Fresh Fruit-tella Packaging Features Less Plastic

Eminently edible, fruit juice-based confectionery chew-fest, Fruit-tella, has undergone a tasteful facelift featuring a reduction in the plastic used in its packaging.

The refresh has been implemented across its entire portfolio with the aim of boosting consumer appeal by showcasing the brand’s ingredient credentials, namely real fruit juice, natural colouring and flavours, while also being gluten-, dairy-, gelatine free, alongside sugar free and reduced sugar, respectively.

To mark the launch, from April, Fruit-tella’s packaging material will also be replaced with a thinner alternative and pack sizes will be condensed without reducing portions. This is projected to save around 5.2 tonnes of plastic a year and reduce the brand’s CO2 output. The changes also include an additional recycling symbol onto packs for clearer recycling messaging.

Kate Howe, product manager at Fruit-tella, said: “We’ve refreshed our pack designs in order to drive the ‘real fruit’ heritage of our brand that we’re so proud of. One key difference in our new look is replacing the cubed fruit with the natural fruit images, to really show that Fruit-tella is, and always has been, rooted in fruit and naturalness.

“Sustainability is also more important than ever and we’re really proud of our latest plastic initiative. Perfetti Van Melle (parent company) has a global agenda for sustainability, and this widescale reduction followed industrial packaging trials to understand whether the bag size was efficient and necessary. Environmental impact wasn’t always considered in the way it is today and while there’s always still more work to be done, we’re committed to becoming a more sustainable supplier.”