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42-863: Rowntree's Fruit Pastilles (rebranded in Australia as Wonka Fruit Pastilles after the 1988 acquisition of Rowntree's by Nestlé , Fruit Joy in Italy; Frutips in Canada, China, Hong Kong, Singapore and Taiwan) are small round sweets measuring about 1.5 cm (0.6 in) in diameter; they have a jelly -like consistency, and are covered with sugar. They contain fruit juice, have no artificial colours or flavours, and come in five flavours: lemon (yellow), lime (green), strawberry (red), blackcurrant (purple) and orange (orange). Rowntree's Fruit Pastilles originated in Tyneside , England, in 1881. In 2023, production

84-420: A hostile takeover before. However, Nestlé was worried about the potential of Rowntree falling into the hands of one of its major competitors. Rowntree was the fourth-largest chocolate manufacturer in the world, after Mars , Hershey, and Cadbury, with a 7% global market share. Nestlé eventually won control with an offer valuing Rowntree at £2.55 billion. Strategically, Nestlé had always seen Rowntree as

126-642: A new jelly sweet, Rowntree's Randoms , and in April 2012, another new jelly sweet, Fruit Bottles, both under the Rowntree's brand. Nestlé has invested more than £200 million in the Rowntree business since 1988, making the York site one of the world's largest confectionery factories. Nestlé's global research centre for confectionery is also based in York, and doubled in size following a £7 million investment. The best known products that are still branded under

168-440: A perfect fit for its own operations. Nestlé had strength in the block chocolate bar business, and Rowntree had strength in the countline branded chocolate business. Rowntree's strong global brands were the key reason for Nestlé's interest. Due to potential synergies between the two companies, Nestlé believed that savings between 5 and 15% of Rowntree's operating costs could be made if the companies were to combine. The takeover

210-551: A popular children's brand in Europe. Rowntree's Randoms were introduced in 2009. The Rowntree brand is also used on a number of ice lollies (made by R&R Ice Cream ) for Nestlé. The brand has a similar marketplace to that of the Trebor Bassett division of Cadbury 's, and competes head-to-head with this company in a number of fruit-gum categories. The company largely eschewed advertising before its establishment as

252-561: A public company in 1897, when it employed S. H. Benson as its agency. Before 1930, the company considered that quality products would speak for themselves, and did not need advertising to sell their benefits. In 1932, Rowntree changed their agency to the London branch of J. Walter Thompson. Lion (bar) Lion was first launched by Yorkshire confectionery company Rowntree's in Fawdon , Newcastle in 1976. The production of Lion bars

294-494: A result of all its problems, Rowntree was approaching bankruptcy. In 1926, Cowan Company of Toronto Limited (founded in 1890 as Cowan Cocoa and Chocolate), in Toronto, Canada, was acquired for $ 1 million. From 1931, Rowntree of Canada began to manufacture Mackintosh toffees under licence. In 1927, the company began to market its fruit gums, and its pastilles from 1928, in the now familiar tube packaging. George Harris

336-628: A result of this research, the Black Magic assorted chocolate box was launched in 1934. In January 1935, Rowntree decided to abandon its attempt to compete with Cadbury Dairy Milk. In May 1935, Rowntree launched the Aero , an aerated milk chocolate. The Chocolate Crisp, a wafer-and-chocolate bar later known as the Kit Kat , was also launched in 1935. In 1937, the Dairy Box of assorted chocolates

378-558: A spin-off breakfast cereal called "Lion Cereal" which is described as “the King of Cereals” and contains chocolate, caramel and whole grain to make it taste like the Lion chocolate bar. In a 2004 analysis by the Consumers' Association , researchers named it the worst and most unhealthy cereal in the survey. It was found that the cereal contained 35.9 grams of sugar per 100 grams which

420-626: Is a British confectionery brand and a former business based in York , England. Rowntree developed the Kit Kat (introduced in 1935), Aero (introduced in 1935), Fruit Pastilles (introduced in 1881), Smarties (introduced in 1937) brands, and the Rolo and Quality Street brands when it merged with Mackintosh's in 1969 to form Rowntree Mackintosh Confectionery . Rowntree's also launched After Eight thin mint chocolates in 1962. The Yorkie and Lion bars were introduced in 1976. Rowntree's also pioneered

