Rowntree's Fruit Gums

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Rowntree's Fruit Gums
Rowntree's Fruit Gums

Rowntree's Fruit Gums are circular sweets formerly made by Rowntree's, who were later acquired by Nestlé. They appear in different colours, each with a different flavour: strawberry, orange, lemon, blackcurrant and lime. The sweets were first introduced in 1893, and originally marketed as Rowntree's Clear Gums - "The nation's favourite sweet" - and were available in twopenny tubes and sixpenny packets.[1] 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 flavour represents.


They are primarily composed of glucose syrup and fruit juices and are as a result similar to wine gums (another British confectionery). Originally the purple fruit gums were referred to as "blusterberry", but this changed to blackcurrant in the 1990s after a failed advertising campaign.[citation needed]

"Don't Forget the Fruit Gums, Mum"[edit]

An advertising campaign for the gums that ran for three years from 1958 to 1961 included the slogan "Don't Forget The Fruit Gums, Mum". The slogan was invented by the copywriter Roger Musgrave (1929-2007).

The television advert featured a young boy reminding his mother to buy fruit gums as she leaves to go shopping. The advert claims that "[fruit gums] last all day" and that "Rowntrees fruit gums last the longest". This is reference to the number of sweets in the tube.[citation needed]

See also[edit]


  1. ^ Sweet Talk, Whittaker, Nicholas, Orion Books, London, 1998.

External links[edit]