Dusk has recently launched a successful collaboration with Allen’s Lollies to create a sweet-smelling home fragrance range, inspired by some of Allen’s most popular confectioneries. This collection features scented candles, room sprays, bath bombs, and fragrant oils that evoke iconic Allen’s flavors like Frogs Alive, Peaches and Cream, Pineapples, and Cheekies. This partnership has been well-received, with customers eager to purchase the fun and nostalgic fragrances.

This collaboration exemplifies the value of licensing partnerships, as it taps into the existing popularity of Allen’s products while offering customers a new way to experience these beloved treats. The nostalgic association with well-known flavors boosts brand loyalty and attracts both Dusk and Allen’s customer bases. Additionally, such collaborations can create buzz, increase sales, and introduce both brands to new markets.

The launch has had a strong impact on Dusk’s FY25 sales, which have risen by 28% in the first two weeks of the financial year, reinforcing the brand’s strategy and energizing its team. The CEO and Managing Director, Vlad Yakubson, noted that while this growth may moderate over time, the positive start is a reflection of the company’s strategic transformation and collaborative success.

Nestlé’s Head of Marketing Confectionary, Melanie Chen, expressed excitement about the partnership, stating, “The team was thrilled to partner with Dusk to re-create their beloved lolly products. It’s the perfect accompaniment to enjoying your favorite Allen’s lolly or simply enjoying the mouth-watering aroma through your home.” This collaboration offers a new sensory experience for customers, transforming the enjoyment of Allen’s lollies into a unique home fragrance setting.

Dusk’s Chief Marketing Officer, Jeremy Taylor, echoed this enthusiasm, adding, “Our Dusk x Allen’s products have been crafted by our fragrance experts to smell just like the real thing – they’re incredibly inedible.” This collaboration builds on Dusk’s successful

history with licensing, following their Streets ice-cream scented candles launched in August 2022.

By tapping into the brand recognition of Allen’s, this collaboration enhances customer engagement and expands both brands’ appeal. It has proven to be a strategic move for Dusk, contributing to a strong start in their FY25 sales and positioning them well in the home fragrance market.