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New Fruit-tella Soft Gummies targets ‘Better-For-You’ category in US market By Anthony Myers European candy brand builds on 90-year heritage to appeal to families looking for better ingredient line.
Perfetti Van Melle (PVM), one of the world s largest makers of confectionery and chewing gum, is expanding its US presence with a ‘better-for-you’ category offering and a more ‘innovative choice’ for sweet indulgence.
Fruit-tella Soft Gummies is described as a ‘playful new candy’ with real fruit puree as the #1 ingredient, “
not something you normally see in the candy aisle,” according to a PVM spokesperson.
Strong category growth
The better-for-you candy is experiencing a strong category growth (compared to the general confection category) with 11 times acceleration or 44% growth last year (CandyUSA.com).