Fruit-Tella Transitions its Chews to Vegan

Confectionery brand, Fruit-tella is transitioning its chews to a fully vegan recipe.

The switch will be implemented across its full range, including the Fruit-tella Strawberry Mix Chews, Fruit-tella Duo Stix, and the more recent edition of Fruit-tella Berries & Cherries.

The chews will still contain real fruit juice and be made with all-natural colourings and flavours.

Rolling out across all stores throughout November, the reformulation will be supported with targeted social media, an influencer campaign and targeted sampling.

Lauren Potter, Senior Brand Manager at Fruit-tella, said “Fruit-tella has been synonymous with the highest quality sweets since 1931. We are delighted that those who favour a plant-based diet can now join in the fruity fun too.

“We have worked hard to perfect a vegan recipe that replicates the taste and texture of our beloved chews, and we are certain that the new formulation will be a surefire hit with existing consumers and new shoppers alike. We look forward to welcoming some more fans to the Fruit-tella family!”