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Bulla Dairy Foods – Chupa Chups (Asembl Brands)
Asembl launched Chupa Chups’ first licensed food product in Australia with Bulla in March 2022. Featuring global best-selling flavour, the Strawberry & Cream ice-cream cone combines strawberry and vanilla flavoured ice-cream with crushed candy. It was the number one licensed multi-pack in the freezer across major grocery stores in Australia and gained extensive media attention with a 78 million reach and Chupa Chups search word up +270%. Chupa Chups Mixed Minis launched in October 2022 with three new flavours—Cola, Watermelon, and Strawberry & Cream. The launch gained extensive media coverage, reaching over 50 million.
Galerie Candy – Froot Loops (The Joester Loria Group)
In 2022, Kellogg’s licensee Galerie Candy captured the unique, ever-popular fruity taste of Froot Loops with seasonal and everyday confections including Froot Loops flavored gummies, candy canes, and jellybeans sold in multi-pack formats and seasonal varieties. Available across mass, grocery, and specialty channels, sales topped $6 million in 2022. A highlight of the program was Froot Loops cereal straws relaunched in response to social media pleas and a Change.com petition signed by over 80,000 fans. Organic and paid media supported by Kellogg’s and Galerie drove over 1 billion impressions across social media and news outlets. Galerie also offered gift sets featuring Froot Loops Cereal Straws & Cups and the Froot Loops Mini Donut Kit.
General Mills Trading, Shanghai – Musée du Louvre (Alifish)
After first cooperating in 2021, Häagen-Dazs Mooncake Ice Cream upgraded the art-inspired mooncake concept with Musée du Louvre for the 2022 mid-autumn festival. Häagen-Dazs not only launched an ice cream gifting series, but also featured deep integration of the classic collection and the European court style. Häagen-Dazs combined the sculpture collection of Diane Appuyé Sur un Cerf and the classical European paned architecture of Musée du Louvre to create a scene full of depth of field, as if nature is born with new vitality. They also combined “Diadème de l‘Impératrice Eugénie,” “Grand Noeud de Corsage de l’Impératrice Eugénie,” and “Palace Architecture” to create treasures that are exquisite, gorgeous, and meaningful. Häagen-Dazs achieved great success in 2022 and brought the luxury experience to consumers at a high art level.
Iceland – Hershey (MDR Brand Management)
The Iceland and Food Warehouse exclusive Hershey product portfolio grew 600% as part of a DTR between the two. Iceland, the U.K.’s top destination for frozen brands, launched a frozen Reese’s Cheesecake, a frozen Hershey’s Cookies ‘n’ Creme Cheesecake, and Hershey’s Cookies ‘n’ Creme Ice Cream Cake as well as ambient Hershey’s Cookies ‘n’ Creme Cupcakes and Hershey’s Cookies ‘n’ Creme Crepes across more than 1,000 doors in the U.K. and online.
The products seamlessly transformed Hershey’s iconic Cookies ‘n’ Creme and Reese’s synonymous taste profiles into new formats, selling over 1,750,000 units. The partnership marks the first time Iceland worked with a U.S. confectionery company as part of its exclusive brands portfolio, which is well timed as these Hershey brands are two of the U.K.’s fastest growing confectionery brands. Hershey’s is built on the principle of ‘bringing people together through the power of chocolate’ and Iceland’s range allows families to do that.
Mentos/Perfetti Van Melle – Fanta
Mentos x Fanta is an exceptional collaboration of two global power brands in the candy and soft drink categories. The iconic, one-of-a-kind Mentos chewy candy meets up with the uniquely bold and fruity taste of a Fanta Orange drink. A perfect match of two well-loved brands, both of which have a long history of delivering refreshment and fun to consumers all over the world. Mentos x Fanta hit shelves in more than 80 countries across six continents, launching in summer 2022. To date, over 43 million rolls have been sold (equal to 560 million Mentos mints) and expectations are for these numbers to more than double in 2023. Sell-through rates were five times higher vs. existing Mentos flavors. The launch of the limited edition was supported globally by strong in-store activations and a dynamic and fun digital communication campaign celebrating this unique collaboration by having “More Fun Together.”
MyProtein – Jelly Belly (CAA Brand Management)
Jelly Belly and leading sports nutrition brand MyProtein have joined forces with leading gourmet jelly bean company Jelly Belly to create a selection of mouth-watering, limited-edition Clear Whey protein powders and BCAA energy drinks across Europe, the U.S., and Japan. The products launched on July 19th, 2022 and during the launch gained 620,000 impressions and over two million views on social media channels including TikTok and Instagram. A recent social media post has gained 11.4 million organic views, their top post to date! The partnership continues to grow with Impact Whey across three flavors recently launched in November 22 and a My Vegan Jelly Belly range recently launched in January 2023.
The Jel Sert Company – Skittles (Brand Central)
Take a sip and taste the rainbow! Jel Sert and Mars Wrigley teamed up to launch Skittles Drink Mixes, a line of variety packs that have expanded each year to include Skittles Original, Skittles Tropical, and Skittles Wild Berry Drink Mixes. Consumer enthusiasm for Skittles Drink Mixes has turned it into the top variety pack brand in the drink mix market and the top drink stick SKU at leading retail locations, such as Dollar General. Furthermore, Skittles branded Jel Sert products, including drink mixes, liquid water enhancers, freezer bars, and gelatin mixes, have generated $30 million in retail sales, a growth of 67% over the past year and a true testament to its quality and customer appeal. With accessibility in over 61,000 stores, this product line provides consumers with exciting new ways to enjoy the classic taste of a beloved candy.
