Fruit Pastilles and Jelly Tots reimagined in Rowntree’s Squidgers launch

Credit: Nestlé UK and Ireland

Nestlé-owned Rowntree’s is shaking up the sweets aisle this summer with the UK and Ireland wide launch of its new Squidgers range, a soft, fruity reinvention of its iconic Jelly Tots and Fruit Pastilles.

Available in 120g sharing bags, Jelly Tots Squidgers come in raspberry, apple, pineapple and orange, while Fruit Pastilles Squidgers feature blackcurrant, lemon, lime, orange and strawberry, all made with real fruit juice and containing no artificial colours or flavours.

Rowntree’s Fruit Pastilles were first introduced in 1881 as the company’s first fruit sugar sweet, with Jelly Tots following much later in 1965. The new Squidgers range puts a soft spin on these classics, tapping into shoppers’ appetite for nostalgic favourites with a fresh twist.

Summer partnership with Kids Pass

UK family savings app Kids Pass is partnering with Rowntree’s to support the launch. From 1 July to 31 August, promotional packs offer parents and guardians three months’ free access to the app, unlocking discounts of up to 40 percent at over 1,500 family attractions and activities.

Shoppers can redeem the offer by scanning the QR code on pack and entering their details to receive a unique sign-up code (new Kids Pass users only).

Sophie Browning, Brand Manager for Rowntree’s at Nestlé UK and Ireland, said: “Our new Squidgers sweets are deliciously soft and made with fruit juice, perfect for those looking for a twist on a classic. While the British weather can be unpredictable you can rely on Rowntree’s to bring the fruity fun this summer with our Kids Pass partnership.”

James Mellor, Business Director at Kids Pass, added: “We’re thrilled to be partnering with Rowntree’s to help families enjoy unforgettable experiences for less at some of the UK’s top attractions this summer.”

Both Squidgers Fruit Pastilles and Jelly Tots are available at an RRP of £1.50, although pricing may vary by retailer. The sweets are not suitable for vegetarians or those following a Halal diet.