What is consumer brand perception about Fruittella in the UK, Italy, Benelux and Russia? i.e. what level of brand awareness is t

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Fruittella - Brand Perception (UK)

According to market research firm YouGov, half of consumers in the United Kingdom have a positive opinion of the Fruitella brand, while 30% and 11% have neutral and negative opinions, respectively. Ninety-one percent of consumers in the country have heard of the brand. In terms of sugar confectionery sales in the country, Fruittella ranks 11th after Haribo, Maynards Bassetts, Rowntrees, Trebor, Drumstick, Swizzels, Skittles, Polo, Tic Tac, and Mentos.


  • YouGov reports that, of consumers in the United Kingdom, 50% have a positive opinion of Fruittella, 30% have a neutral opinion of Fruittella, and 11% have a negative opinion of Fruittella.
  • Fruittella is most popular among millennials. Sixty-one percent of millennials have a positive opinion of Fruittella, while only 56% of Gen Xers and 39% of Baby Boomers have a positive opinion of Fruittella.
  • Fruittella is more popular among women than among men. Fifty-four percent of women have a positive opinion of Fruittella, while only 47% of men have a positive opinion of Fruittella.
  • Both Fruittella Sugar Free Fruit Gums Pouch 90 g (Pack of 14) and Fruittella Sugar Free Fruit Foams Pouch 80 g (Pack of 14), which both figure among the 100 best-selling fruit and chewy sweets on Amazon UK, have an overall rating of 4 out of 5 on the online shopping platform. Each has 66 customer reviews, which, in turn, are distributed as follows: 5 star (59%), 4 star (12%), 3 star (6%), 2 star (8%), and 1 star (15%).
  • Both products were rated 5 out of 5 for flavor and 4.7 out of 5 for value for money.
  • Customers who gave the products 5 stars described the products as "soft and tasty," reasonably priced, "very nice," "not too sweet," and "addictively delicious."
  • Customers who gave the products 1 star said that the products spiked their blood sugar and the products caused diarrhea and stomach cramps/gas.
  • Consumers' perception of Fruittella's lower-sugar offerings must have been positive overall, since according to Nielsen senior client manager Cameron Sharp, sales of Fruittella's 30%-less-sugar product line have seen a year-on-year increase of GBP 1.8 million, and major retailers have increased the shelf availability of products belonging to this line.
  • Fruittella Chewy Mix 5 x 41 g has 28 customer reviews and is one of the favorite sweets of shoppers on Ocado.com. The product was described as "perfect for a treat over summer holidays," "distinctively fruity," "moreish," "satisfyingly chewy," and "lovely flavoured." Twenty-four of the 28 customers who reviewed the item would recommend the item to a friend.



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Fruittella - Brand Perception (Italy)

The Fruittella brand has a very good reputation among its Italian consumers. Consumers think that Fruittella brand products are highly health conscious and have fewer calories, which are the most important reasons for them to consider products from this brand. An analysis of the brand perception is given below.


  • As per Fruitella's Italian Facebook posts, it can be seen that the brand is popular enough among Italians. All Fruittella posts had many likes and at least 25 shares by Italian consumers. For example, Fruittella's post on Fruittella 12 Mini Sticks packet got a huge response from Italian consumers.
  • In general, Italians are becoming more concerned with the consumption of calories which is why they are attracted to Fruitella's products as most of these products have fewer calories. Fruittella posts on health conscious and low-calorie products, such as the post "Fruittella Good for You Mixed Sports Snack", were liked by many consumers. Such posts explain that "the ingredients provide manganese, important for a normal energy metabolism without added sugar", "In the envelope, you find 12 mini stick of Starburst with lemon, strawberry and orange tastes, with 30% less sugar than candy similar with sugar."
  • Italian consumers are very attracted to the brand's products that are specifically focused on health. This is due to the fact that the majority of the likes and shares were for those Fruittella products that had fewer calories and less sugar.
  • The majority of the Italian consumer's reviews on the brand's Facebook posts show that the brand products have a very good reputation among Italians. Italians prefer the brand's products in day-to-day life. Example reviews from consumers include "Excellent products. Advertising reflects the quality of its chewing gum and candy. They're part of my everyday life. Excellent".
  • Some of its Italian consumers, however, are not happy with the type of packaging the brand uses and feel it should be changed. There were some reviews like "it's high time you changed your packaging ... all this single-use plastic is very old-fashioned and damaging to the environment."


