Caroline Mickler Ltd. has been appointed as the exclusive UK Licensing Agency on behalf of Surge Brands Inc, to develop a brand licensing campaign for Candy Dynamics Toxic Waste® Hazardously Sour Candy.

“I am thrilled to be representing this dynamic brand which has a huge following” said Caroline Mickler. “Launched in the UK in 2005 by distributor Newbridge Confectionery, the brand is recognized as the number 1 sour novelty product in the market place and has achieved extensive retail distribution including in Tesco, Sainsbury’s, Martin McColls, B&M, The Range, Home Bargains and Spar”

Kids and adults alike love to take on the Toxic Waste extreme challenge, a game played where the winner is able to hold the ultra-sour candy in their mouth for at least 60 seconds and claim the honour of becoming a Full Toxie Head®. The challenges are uploaded on YouTube by fans of all ages with hilarious reactions!

Toxic Waste was featured on Channel 4’s “Heston Blumenthal Fantastical Food” as the Ultimate Super Sour Product currently available today.

Targeted licensed product categories will initially include Food & Beverage, Apparel & Accessories, Health & Beauty and gifts.

About Candy Dynamics

Candy Dynamics Inc. based in Carmel, Indiana, a suburb of Indianapolis, was established in 2006 as a marketer of sour candy products. Its flagship product, Toxic Waste® Hazardously Sour Candy®, is an innovative and phenomenally popular, one-of-a-kind, double-action sour hard candy treat that has become a hit with candy lovers of all ages worldwide. Toxic Waste can be purchased throughout all of the United States in Mass Markets, Grocery, Convenience, Drug and Specialty stores. International markets include the United Kingdom, Europe, Australia, South Africa, Canada, Brazil, New Zealand and the UAE. 

About Newbridge Confectionery

Newbridge Confectionery is an independent company situated on the Wirral in Merseyside, United Kingdom. Established in 1998, Newbridge Confectionery prides itself on offering quality products in exciting and unique retail packaging, including the Toxic Waste Hazardously Sour Candy brand, which it exclusively sells to all of the UK and the EU on behalf of the brand owners, Candy Dynamics.

About Surge Brands Inc

Surge Brands, Inc. is a sister company to Surge Licensing, Inc. The agency that discovered and launched the Teenage Mutant Ninja Turtles IP into a global phenomenon through media, entertainment and consumer product licensing. Surge Brands key focus is leveraging IP in the Corporate brand space and strategically building franchises through multi platformed entertainment and product licensing programs.

About Caroline Mickler Ltd

Caroline Mickler Ltd is an award winning, independent licensing agency. Each licensing programme is tailor-made, with a clear understanding of a Brand’s DNA, an extensive knowledge of manufacturers and retailers and an acute understanding of the changing retail landscape.

For further information please contact:

Jane Garner / Sian Dorrington

jgarner@kgmpr.com/ sdorrington@kgmpr.com

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