Tangerine Gives Fruit Jellies a Major Makeover

The box format has been retained but the design has been modernised with distinctive graphics in-line with the rest of the Taveners range and it is now presented in a shelf-ready pack.

24/06/08 Tangerine Confectionery, the UK’s largest independent sugar confectionery firm, is relaunching Orchard Fruits as Taveners Proper Sweets Fruit Jellies.

The popular range, which has been a classic seasonal favourite for years, has been reformulated and is now made with all natural colours and flavours, the jellies are also fat-free, Halal approved and suitable for vegetarians.

The box format has been retained but the design has been modernised with distinctive graphics in-line with the rest of the Taveners range and it is now presented in a shelf-ready pack.

Each box contains 15 pieces of confectionery in pear, lime, lemon, mandarin, raspberry and blackcurrant flavours and will retail at an rrp of £1.49.

Commenting on the launch Helen Sear Tangerine Confectionery group marketing manager said: “The decision to re-launch was made on the basis of the product’s great fit with the ‘proper sweets’ positioning of the Taveners range, its heritage and the need for a more modern product and packaging presentation.

“The Taveners range represents high quality and familiarity – these are sweets which many people have enjoyed since their childhood and there is a sense of them being ‘old favourites’."

The full range of Taveners ‘proper sweets’ consists of 10 lines including: wine gums, jelly babies, fruit pastilles, real milk chocolate eclairs, humbugs, chocolate limes, dairy toffee and American hard gums.