# Vegan-Friendly Candy Products Rowntree’s Fruit Pastilles are Now Suitable for Vegan Consumers By Michael Hemsworth | Published 2020-09-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rowntrees-fruit-pastilles References: [talkingretail](https://www.talkingretail.com/products-news/confectionery/nestle-makes-fruit-pastilles-vegan-friendly-15-09-2020/) & [nestle](https://www.nestle.com) The demand for vegan-friendly products is continuing to increase, which is seeing brands adapt with new recipes and variations as seen with the Rowntree’s Fruit Pastilles from Nestlè Confectionery. The products will now feature a vegan recipe across its range of candies starting with its sharing bags this October before a larger expansion. The candies are focused on the needs of vegetarian and vegan consumers, but still maintain the same flavor with a softer texture to further address preferences. Brand Manager Meg Miller spoke on the new Rowntree’s Fruit Pastilles products saying, "We have had many requests from consumers over the years asking if we can make Fruit Pastilles vegetarian or vegan. We want the brand to be enjoyed by as many consumers as possible and so we are delighted to be able to introduce our new vegan friendly recipe across the full range of sweets. In developing the new formulation, we were very conscious of our responsibility as custodians of this much-loved brand and its long history. Through this recipe change, we’ve made the sweets slightly softer, which we know has been a market trend for a number of years. However, our priority was to preserve the fabulously fruity chew that has made Fruit Pastilles a classic for almost a century and a half.” ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 37% | Activity: 51% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Increasing Demand for Vegan-friendly Products:** Opportunity for brands to adapt recipes and variations to cater to the growing market of vegan consumers. - **Soft Texture for Candy Products:** Incorporating a softer texture in candies can address consumer preferences and trends. - **Responsible Custodianship of Long-loved Brands:** Brands can demonstrate their commitment to their customers by being conscientious in developing new recipes and variations while preserving the essence of a classic product. ### Sectors Adopting This - **Confectionery Industry:** Opportunity to innovate and stay relevant to the market through developing vegan-friendly product lines. - **Vegan Food Industry:** Addressing the increasing demand for plant-based food products by incorporating vegan food options in the candy industry. - **Nutrition Industry:** Opportunity to promote the nutritional value of vegan candy products and cater to consumers who value health-conscious choices. ## Related on Trend Hunter - [Plant-Based Chewy Candies](https://www.trendhunter.com/trends/plant-based-candy.md) - [Vegan Gummy Candies](https://www.trendhunter.com/trends/starburst.md) - [Tart Anniversary Jelly Candies](https://www.trendhunter.com/trends/rowntrees-jelly-tots-tangy.md) - [Fizzy Vegan-Friendly Candies](https://www.trendhunter.com/trends/bebeto-candies.md) - [Plant-Based Low-Sugar Candies](https://www.trendhunter.com/trends/wild-thingz.md) - [Vegan Stevia-Sweetened Candies](https://www.trendhunter.com/trends/foxs-glacier.md) - [Veganuary Candy Collections](https://www.trendhunter.com/trends/vegan-sweets-range.md) - [Expansive Vegan Candy Campaigns](https://www.trendhunter.com/trends/swizzels-campaign.md) - [Cocoa-Free Chocolate Candies](https://www.trendhunter.com/trends/treets-piasten.md)