462-474: The Queen's Award for Enterprise for outstanding contribution to international trade. In 1988, when the company was acquired by Nestlé , it was the fourth-largest confectionery manufacturer in the world. The Rowntree brand continues to be used to market Nestlé's jelly sweet brands, such as Fruit Gums and Fruit Pastilles . Rowntree’s ceased to exist as a corporate entity in 1991, becoming Nestlé UK. Rowntree's

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504-507: The West Indies . In 1899, Rowntree introduced its first milk chocolate block. Rowntree had struggled to make a milk chocolate product of comparable quality or value to Cadbury's Dairy Milk. Joseph Rowntree even described the growing market for milk chocolate as a fad. Rowntree's poor performance in the category became a major problem from 1914 onwards, as British public preference continued to move towards milk chocolate, and away from

546-441: The '25% fruit juice' message. 93% of the consumers involved said they'd had a positive shift in brand perception, whilst more than half were 'highly likely' to purchase post campaign. A more recent TV commercial shows a man about to chew on a Fruit Pastille when he is surrounded by medieval people who declare whether he'd chew the pastille or go out on a date with a fair maiden. In the end he has to chew. The commercial concludes with

588-419: The 1890s, Rowntree transformed from a small family business into a large-scale manufacturer, as sales more than quadrupled due to an increased demand among the public for confectionery. In 1889, Seebohm Rowntree established a small research and testing laboratory for analysing ingredients and rival company products. In 1890, to cater for this increased demand, Rowntree acquired a 20-acre site at Haxby Road on

630-632: The Nestlé Rowntree workforce was reduced by 2,000. The Nestlé Rowntree factory in Norwich closed in 1994, and Rolo , Yorkie, and Easter-egg production was moved to York. In September 2006, it was announced that the manufacture of Smarties would be relocated to Hamburg, resulting in 645 job losses at the York factory. Production of Dairy Box was relocated to Spain , and Black Magic to the Czech Republic . In May 2009, Nestlé launched

672-460: The Rowntree name are Rowntree's Fruit Gums , Rowntree's Fruit Pastilles and Jelly Tots. Jelly Tots are soft, chewy fruit-flavoured sweets. They are round, sugar-coated gumdrop-like confections about 13mm in diameter, and contain 25% fruit juices and no artificial colours or flavours. Jelly Tots were invented by Dr Brian Boffey of Horsforth, Leeds when he was working for Rowntree's. Jelly Tots were launched in 1965 and quickly became established as

714-565: The US. Rowntree merged with John Mackintosh and Co in 1969, to become Rowntree Mackintosh. Mackintosh produced Rolo , Munchies , Caramac , and Quality Street . Hershey's began U.S. distribution of Kit Kat in 1970 and followed in 1971 with Rolo. In 1971, Rowntree Mackintosh acquired Menier Chocolate of France. In the same year, the board attempted to diversify the business, and made a bid for Bovril , but lost out to James Goldsmith 's Cavenham Foods . In 1972, Hoadley's Chocolates of Australia

756-489: The campaign Nestlé and TV channel Animal Planet launched a co-branded in-store promotion in 2000 stores in the United Kingdom. The promotion included sampling designed to reach more than one million customers, as well as a TV campaign. The sampling team gave away more than 650,000 Lion bars at ten shopping centres and 20 town centre locations. Nestle brand manager David Hardwick said that following Nestle research

798-548: The chocolate bar was made lighter and milkier and the caramel was made softer. The size of the wafer was also reduced and more cream and crispy bits were added. Hardwick stated that the only thing that had not changed was the recipe for the wafer. Nestlé reduced the amount of transfat in Lion bars to meet a growing consumer trend for smaller portions and healthier eating but sales fell by 18% between 2004 and 2005. In addition, total volumes declined from 30,000 tonnes to 18,000 tonnes between 2002 and 2007 and by around 50% over

840-408: The company of being slow in new product development and marketing compared to its major competitor of the period, Cadbury . Fitzgerald suggests that Joseph Rowntree imitated the successes of competitors (Cadbury's Cocoa Essence, French fruit pastilles) and that under his leadership, the company did not introduce any innovations of its own. Around 1898, the company acquired its own cocoa plantations in

882-512: The company's brands, including Kit Kat, After Eights, and Smarties. Between 1983 and 1987, Rowntree spent nearly £400 million on acquisitions, including Tom's Foods for £138 million (1983), Laura Secord Chocolates for £19 million (1983), Hot Sam Pretzels for £14 million (1986), the Sunmark confectionery business in the US for £156 million (1986), and Gale's honey for £11 million (1986). Between 1982 and 1987,

