Perfetti Van Melle to launch first Fruit-tella products in the U.S.

Perfetti Van Melle USA, Inc. is launching the first soft gummy products in the U.S. under the Fruit-tella brand, which has strong roots in Europe.

Fruit-tella Soft Gummies have real fruit puree as the No. 1 ingredient and are made with pectin instead of gelatin. Available in Strawberry & Raspberry and Peach & Mango varieties, each gummy has a playful fruit character shape.

“Building on its 90-year heritage as a leading candy brand in Europe, we think Fruit-tella Soft Gummies is the right kind of innovation in the U.S. to offer balance in confectionery and expand the fast-growing better-for-you segment,” said Sylvia Buxton, president and CEO of Perfetti Van Melle North America. “We’re even more confident consumers will love Fruit-tella Soft Gummies after U.S. testing of Millennial adults and their children revealed they preferred the Fruit-tella gummies over other leading better-for-you candies.”

The Fruit-tella brand goes back to 1931 when founder Van Melle first introduced the sweet to the Dutch market. The “square sweet,” as it quickly became known, was available in a variety of flavors. Over the years, the assortment grew to include chewy and jelly sweets.

Fruit-tella will be available in the U.S. in the first quarter of 2021 in a 3.2-oz. pack retailing for $1.79 and a 5-oz. peg bag for $2.49.