Nestlé confectionery is aiming to drive sales among adult consumers with the new launch of Fruit Pastilles Infusions.
Rowntree’s Fruit Pastilles Infusions aims to extend the brand’s appeal among adults, which make up 66% of fruit sugar confectionery sales.
Infusions is available to retailers now in limited-edition 45g bags and permanent 140g pouch bags, RRP 51p and £1.29 respectively.
The packs contain three flavours of sweets, orange & grapefruit, raspberry & pomegranate and apple & elderflower.
Emma Lindsay, Rowntree’s brand manager at Nestlé Confectionery, said Rowntree’s Fruit Pastilles Infusions taps into the consumer trend for more premium flavours.
“Sales of sugar confectionery peak in the summer months and what better way to excite consumers at this time than with a new product launch,” she added.
Rowntree’s is currently backed by a £5.6m marketing spend, which is promoting its range of Fruit Pastilles, Fruit Gums, Randoms, Jelly Tots and Tooty Fruities.
It is the highest media spend for the brand since the launch of Rowntree’s Randoms in 2009.