sour note Fruit-tella has joined the ranks of the not-so-sweet sugar confectionery brands with the launch of Citrus Sour. The newcomer ­ which has grapefruit, lemon and orange flavours ­ is available in stick packs and in a five-for-four multipack promotion in the multiples during the summer. Its arrival will be backed by a nationwide sampling campaign in theme parks next month, as well as tie-ups with children's magazines. Sour flavours are a dynamic trend in the confectionery arena. Masterfoods followed the launch of Skittles Sours two years ago with a sour version of Fruittella's big rival Starburst in May 2003. Cadbury Trebor Bassett also added a sour variant to its Maynard's wine gums range earlier this year. {{MARKETING }}

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