Rowntree's

Nestlé UK Ltd., trading as Rowntree's, is a famous British confectionery brand based in York, England. Rowntree's created many beloved treats, including the Kit Kat, first introduced in 1935, and Smarties, which came along in 1937. Other popular candies like Aero, Fruit Pastilles, After Eight thin mints, the Yorkie bar, and the Lion bar also originated from Rowntree's.

The company began in 1862 and became known for its strong Quaker values and charitable work. For many years, Rowntree's was one of the top three confectionery companies in the United Kingdom, along with Cadbury and Fry. Rowntree's also helped make the festive selection box a Christmas tradition in the UK.

In 1969, Rowntree's merged with Mackintosh's to form Rowntree Mackintosh Confectionery, adding brands like Rolo and Quality Street to its collection. Rowntree's received the Queen's Award for Enterprise in 1981 for its international success. The company was acquired by Nestlé in 1988, and while Rowntree's ceased to exist as a separate company in 1991, the Rowntree name lives on, especially for jelly sweets like Fruit Gums and Fruit Pastilles.

History

Rowntree's was founded in 1862 in York by Henry Isaac Rowntree, a Quaker. The company began by buying out the Tuke family. In 1881, Rowntree introduced Fruit Pastilles, which became very popular. This success helped the company grow and invest in new equipment.

In the 1930s, Rowntree launched several famous chocolates, including the Aero and the Kit Kat. In 1937, they introduced Smarties. In 1969, Rowntree merged with Mackintosh's, adding brands like Rolo and Quality Street to its collection.

In 1988, the company was taken over by Nestlé. After the takeover, some Rowntree brands were produced under the Nestlé name, but Rowntree’s continued to be known for its popular sweets. Nestlé has kept and expanded the Rowntree brand, investing in its factories and research.

Current branded products

The most well-known products still carrying the Rowntree name are Rowntree's Fruit Gums, Rowntree's Fruit Pastilles, and Jelly Tots. Jelly Tots are soft, chewy fruit-flavoured sweets that are round, sugar-coated, and contain 25% fruit juices with no artificial colours or flavours. They were invented by Dr Brian Boffey and launched in 1965, quickly becoming a favorite among children in Europe. Another product, Rowntree's Randoms, was introduced in 2009.

The Rowntree brand is also used on ice lollies made by Froneri for Nestlé. It shares a similar market space with the Trebor Bassett division of Cadbury, competing in several fruit-gum categories.

Advertising

Before becoming a public company in 1897, Rowntree's didn't spend much on advertising. They believed that their high-quality products would sell themselves without needing promotions. The company started using an advertising agency called S. H. Benson around that time. Later, in 1932, they switched to a new agency, the London branch of J. Walter Thompson.