547. Dutch Treats: FRUIT-TELLA by Van Melle of Holland, 1978

One of the most successful confectionary companies in the world today is Perfetti Van Melle, the 6^th largest in the world which produces some of the most popular candy brands known to Filipino kids like Mentos and Chupa Chups.

Van Melle made its presence in the Philippines in 1978 with the launch of FRUIT-TELLA CHEWS, soft, chewy candies that were made with real fruit juice, natural flavors, and natural colorings. The flavor varieties included Lemon, Apple, Pineapple, Banana, Orange and Stawberry. The individually-wrapped chewy candies were a hit—with sales boosted by colorfully-illustrated ads that appealed to kids.“The more you chew, the more flavor comes through”, says this FRUIT-TELLA ad, and indeed, the high quality candies earned quite a following for many years.

Their success prompted local candy makers to make their own versions, in particular, Columbia International Food Products, a longtime candy factory in the Philippines founded in 1937. It launched a similar brand of soft, chewy candies with strikingly similar shape, flavors, and even packaging called Frutos. (Note: In 2006, Columbia got into trouble with the packaging of its Chocquick milk that resembled Nestle’s MILO).

With a more established distribution system, cheaper price, and production volume capacities, Fruitos quickly gained local following. It was available in practically all outlets—from the smallest sari-sari stores to the biggest supermarkets. Never mind that it FRUIT-TELLA had a truer, more authentic fruity taste—consumers were willing to compromise.

FRUIT-TELLA eventually decreased its local flavor offerings to two: Orange and Strawberry flavors, while Columbia’s flavor range expanded to include Tropical Fruits, Milk and Shake, Milk Tea and Jelly-Filled.

 In 2001,  Italy's Perfetti SpA merged with Van Melle of Netherlands to form Perfetti Van Melle, infusing new strength in the company operations worldwide. Perfetti Van Melle would focus its energies on its other renown brands like Mentos and Chupa Chups which continue to have solid market base. For Perfetti Van Melle, the Philippines will always be an important and significant turf, for it has been in the country for over 40 years, providing good chews to one and all!