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924-464: The continental Europe market in the 1960s, establishing production facilities in Hamburg, Dijon, Elst , and Noisiel . After Eight thin mint chocolates were launched in 1962. In 1969, the Rowntree board rejected a £37 million takeover bid from General Foods . That same year, Rowntree entered into a long-term agreement with Hershey whereby Hershey would produce Rowntree products under license in

966-515: The festive selection box (a gift consisting of assorted bars and sweets) which in the UK have been a staple gift at Christmas for over a century. Founded in 1862, the company developed strong associations with Quaker philanthropy. Throughout much of the 19th and 20th centuries, it was one of the big three confectionery manufacturers in the United Kingdom, alongside Cadbury and Fry , both also founded by Quakers. In 1981, Rowntree's received

1008-521: The four London-bound lanes were closed. The Kent Fire and Rescue Service said the cause of the blaze was not known and Nestlé said that the driver of the lorry was not injured. A peanut version of Lion, branded as the "Wild Peanut Lion Bar", was introduced in October 2021. It was available exclusively in B&;M for the remainder of 2021 before launching in other retailers in 2022. Nestlé produce

1050-628: The inside, foil on the outside) with a paper wrapper over the top. The paper wrapper is green in colour with "Fruit Pastilles" written along the front in large lettering. Along the bottom of the lettering there are pictures of different types of fruit all relating to the flavours within the packet, The top bears the "Rowntree's" brand name. Fruit Pastilles come in a small pack weighing 52.5 grams (1.85 oz), containing 14 pastilles, but are also available in larger bags weighing 180 grams (6.3 oz). They are also available in boxes and larger round cardboard tubes. The 1972 television advertising campaign used

1092-463: The market, although they were beginning to improve, taking a 14.9% stake in the company by 9:15 am. As a result, the managing director of Nestlé, Helmut Maucher , contacted Kenneth Dixon, the chairman of Rowntree, offering to act as a white knight . Nestlé was the largest food company in the world, and had been interested in Rowntree previously, but the Rowntree board would aggressively contest any attempted takeover, and Nestlé had never undertaken

1134-446: The message "Rowntree's Fruit Pastilles with real fruit flavour. You can't help but chew!" A commercial from the 1980s has recently been revived, featuring a child daring a basketball player to not chew on a pastille. The slogan from the previous ad is still used. Rowntree%27s Nestlé UK Ltd. ( UK : / ˈ n ɛ s l eɪ / NESS -lay ), trading as Rowntree's ( / ˈ r aʊ n t r iː z / ROWN -treez ),

1176-462: The more bitter cocoa essence products. Rowntree's two major rivals, Cadbury and Fry, merged in 1918, and although Rowntree was invited to participate in the merger, the company declined to do so. Meanwhile, the Rowntree board was torn as to whether it should become a low-turnover, high-quality product company or a mass producer of cheaper lines. Seebohm Rowntree inherited a struggling company when he succeeded his father as chairman in 1923. By 1930, as

1218-480: The number of UK staff was reduced from 19,700 to 15,600. In 1987, Rowntree operated 25 factories in nine countries and employed 33,000 people, including close to 16,000 in its eight UK operations. Group turnover was £1.4 billion, with the UK and Ireland accounting for 40% of the total. On 13 April 1988, the Swiss confectioner Jacobs Suchard began a dawn raid on Rowntree's shares, which had been under-performing

1260-481: The outskirts of York. The Tanner's Moat site had become too small for Rowntree's needs, and the company had noted the success of Cadbury's purpose-built factory in Bournville . In 1893, the company introduced Rowntree's Fruit Gums . By 1897, the unlimited partnership needed external funding for its expansion, and became a public limited liability company called Rowntree & Co. Robert Fitzgerald has accused

1302-593: The song Pistol Packin' Mama with the tag line "Pastille Pickin' Mama, pass those pastilles round". To drive awareness of the 25% fruit juice recipe in Fruit Pastilles, Rowntree conducted a 105-day experimental marketing campaign. At family events, top-end grocers and service stations they invited families to join in their 'What Can You Do But Chew?' talent shows, tying in with the brand's sponsorship of Britain's Got Talent . 427,240 product samples were distributed as brand ambassadors tried to engage parents with