  • The Fruittella brand does not have a specific social media handle and all news and posts for this brand are handled by its parent company Perfetti Van Melle on its social media handles in Italy, which include Facebook and Twitter.
  • The parent company's Italian Facebook page is followed by 2,913 people.
  • The parent company's Italian Twitter account is followed by 145 people.
  • The frequency of the brand's ads is significant and are mostly in the form of videos.


  • The Fruittella Italy brand is owned by Perfetti Van Melle.
  • The Fruittella brand is the most popular among Italians due to its unique tastes.
  • Perfetti Van Melle is the leading player in the sugar confectionery segment accounting for approximately 30% of the market share in Italy.


We commenced our research by first looking for the Italian consumer's perception of the brand. We reviewed the official site of the brand in the hope of finding press releases or a section "what our customers say" from which we could collect the perception of its consumers. Unfortunately, the website did not contain any such section. The website also had no media sections or links to social media pages.

We then searched for research reports, surveys and/or case studies ever done on the company's customers in Italy in the hope to get insights or facts on what Italian consumers think about the company and how the brand is recognized among Italian consumers, among others. We searched through research databases (such as Research Gate, Research Guides, Pew Research), however, none of the sources contained any relevant information. This is most likely due to the unavailability of such data as no previous researches or case studies seem to have been conducted on this topic. Hence, none of the databases yielded any positive results.

We then attempted to analyze the company's social media pages specifically targeting Italian customers so that we could collect the Italian customer's perception of the company. We specifically wanted to collect and analyze consumer reviews and comments on the company and collect data on its following in Italy. There were, however, no direct links to social media pages on the brand's website, so we searched for the brand's official accounts on different social media platforms such as Facebook, Instagram, Twitter. Unfortunately, the brand did not have a social media account on any of the social media platforms we searched on. In fact, the handles that we obtained were for Brazil and other countries and therefore not pertinent to the request.

We then looked for statistics and/or facts on the performance of the company market in Italy in the hope to get any relevant facts or statistics from which we could triangulate the company awareness including its marketing ad spend in Italy. We searched through Italian local news articles (from sources such as Ansa, La Stampa), press releases (such as BusinessWire, PR Newswire), and company databases (such as Statista, Forrester, Hoover, Forbes, and Investopedia). The majority of the information found did not yield information relevant to the subject matter or yielded only information on Perfetti Van Melle (the company that owns the Fruittella brand in Italy).

We then looked for the top or most popular sugar confectionery brands in Italy hoping to find Fruittella somewhere on the list as well the reasons for its inclusion. Through this method, we hoped to compare it with other brands in Italy and determine its popularity among Italian consumers. We searched through press releases (such as Businesswire, PRNewswire) and research databases (such as Hexa Research). The majority of the databases focus on sugar confectionery brands globally and not specifically on Italy. However, we were able to gather a source from Hexa Research which shows that Perfetti Van Melle is the leader of sugar confectionery brands in Italy.

Hence, as a last resort, we explored the brand's parent company (Perfetti Van Melle) website and social media pages. After thoroughly searching through all of its press releases and social media pages, we discovered that the parent company handles all posts, news, and promotions related to Fruittella. So we analyzed the press releases, available company reports, and posts on Facebook (as no related posts were on Twitter) specifically targeting Fruittella in Italy and then analyzed their comments and likes. From the analysis that we performed, we were able to gather the majority of the perceptions of Italian consumers about the brand as well as insight on the frequency of ads, brand awareness, and popularity.

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Fruittella - Brand Perception (Russia)

Fruittella, a product of the Dutch "Van Melle AG" company is well-known to about 68% of Russian consumers. Fruittella brand sweets are known to have high demand and are purchased by about 42% among survey respondents. There is an insufficient amount of information available to the public on the annual marketing spend of Fruittella.


