beginning of a multiverse of fun from Fruittella Curiosities, so watch this space.”

Fruittella isn’t the only confectionery brand innovating in HFSS-compliant jellies. Take Mondelez, which unveiled a new range of non-HFSS sweets called Juicies in July 2022; or Naturelly, which launched its own compliant fruit gummies in September.