Nestle has added a “playful and peelable” product to its Rowntree’s Randoms confectionery line in the UK.

Rowntree’s Randoms Rip’Ems are eight strings in four fruit flavours that can be eaten together or peeled to eat separately.

The new line, which goes on sale, on 22 April, is targeted at 16- to 24-year-olds, Nestle said. It has an RRP of GBP0.50 (US$0.77).

“Innovation is critical to driving fruit singles growth across all ages of consumers, but particularly with a younger audience. Rowntree’s Randoms Rip’Ems is a highly innovative and unique product that is certain to capture shoppers’ attention as well as their imaginations,” Graham Walker, trade communications manager at Nestle UK, said.

Rowntree’s Randoms was launched in 2009. Nestle claims it is the “biggest-ever fruit sugar confectionery launch” and has “contributed GBP50m to the category”.

In January, Nestle made the first addition to the line when it introduced Squidgy Speak “foamy sweets” to the range.