  • Fruittella is a famous brand well-known by about 68% of Russian consumers. Fruittella brand sweets are known to have high demands of about 42% among survey respondents.
  • Meller is the preferred sweet brand by 32% of surveyed respondents, Menthos-Fruit sweets, by 27% of the all chewy sweet-product consumers. Perfetti Van Melle is a global manufacturer of confectioneries and owner of Chupa Chups, Fruittella, Meller and the Mentos brands.
  • The consumers that choose Fruittella (68%) do so mainly because they believe it "succeeds in freshening the breath."
  • Recent Facebook posts suggest that Fruittella products are tempting, and Russian consumers love them. Some Russian consumers want to buy Fruittella products with a "lot of money."
  • The Fruittella brand manager claims that shops that stock its sugar-free and less sugar containing confectionery products are seeing incremental sales by 73%.
  • Some consumers are skeptical that new products packaged by Fruittella which warn against "excessive" consumption but fail to reveal what constitutes excessive consumption. A customer that over consumed the sugar-free Fruittella product complained of a painful swollen stomach.
  • Some consumers believe that consuming over 90g of some Fruittella products every day may cause diarrhea.


  • Fruittella believes its story is that of a successful brand that started in 1931. In 2017, Fruittella updated its logo and completed a new packaging design featuring unusual square fruits.
  • There is an insufficient amount of information available to the public on the annual marketing spend of Fruittella.
  • Fruittella has several unique products, including one created specifically for girls made from fruit jelly having strawberry and raspberry flavors and a delicate yogurt glaze. Fruittella believes some of its products are impossible to resist.
  • Comments on Facebook reveal that consumers love Fruittella products and miss certain flavors that are no longer easy to obtain/purchase.
  • Fruittella Marmalade is famous has over 7000 views from a single Facebook post.
  • Talking Retail News reveals that Fruittella recently launched a sugar-free confectionery known as Fruit Drops made with citrus and red berry mixed flavors.
  • The consumption of sugar-free candy confectioneries has grown 34% within the past. Products of Fruittella, Nestle Rowntree, and Werther's, are responsible for candy's overall growth by 0.4%.
  • In 2014, Fruittella won the Bronze in Best TV Ad for our “Vajazzled” commercial in Manchester, United Kingdom. Other awards won by Fruittella include the Cream Midlands Awards.


  • The Group Facebook page of Fruittella has 60,066 members.
  • The Fruittella Tempties Instagram page (@fruittella_tempties) has about 78 posts and 360 followers.
  • The Fruittella OK.RU social media analysis page has 2,497 topics, 2,590 photos, nine videos, and 31,236 participants with several videos.
  • As of June 9, 2019, the last post on Fruittella Facebook page was on April 16, 2019. Fruitella updates its social media profile such as Facebook monthly with about two to three comments/posts but often skips a few months.


We scoured through the web page of Fruttella for insights into what consumers in Russia think of the Fruittella brand. We hoped that the feedback section or web review data relevant to its Russian website would uncover some details on the view of its customers. Unfortunately, Fruittella does not maintain any public feedback or customer review page. Review of academic publications, scholarly articles published by ResearchGate, Scribd, etc., for detailed statistics on the market size, followership, and revenue of Fruittella against competing brands failed to uncover helpful insights. A Scribd publication which analyzed Fruittella was behind a paywall.

Further research through press releases, market industry reports, snack review publications, expert review resources such as EatExploreEtc, The UK Grocer, among other resources for Russian consumer perception of the Fruittella brand failed to uncover comprehensive insights required to present a detailed report. Research for some challenges consumers of Fruittella products get confronted with, and their views/comments regarding such problems revealed that some consumers are worried about a Fruittella package warning on some sugar-free products against "excessive" consumption and a failure to explain what constitutes excessive consumption. The publication also revealed that some consumers believe that consuming over 90g of some Fruittella products every day may cause diarrhea.

