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White packaging with a pattern of thin silver lines
the Fruittella roll
iconic packaging
the packaging through the years Fruittella was repackaged in the late 1950s. The new packs were predominantly white, with a pattern of thin silver lines in the background. As before, the eye was drawn to the Fruittella logo and a realistic illustration of a fruit. Although modest in size, the Van Melle logo had also acquired a permanent place above the Fruittella logo. The person behind this design had come up with another clever idea. The rolls were too narrow to accommodate a “proper� image of fruit. So, the illustration was wrapped around the corner, onto the next side, on which a Fruittella logo was also placed. When the rolls were arranged alternately in the counter display boxes, the fruit illustrations matched up on different sides, revealing the entire fruit. The effect was far more attractive than a small illustration. Because of this, the packing department at the factory had to be particularly careful when packing the boxes. The white packaging remained in use until the 1970s.
Buy two, get one free! Another new treat from Van Melle.
1957 Iconic-Fruitella-ENGELS.indd 38
28-06-12 07:07