[London] As U.K. companies try to change the way they market to kids to fend off legislation aimed at curbing child obesity, Nestle U.K. is scrapping artificial colors and flavorings from its Rowntree fruit candy line and adding more fruit juice. A marketing campaign by WPP Group's JWT
this summer will use the tag line "Get real" to promote the re-launch of products like Fruit Pastilles and Tooty Frooties. In June, Nestle will introduce a new fruit candy line, including Rowntree Sugar Free Lolly, that claims to provide children with healthy treats. The $230 million fruit candy category is growing by 2.5% a year, according to NestleU.K. data. Graham Walker, Nestle Rowntree sales communications manager, said, "We mums will see the Lollies as a more permissible treat for the kids, because they are sugar free, made with real fruit juice and contain no artificial flavors or colors."