Study through credible databases such as Crunchbase, MarketWatch, FoodMarket, etc., failed to uncover any insights into the rating of Fruittella when compared to other brands. We reviewed through social media platforms such as Facebook, Instagram, among other social media platforms for the brand's following revealed that Fruittella Facebook page has 60,066 members. Its Instagram page has about 78 posts and 360 followers, while the Fruittella OK.RU social media analysis page has 2,497 topics, 2,590 photos, nine videos, and 31,236 participants with several videos. This strategy gave insights into the followership of Fruittella in Russia but could not provide insights into the size of competing brands. Due to the limited availability of information on the brand awareness of Fruittella, we expanded our scope to study through publications older than the usual 24-month credibility range. A review of a FoodMarket archive publication for the Fruittella brand review uncovered statistics which revealed that Fruittella is a famous brand well-known by about 68% of Russian consumers. The study also compared Meller and Mentos to the Fruittella brand. This strategy did not reveal if Fruittella is the topmost brand in the Russian sugar confectionery market.
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Fruittella - Brand Perception (Benelux)

Health consciousness is growing among customers, weakening the growth of confection markets in general. Fruittella is one of Perfetti Van Melle's "regional brands," which differentiates itself as a fruit candy using all natural flavors and colors. Unfortunately, we were unable to develop a specific picture of the Benelux region's customer base's perception of Fruittella.

Useful Findings:

  • The parent company of Fruittella, aka Perfetti Van Melle, has only 3 global brands Mentos, Chupa Chups and Alpenliebe. Its other 17 brands are considered regional brands.
  • Fruittella is one regional brand from the house of Perfetti Van Melle that has a presence in eight countries of the world. Two of these countries are in the Benelux region, namely Belgium and Netherland.
  • Since 2008 Fruittella only makes sweets with natural flavors and colors.
  • Fruittella is known as the "square candy" with a delicious fruit flavor.
  • The same site as quoted above, also says that over the years the brand has expanded considerably with nice dispenser packaging such as Fruittella Dummy and Lange Jan.
  • The Belgian website of Fruittella states that in 2007, a green landscape was added on the roll to highlight the benefits of Fruittella products based on real fruit juice.
  • In 2013, the brand was given a new, modern look to emphasize the fruit and highlight the Fruittella logo.

Social Media Presence:

  • The Netherlands page of fruittella in Facebook has 10,625 followers.
  • This notably less than the Fruittella UK page. That has 205,358 followers. The Fruittella Brazil page that has 1,794,833 followers.
  • Two top countries from where most of the tweets came with the hashtag fruittella were Great Britain and Brazil.
  • However, the topmost language in which the hashtag Fruittella was tweeted was French (38 percent), followed by Portugese (23 percent,) English (23 percent,) Italian (8 percent,) and unrecognized (8 percent.) French is one of the official languages spoken in the Benelux country of Belgium.

Insights on the overall Confectionery Market:


  • In the overall confectionery market of Belgium Perfetti Van Melle, the parent company of Fruittella has been reported to have own the best-selling brand Mentos as per a study done by Euromonitor.
  • Despite the strength of multinational players such as Haribo, Mondelez and Perfetti Van Melle local manufacturers such as Suikerbakkerij Joris and Gicopa have been found to hold a large share of value/sales, banking on the tradition, history and memories of older customers.
  • An increasing health consciousness among consumers was found to be causing the market to shrink, especially for bubble gum.
  • Pocket formats of chewing gum was also found to have been on the decline for a few years in the Belgian market as it was no longer being perceived as convenient.

Confectionery Market of Netherlands:

  • Overall, for the dutch market, a higher proportion of sugar confectionery continued to be sold in supermarkets in 2018 with drugstores remaining significant channels.
  • In terms of specific companies present in the market, the company Haribo grew in 2018 with new offerings using dextrin as a sugar alternative. These variants were adapted in some fruit gums from the brand, containing 30 percent less sugar than standard gums. This reduction in sugar-content was seen as an effort to meet the trend for healthier sugar confectionery.
  • The gum market in Netherlands recorded growth at a CAGR of 3.6 percent during 2011-2016 and was expected to grow as the fastest-growing category for the next five years (2016–2021)

Research Strategy:

We began our research with major market research firms like Markets and Markets, Market research, Gm Insights, Mordor Intelligence, and their peers. We also looked at news wire aggregators like GlobeNewswire, PRNewswire, Businesswire, etc. This strategy helped us develop an impression of the European confection market as a whole, but failed to contain granular enough data to develop a picture of the Benelux regions customers.

