BSc Supplements – Chupa Chups (Asembl Brands)
Asembl paired up Perfetti Van Melle’s Chupa Chups with Australia’s most recognized supplement brand BSc Supplements to shake up the nutrition game with protein water powders and soft protein bars. Designed to merge health and indulgence, the Protein Water Powders come in iconic Chupa Chups flavors like watermelon, orange, cola, and grape. Each serving provides 20g of protein with a powerful mix of collagen, whey, BCAAs, vitamin C, and essential sports minerals—perfect for post-workout recovery or a daily protein boost. The soft protein bars, available in strawberry cream, choco vanilla, and vanilla, combine 16g of protein with a low-sugar, gluten-free formula. Their soft, nougat-like texture creates a treat that’s both nutritious and candy-like. This range has been amplified through a dynamic marketing campaign, including influencers, user-generated content, social media, retailer activations, PR, and billboards. This partnership has truly revolutionized the protein category.
The Collagen Co. – Violet Crumble (Asembl Brands)
Asembl disrupted the health and wellness space with an exciting partnership between Menz Violet Crumble and The Collagen Co., launching two innovative products—the Violet Crumble glow shake and the Violet Crumble collagen dream. This collaboration marks Violet Crumble’s debut in the collagen category and The Collagen Co.’s first licensed partnership. The Violet Crumble glow shake blends the iconic choc honeycomb flavor with The Collagen Co.’s transformative meal replacement formula, delivering a delicious and functional experience. Meanwhile, the Violet Crumble collagen dream is a luxurious choc honeycomb-flavored hot chocolate designed to promote deep sleep and enhance beauty with collagen peptides, leaving you refreshed and revitalized. The launch was a resounding success, driven by a dynamic marketing campaign that reached 23 million people through social content, TV and paid ads, digital PR, email marketing, blogs, and influencer partnerships.
The Farmer Companies – Guinness (Beanstalk)
How do you improve the ultimate comfort food? Add the remarkable flavor of Guinness! When the world’s most popular stout meets Cabot Creamery Co-operative’s world’s best cheddar, you get a rich velvety macaroni & cheese that is simply irresistible. Guinness Macaroni & Cheese is a bold and magnificently malty flavored take on one of the world’s most popular comfort foods. And it doesn’t disappoint. Launched just in time for St. Patrick’s Day, it won a Specialty Food Association “sofi” award at NY Fancy Food Show for Best New Product in the entrée, lunch, and dinner category; was voted a “Pantry Staple” by People Magazine; and was featured on Good Morning America. Available across all major retailers, Guinness Macaroni & Cheese is a game-changing way to add that Guinness magic to any meal.
Lartigiano Gelato USA – FIAT 500 (IMG)
The FIAT 500 x L’Artigiano Gelato is a collaboration that leverages on the renowned Italian reputation for gelato. Two Italian icons are poised with L’Artigiano Gelato aiming to become the top-selling gelato brand aboard the legendary FIAT 500. It’s the perfect merge between the Italian Icon of mobility—the vintage Fiat 500—and one of its culinary excellences—the gelato. The dispensers being old FIAT 500 cars evokes a retro “Dolce Vital” leisure lifestyle relevant to ice cream eating occasions. 2024 marked FIAT’s 125th anniversary and Gelato’s opening of the first pop-up shop (the “Gelateria” cart), an ice-cream point of sale shaped as a 1958 Fiat 500. In 2024, the first three Fiat 500 Gelateria were opened in New York.
McCain – PlayStation (Vertical Licensing)
McCain, the global leader in frozen potato products, partnered with SIE to celebrate PlayStation’s 30th anniversary with an exclusive and innovative product—PlayStation-shaped fries. This limited-edition snack features the iconic controller symbols—triangle, circle, X, and square—standing out by merging food and gaming culture in a unique and engaging way. By combining McCain’s signature crispiness and flavor with these uniquely shaped fries, this creative collaboration not only introduced a fun way for gamers to enjoy their favorite snack but also marked McCain’s strategic entry into the gaming space. The product has been exceptionally well received by retailers, who view it as a modern and disruptive innovation with strong distribution potential. To maximize engagement, the launch was supported by a strong promotional plan, featuring collaborations with influencers and gamers, creating exclusive content for social media. The campaign also includes activations at major gaming events and branded content during gaming streams, ensuring broad visibility and deep consumer connection.
Six Star – Froot Loops (Beanstalk)
WK Kellogg Co. and Six Star, America’s top selling Sports Nutrition brand, teamed up again to introduce a ready-to-drink protein shake with the iconic flavor and aroma of Kellogg’s Froot Loops. Following the successful launch of Kellogg’s cereal-flavored whey protein powders, these innovative shakes offer a convenient on-the-go option, with a powerful 30 grams of protein per serving to support muscle growth and recovery, and just one gram of sugar and all the flavor! These shakes blend Six Star’s high-quality protein with the nostalgic and beloved taste and aroma of a bowl of Kellogg’s Froot Loops cereal. It provides a delicious option for athletes, fitness enthusiasts, and anyone looking to enhance their nutrition routine. In just nine months, over 500,000 units were sold. This was supported by a robust marketing campaign that included social media, athlete influencer content, and in-store sampling.
T. Marzetti Company – Subway (Broad Street Licensing Group)
In 2024, Broad Street Licensing Group successfully extended Subway’s most beloved and iconic restaurant sauce flavors into the retail space, partnering Subway with the world-renowned T. Marzetti Company. The current line features four versatile 16-ounce sauces, including fan favorites sweet onion teriyaki, baja chipotle, roasted garlic aioli, and creamy MVP, which can be used for dipping, cooking, and so much more, answering consumer demand for Subway’s restaurant-quality flavors at home. Since its launch in Q2 2024, the line has exceeded expectations in sales with nationwide distribution across major retailers including Walmart and Kroger. What truly sets this line apart is its direct connection to Subway’s Fresh Start Scholarship program, which provides $2,500 tuition assistance to sandwich artists. This initiative demonstrates Subway’s commitment to both product excellence and community impact, making Subway’s sauce line not just a commercial success but a meaningful contribution to employee education and development.
