The Dutch company is relaunching Fruittella with an initial £1.5m six-week burst of TV activity from mid-April, including interactive games and sponsorships.
Press, samplings and a further tranche of TV ads will follow later in the year. The brand has had little marketing support in recent years.
Fruittella's key proposition is that it contains real fruit juice and no artificial colours. It plans to challenge Masterfood's Starbursts.
Two brand spin-offs are also being launched in the UK. Fruittella Juice Wave, a chewy bar in four flavours, went on sale last week, priced 15p.
Fruittella Cream, a fruit and cream confection, will appear in April, priced £1.09.
Food Brokers will manage marketing and distribution. Advertising creative is being produced in-house.
.jpg)
.jpg)