Next, we explored the extension web presence of the company and its parent companies, looking at social media and online publications in several countries under the companies' many brands. This added to our understanding of the companies' marker positioning and strategies but led to a little critical exploration of the customers' responses to that marketing, at least from publicly available information sources.

Broadening the scope of our research we turned to respected industry and business media sources such as Forbes, Fortune, the WSJ, and their peers. This strategy also failed to produce any information sufficiently granular address this request.

There are databases that focus on consumer perception, such as Numerator.com and Mintel, as well as the publications of firms such as Nielsen, Euromonitor, IBISWorld, and Statista. Researching these sources provided some insight into the Belgian and Netherlands confection markets but not enough to make specific claims about customers' perception of Fruittella.

We also tried gathering information from interviews and articles on industry leaders and C-level executives of Fruittella/Perfetti Van Melle and their competitors. These interviews and articled contained a great deal of information about marketing and business strategies but little concerning specific regional customer perceptions.

Thinking creatively, we turned to ad industry databases, sources such as WARC case finder, Creative Brief, Adage, and Adweek as these sources often perform surveys and gather information about customer attitudes and perceptions. Once again the information we did find on the publicly accessible reports and articles lacked the granularity needed to be useful.

As a final strategy, we attempted to compile our own overview of customer perceptions by scouring the social media presence of the candy company, in all of its various national and linguistic iterations. The data we gathered this way remained to sparse and inconsistent to allow up to offer a high-confidence summery of customer perceptions specific to the Fruittella brand and specific to the Benelux region.

