Nestlé has launched new Rowntree’s Fruit Pastilles Infusions with ‘premium’ flavours - orange & grapefruit, raspberry & pomegranate and apple & elderflower.
The new sweets will be available in a limited edition 45g singles bag (rrp 51p) as well as a permanent 140g pouch bag (rrp £1.29).
With adults making up two thirds of all fruit sugar confectionery consumption occasions, Nestlé decided there was a gap in the market for fruit sugar products with a more grown up flavour proposition.
The Infusions launch will coincide with advertising from Rowntree’s £5.6m masterbrand campaign, which showcases the full Rowntree’s range of Fruit Pastilles, Fruit Gums, Randoms, Jelly Tots and Tooty Frooties. This is the highest value media support for Rowntree’s since the launch of Rowntree’s Randoms in 2009, and features TV advertising as well as video on demand and digital advertising.
The full brand will also benefit from a range of new POS solutions especially for summer, with the strapline ‘Find Your Smile’.
Rowntree’s brand manager Emma Lindsay said: “Sales of sugar confectionery traditionally peak in the summer months and what better way to excite consumers at this time than with a new product launch. Rowntree’s Fruit Pastilles Infusions taps into the consumer trend for more premium flavour offerings and offers consumers something new and different to enjoy.”