Fruit Roll-Ups

Fruit Roll-Ups is a brand of fruit snack that debuted in grocery stores across the United States in 1983. The snack is a flat, pectin-based fruit-flavored snack, wrapped around a piece of cellophane for easier removal.

Fruit Roll-Ups are manufactured by General Mills and distributed under the Betty Crocker brand in the United States and the Uncle Tobys brand in Australia. Several similar products have been marketed by General Mills and by other companies.

Advertising

Fruit Corners Fruit Roll-Ups were heavily marketed on television in the United States throughout the early 1980s. Most spots featured the tag line "Fruit Corners Fruit Roll-Ups: Real fruit and fun, rolled up in one." Later spots featured children innovating in the "Fruit Roll-Up Fun Factory".

The overall marketing theme is that parents can feed their children "fun" processed foods that are based on real fruit. Studies of American mothers have shown that the mothers are surprised at how sweet Fruit Roll-Ups are and how little fruit is present in them. For example, the strawberry flavor contains no strawberries, and the only ingredient derived from fruit is the sugar present in concentrated pear juice.