From Part 03
  • "THIS IS MMM ... MARMELADE! A unique product from Fruittella , created specifically for girls! Fruit jelly with strawberry and raspberry flavor in delicate yogurt glaze, which is simply impossible to resist!"
  • "Client: Perfetti Van Melle, global manufacturer of confectionary, owner of Chupa Chups, Fruit-tella, Meller and Mentos brands. Republico: Design and layout for the company's product catalogue."
From Part 04
  • "Fruittella products only contain flavours and colourings from natural plant and fruit extracts, so nothing artificial. It goes without saying that Fruittella always contains fruit juice for that extra fruity taste. So you can enjoy Fruittella 'flavours from nature'!"
  • "Belgium Brazil Italy Netherlands Poland Russia South Africa United Kingdom"
  • "Fruittella Everyone knows Fruittella as the "square candy" with a delicious fruit flavor. But there is much more. Fruittella is actually for everyone and every moment. The square rolls are handy for traveling. Good to know is that since 2008 Fruittella only makes sweets with natural flavors and colors"
  • "Everyone knows Fruittella as the "square candy" with a delicious fruit flavor. But there is much more. Over the years, the range has expanded considerably with nice dispenser packaging such as Fruittella Dummy and Lange Jan. Fruittella is actually for everyone and every moment. The square rolls are handy for traveling. The distribution packages are ideal for a party, for a day out and of course just for in the candy jar! Good to know is that since 2008 Fruittella only makes sweets with natural flavors and colors."
  • "Arrived in Dutch Retailers !!! Developed and implemented in Perfetti Van Melle Benelux"
  • "2007 A FRUITY LANDSCAPE To highlight the benefits of Fruittella products based on real fruit juice, with natural colors and aromas, a green landscape has been added on the roll."
  • "2012 FRUITTELLA 80S For the 80th anniversary of Fruittella the book "Iconic packaging, the Fruittella roll" is published."
  • "2013 NEW PACKAGING To emphasize the fruit and highlight the Fruittella logo, the packaging has a new, modern look."
  • "Everyone knows Fruittella as the "square candy" with a delicious fruit taste. But the range offered is rich in many other products. Over the years, the range has indeed expanded with sharing bags such as Fruittella Dummy and Lange Jan. Fruittella is the candy of every moment that makes the happiness of young and old. Square rollers are convenient to take. The sharing bags are perfect for a party, an outing and, of course, in the candy jar! Note that since 2008, Fruittella only produces candies with natural aromas and colors."
  • "Cadbury Belgium and Solinest together led gum in 2018. While Cadbury offers the Stimorol, Hollywood, V6 and Bubblicious brands and Solinest the Freedent, Airwaves and 5 ranges, it is Perfetti Van Melle which owns the best-selling brand in the Belgian market, namely Mentos."
  • "Despite the strength of multinational players such as Haribo, Mondelez and Perfetti Van Melle, local players still have a role to play in the Belgian market, where tradition remains important. Indeed, capitalising on tradition, history and the memories of elderly people, local manufacturers such as Suikerbakkerij Joris and Gicopa managed to maintain their share of value sales."
  • "With Belgian consumers becoming increasingly health conscious, the consumption of gum is continuing to fall. Bubble gum in particular is struggling due to its strong association with confectionery and an unhealthy lifestyle. MANUFACTURERS NEED TO CREATE NEW SALES OPPORTUNITIES In addition to the increasing presence of healthy snacks at checkouts, gum is also suffering from a lower number of checkouts. As self-scanning and automatic checkouts are multiplying, consumers are either not passing through or spending much time in checkout areas, thus reducing the opportunity for impulse purchases."
  • "Due to no longer being perceived as convenient, pocket formats of chewing gum have been in decline for a few years. This continued in 2018, although a good performance from bottle formats limited the overall retail volume decline of chewing gum."
  • "HEALTH CONSCIOUSNESS HAMPERS VOLUME GROWTH BUT SUPPORTS VALUE SALES Despite appearances, health consciousness has been a driver of value sales in some sugar confectionery categories, such as pastilles, gums, jellies and chews, compensating for volume declines due to the same trend in other categories such as lollipops and boiled sweets. Firstly, increasing health consciousness has led to a fall in consumption of sugar confectionery, but not consumption occasions."
  • "SALES OF BREATH FRESHENING PRODUCTS ALSO DECLINING Along with chewing gum, the consumption of mints also fell in Belgium in 2018. This can be largely attributed to a lack of investment from manufacturers. IMPULSE SALES BECOMING INCREASINGLY IMPORTANT Health consciousness is not stopping consumers from buying sugar confectionery but is pushing them towards more informed choices. Consumers are thus increasingly demanding treats for specific occasions or diets."
  • "A higher proportion of sugar confectionery continued to be sold in supermarkets in 2018 with drugstores remaining significant channels where the Dutch try to profit from volume offers. Other channels such as discounters and variety stores such as Action are also looking to expand their share over the forecast period through the opening of new outlets and assigning greater shelf space to packaged food such as sugar confectionery."
  • "Haribo introduced extensions in 2018 containing dextrin as a sugar alternative. The variants were adapted in some fruit gums from the brand, containing 30% less sugar than standard gums as a result and meeting the trend for healthier sugar confectionery."
  • "LONKA PURSUES CROSSOVER TO PASTILLES, GUMS, JELLIES AND CHEWS Manufacturer Cloetta introduced a new product under Lonka in 2018. Lonka is already a popular brand in toffee, caramels and nougat, with the new launch earmarked within pastilles, gums, jellies and chews."
  • "Dutch confectionery market is being led by the chocolate category, which recorded modest growth at a CAGR of 3.1% during 2011-2016. However, it is expected to record strong growth in the next five years and will be worth US$1.6 Billion in 2021."
  • "Sugar confectionery, the second-largest category in the market, is expected to record the slowest growth during 2016-2021. On the other hand, gum, which is the smallest value category, recorded growth at a CAGR of 3.6% during 2011-2016. It is forecast to continue being the fastest-growing category in the next five years and will be worth US$0.4 Billion in 2021."