Naturelly has relaunched into retail under a new brand called Super Naturelly, alongside the return of its fruit gummies after production was halted three years ago due to rising manufacturing costs.
The children’s snacking brand, which was founded in 2016 by Joanne and Dean Dempsey, has returned to market with a renewed focus on functional confectionery and fruit snacks designed to support children aged four to 11.
Naturelly initially built a following with its healthier juicy jelly pouches and pots, before expanding into HFSS-compliant fruit gummies in 2023. However, the gummies were pulled from production just months after launch due to surging manufacturing costs linked to the energy crisis, said co-founder Dean Dempsey.
“Rather than pass those costs on through significantly higher retail prices, we decided to look for a new manufacturing partner,” he told The Grocer.
“That process ended up taking three years. We went back and forth with manufacturers, through multiple production trials, refining the formula, texture and taste.”
Last year, distribution challenges saw the brand discontinue its core jelly pouches after nearly a decade of production.
Now trading as Super Naturelly, the brand has relaunched its high-fibre fruit gummies, available in five flavours: two mixed fruit variants, as well as watermelon, strawberry and cherry.
The gummies, which provide “essential vitamins to support growth and development”, are made with real fruit juice and contain no added sugar or sweeteners. Each gummy provides 1g of fibre.
They have launched in 35g (rsp: 90p) and 90g (rsp: £1.80) bags on Amazon, ahead of a wider rollout across major retailers later this year.
Super Naturelly said many children’s snacks remain “high in sugar and low in meaningful nutrition”, despite growing awareness among families around children’s health. It aims to bridge the gap between “convenience and genuinely healthy snacking” by developing a portfolio of “nutrient-dense” snacks.
“We’re parents ourselves and have built this for families – helping them live healthier, more active lives without the premium price tag,” said Jonathan Halsall, MD of Super Naturelly.
“At a time when health has never mattered more, we believe the right nutrition should be accessible, enjoyable and designed to fuel real childhood energy.”
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