Fruittella unveils new look and reduces plastic across portfolio

Old and new Fruittella packs

Fruittella has been given a modern makeover to highlight the real fruit that goes into every pack.

The overhaul also marks a key stage in the brand’s sustainability journey as it aims to save over five tonnes of plastic through a new plastic reduction programme.

The refreshed packaging, implemented across 30 UK SKUs (150 worldwide), aims to drive consumer appeal by showcasing the brand’s ingredient credentials: real fruit juice; natural colouring and flavours; gluten-, dairy- and gelatine-free; as well as sugar-free or reduced sugar depending on the variant.

At the same time, from April 2021, Fruittella will also replace its traditional packaging material for a thinner alternative.

Projected to save 5.2 tonnes of plastic, occupy 22 less shipping containers, and reduce CO2 output by 15 tonnes annually, the switch also adds an additional recycling symbol onto packs for clearer recycling messaging.

Kate Howe, Product Manager at Fruittella, 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 Fruittella 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 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.”