Fruittella is growing its sugar free portfolio with the addition of Fruittella Fruit Drops, which will be supported by a £2m media campaign this summer. Available in citrus and red berry mixes with added vitamin c, the hard candies have an rrp of £1.   

Made using natural colours and flavours, the product features a convenient flip top pack format, making it ideal for on the go shoppers and impulse purchases at till point.  

With 92% of UK consumers now consciously purchasing reduced sugar products across all categories (IRI data 52 w/e 25th March 2017), the brand is hoping to tap into incremental confectionery sales with its first ever hard-boiled offering.  

Fruittella brand manager Matthew Navier, says: “Following a fantastic year for Fruittella – which now features as a top ten best-seller in the sugar free market – we are continuing to invest and evolve the brand with Fruittella Fruit Drops. Stocking a range of sugar free and less sugar confectionery options is proven to drive incremental sales for retailers, in fact, +73% on average (Kantar World Panel Research November 2017), so it’s a no brainer. As well as the sales opportunity that sugar free products represent, it is now more important than ever to conform to government guidelines and guidance from Public Health England with a responsible variety of products.”