Fruittella apes Starburst with flavour-changing sweets

Fruittella is mirroring Starburst and launching Fruittella Magics, sweets that change flavour while they are chewed, which will be supported by a major marketing campaign.

Fruittella Magics: launch to be supported by a national TV campaign
Fruittella Magics: launch to be supported by a national TV campaign

The launch of Fruittella Magics will be supported by a national TV campaign in the coming weeks.

The sweets will be sold as single sticks, costing 44p, as multipacks at £1.48 and in bags at £1.25.

Fruittella owner Perfetti Van Melle believes the novelty of sweets which change flavour as they are chewed will prove a hit with consumers.

Along with the launch of Fruittella Magics, Perfetti Van Melle has also overhauled Fruittella's packaging.

The launch of Fruittella Magics follows that of Mars-owned Wrigley expanding its confectionery stable with the launch of Starbust Flavour Morphs, which also change flavour when chewed.

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