Confectionery brand Fruit-tella has announced that it is transitioning its chewy sweets range to a fully vegan recipe.

The switch to vegan will be implemented across the full range of chews including the Strawberry Mix Chews, Fruit-tella Duo Stix and Fruit-tella Berries & Cherries.

All of the chews will still contain real fruit juice and be made with all-natural colourings and flavours. Rather than using animal-derived gelatin, commonly used in the production of confectionery and other food products, Fruit-tella’s new recipe sees the brand use plant-based gelling agents alongside other natural, vegan-friendly ingredients.

Lauren Potter, senior brand manager at Fruit-tella, said: “Fruit-tella has been synonymous with the highest quality sweets since 1931. We are delighted that those who favour a plant-based diet can now join in the fruity fun too.”

She added: “We have worked hard to perfect a vegan recipe that replicates the taste and texture of our beloved chews, and we are certain that the new formulation will be a surefire hit with existing consumers and new shoppers alike”.

The new vegan-friendly recipe is rolling out to all stores throughout November.

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