Fruitella built its UK reputation on a simple pitch — a soft chew made with real fruit juice — and decades of memorable TV advertising, which is why the name still gets searched even though it's a less common sight on UK shelves than it used to be.
An Italian-born chew with a fruit-juice angle
Fruitella is made by Perfetti Van Melle and has its roots in Italy, built around a soft chew sweet marketed on containing real fruit juice rather than being a purely artificial fruit flavour — a positioning that set it apart from harder boiled sweets and gum-style chews of the same era.
A brand built on advertising
In the UK, Fruitella became particularly well known through a long run of distinctive television advertising from the 1990s onwards, which helped keep the brand recognisable to a generation of shoppers even as the wider soft-chew category filled up with competitors.
What we actually stock right now
We don't currently stock Fruitella. The closest sweet we carry in the same soft fruit-chew-cube format is Maoam Bloxx 15p Tub 880g and Maoam Stripes 5p Tub 840g, both genuinely in stock — Maoam is Fruitella's closest direct competitor in texture and format, so it's a reasonable substitute if Fruitella specifically isn't available.
FAQ
Do you sell Fruitella?
No, we don't currently stock Fruitella. We carry Maoam Bloxx and Maoam Stripes instead, which are the closest match in texture and format.
What makes Fruitella different from other chews?
Its marketing has long centred on containing real fruit juice, rather than being a purely artificially flavoured chew.
Who makes Fruitella?
Perfetti Van Melle, the same company behind several other well-known chew and mint brands.
What's the closest sweet you stock to Fruitella?
Maoam Bloxx and Maoam Stripes — both fruit chew-cube sweets in the same general category, and both currently in stock.