Reminiscence room: Looking back on Jewish life in the UK

A sixpenny box of Rowntree’s fruit clear gums

Rowntree fruit clear gums

Pictured above is a sixpenny box of Rowntree’s fruit clear gums, circa 1950. To make your own fruit gummies, check out this recipe.

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 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 "Rowntree's fruit gums last the longest"—a reference to the number of sweets in the tube.

Rowntree's fruit gums are circular sweets formerly made by Rowntree's (the company has since been acquired by Nestlé). The sweets appeared 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. In addition to the traditional roll packaging, they came in a larger volume box that contained the sweets in the shape of the fruit or part of the fruit that the flavour represented.


* Do you have a favourite flavour fruit gum?

* Did you receive pocket money when you were a child?

* Growing up, did you have a local sweet shop?

Do you remember what it sounded like when you had enough coins in your pocket to spend on sweets?

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