Fruittella pack

Source: Perfetti Van Melle

The confectionery brand has applied to register its logo as a trademark with the IPO under class 32, covering soft drinks

Fruittella looks set to make a surprise move into soft drinks

Owner Perfetti Van Melle has applied to register the brand logo as a trademark with the International Property Office under class 32, covering fruit drinks, flavoured waters, and soda beverages.

When approached by The Grocer, Perfetti Van Melle declined to comment on the trademark activity.

It comes after Fruittella rebranded last year to play up its “high-quality ingredient credentials”.

The confectionery brand swapped its old fruit cube images to natural fruit images and condensed its pack sizes to reduce plastic waste.

According to NielsenIQ data, Fruittella grew value sales of its sugar confectionery by 7.9% to £21.4m last year [52 w/e 11 September 2021].

The confectionery giant also recently unveiled a limited-edition Fanta-flavoured version of its Mentos sweets.

Speaking at the time of the launch, Perfetti Van Melle UK marketing director Mark Roberts said: “Brand mash-ups always perform really well when they bridge categories, and two cult favourites coming together in this limited-edition is sure to be a hit.”