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1344-680: The span of 10 years. In 2007, Nestlé sold its factory in Dijon to Barry Callebaut with Nestlé saying it will outsource the production to the chocolate producer who can use the existing capacity and equipment to manufacture some of its own products. On 20 July 2017, a lorry containing twenty-five tons of Lion bars burst into flames on the A2 road , near the junction for the Bluewater shopping centre in Kent . The fire caused traffic disruption and three of

1386-514: The survey placed the cereal only behind Frosties , Coco Pops and Crunchy Nut Cornflakes in terms of sugar. In January 2020, Nestlé developed a perfume based on the breakfast cereal called Eau de Lion which was produced in a limited edition run of 300 bottles in France. In March 2021, Lion Cereal and Mother announced their advertising campaign called "King of the Jingle" which aimed to create

1428-531: Was 18 times the recommended level of sugar with researchers saying that Nestle Lion Cereal contained as much sugar as the chocolate bar of the same name. It was also found that the cereal contained four times as much fat than recommended at 13.7 grams as well as 0.75g salt. In 2016, researchers from the World Action on Salt and Health reported that Nestle's Lion cereal contained over two teaspoons of sugar per serving at 29 grams of sugar per 100 grams which in

1470-740: Was acquired by Rowntree Mackintosh. This company had invented such products as the Violet Crumble and Polly Waffle . The Yorkie and Lion chocolate bars were introduced in 1976. In 1978, the Hershey contract was renegotiated, giving Hershey the rights to the Kit Kat and Rolo brands in the US in perpetuity. Ken Dixon was appointed as chairman and chief executive in 1981. Between 1981 and 1987, Rowntree invested nearly £400 million in upgrading its manufacturing facilities and developing high-volume, product-dedicated equipment for several of

1512-576: Was appointed marketing manager for chocolate bars in January 1931. Harris had learned the latest marketing techniques while he was in the United States. According to Robert Fitzgerald, "It was Harris's drive and insight which inspired his firm's renaissance in the 1930s." In 1932, Rowntree appointed a new advertising agency, the London branch of J. Walter Thompson . Thompson undertook extensive market research to discover what consumers wanted. As

1554-550: Was controversial, as Nestlé was effectively protected from similar takeover attempts under Swiss law. After the Nestlé takeover, the Rowntree chocolate ranges began to use the branding "Nestlé Rowntree", before eventually the Rowntree name was dropped from the packaging altogether, except on Rowntree's Cocoa and the Fruit Pastilles and Fruit Gums lines. The Mackintosh branding was dropped from all former Rowntree Mackintosh products except for Mackintosh's Toffee. Between 1988 and 1994,

1596-421: Was formally established. In 1881, Rowntree introduced Fruit Pastilles , competing against French imports of the time, and the product proved to be a great success, accounting for about 25% of the company's tonnage by 1887. This success allowed the company to invest in a Van Houten press , which enabled it to produce chocolate with the cocoa butter removed, to compete with Cadbury's successful Cocoa Essence. In

1638-487: Was founded in 1862 at Castlegate , in York , by Henry Isaac Rowntree , a Quaker , as the company manager bought out the Tuke family . In 1864, Rowntree acquired an old iron foundry at Tanner's Moat for £1,000, and moved production there. In 1869, the factory was staffed by 12 men. By 1869, Rowntree was in financial difficulties and his brother, Joseph Rowntree , joined him in full partnership, and H.I. Rowntree & Co

1680-399: Was launched, using the market research that had been undertaken for Black Magic. Chocolate beans were first sold loose in 1938, but were later packaged in a cardboard tube and branded as Smarties . Polo , the distinctive mint with a hole in the centre, was developed in 1939, but its introduction was delayed by the onset of war. Harris was made company chairman in 1941. Rowntree entered

1722-535: Was moved offshore to the Czech Republic. At Rowntree's factory in Fawdon , Tyneside in 1881, Rowntree introduced Fruit Pastilles, and the product proved to be a great success, accounting for about 25 percent of the company's tonnage by 1887. In September 2020, Nestlé announced their intention to make Rowntree's Fruit Pastilles suitable for vegans after many years of requests from consumers. Tubes of Fruit Pastilles are wrapped in foil-backed paper (paper on

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1764-463: Was moved to a factory in Dijon , France when it was bought by Swiss company Nestlé in 1988. In 2004, Nestlé invested £6.7 million in the relaunching of the chocolate bar across Europe in countries such as the United Kingdom, France and Germany. The campaign was suited to the target market of teenage boys which differed from Lion bar's traditional target market of 18 to 34-year-old males. As part of

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