×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Nestle scraps artificial candy ingredients

By Published on .

[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."
In this article:
Most Popular