Fruitella owner Perfetti van Melle is to launch a sales initiative next week that enables store managers to win stock by texting.

Under the Sweet Rewards scheme, a newsletter will give independent stores the chance to win Fruit-tella, Chupa Chups, Smint and Mentos products, as well as offer advice on merchandising and sales generation. It will also provide updates on NPD and marketing.

"This will revolutionise how we communicate with retailers and help us work more closely with them to ensure great sales," said marketing manager Mark Stangroom.