Rowntree’s Fruit Gums are circular sweets formerly made by Rowntree’s, who were later acquired by Nestlé. They appear in different colors, each with a different flavor – strawberry, orange, lemon, blackcurrant and lime. They are primarily composed of glucose syrup and fruit juices and are as a result similar to wine gums. In addition to the traditional roll packaging, they come in a larger volume box, that contains the sweets in the shape of the fruit or part of the fruit that the flavor represents.
An advertising campaign for the gums that ran for three years from 1958 included the slogan “Don’t Forget The Fruit Gums, Mum” invented by the copywriter Roger Musgrave [1929-2007].
Relative to other sweets and confectionery made by Nestlé the sweets are quite healthy in comparison as they have no artificial colors or flavors and are 25% real fruit juice.