MENTOS® AND CHUPA CHUPS® CREATE FRESH AND SWEET BUSINESS VIBES

This year Perfetti van Melle has showcased its brands Mentos®, Chupa Chups®, Airheads® and Frisk® in full grandeur at Brand Licensing Europe 2015. The brands offer a major opportunity to take fun and taste both to lifestyle oriented products as to food and beverage novelties.
Indeed, the great-tasting flavours and colourful image of these popular brands can truly give a new edge to make food and beverage products stand out on the crowded retail shelves. Beanstalk is in charge of managing these extensions with leading companies who can build strategic partnerships to take Mentos®, Chupa Chups® and Airheads® into selected food categories.
Chupa Chups® has already teamed up for an exciting launch of an ice-cream novelty with a huge ice cream giant in the European market, who has been seduced by its flavour authenticity and has captured it in a new delicious ice cream which will be launched next summer 2016.
At BLE, Chupa Chups® and Mentos® have released the preview of their new artworks that will be launched in 2016. To set the mood in fashion projects, they are producing trendy inspirational boards and product inspirations done in collaboration with specialized fashion designers. They transmit an edgy vibe that will allow apparel licensees to develop eye catching collections at retail. The Mentos® designs are a true reflection of its fresh essence, with soft pop and retro artworks in fresh blue tones and delicate pastel shades. Ementicons, Surfing All Beaches and Get Artsy are some of the chapters that Mentos® has developed in line with the hottest trends of the moment. With Chupa Chups®, the fashion outlook promises to be sweet in 2016 with style chapters such as Ethnic chic, Fluor fruit, Crazy funk or Black&White goes colour to name a few.
“We are also excited at the prospect of working together with our partners on the scent strategy that we have developed around our most popular candy flavours to create new fragrance products with which we are untapping an enormous business potential.“ says Christine Cool, Area Licensing manager of Perfetti Van Melle.
On Perfetti Van Melle Group:
Perfetti Van Melle, the third largest confectionary Group in the world, is a privately owned company producing and distributing candies and chewing gum in more than 150 countries worldwide. Several of its brands such as Mentos®, Airheads®, Chupa Chups®, Frisk®, Fruittella®, Alpenliebe®, Golia®, Happydent®, Vivident®, Big Babol® and Smint®, are much-loved throughout the five continents.
In addition, Perfetti Van Melle develops successful sweet and fresh licensing programs, both for lifestyle oriented products as in the food and beverage aisles, with some of its most popular brands: Mentos®, Chupa Chups®, Airheads® and Frisk®.
Mentos® is a global brand currently sold in more than 130 countries. It enjoys a huge international brand awareness: it ranks number one in the global mint category and number three in the combined candy and chewing gum category. Inspired by its unique heritage and fresh characteristics, an art portfolio has been developed to apply to the main licensing categories such as apparel, personal care and accessories, targeted to young adults, across the European market and in the US. The brand’s fresh and fruity essence and chewy texture can inspire amazing products in the food and beverage scene.
Chupa Chups®, the iconic lollipop brand with a strong personality and emotional link with its consumers, has developed a lifestyle licensing program worldwide. The brand always finds new ways to transfer its fun essence and colour to an ever expanding universe of lifestyle products and retail experiences. Chupa Chups® intense flavor profile is ideal to develop exciting new products in the food aisles.
Airheads®, the candy with mouth blasting unique fruity flavor profiles, is a popular brand found almost everywhere in the US. It is successfully licensing food and beverage products and now also expanding into several lifestyle categories such as apparel, cosmetics, stationery and digital games, among others.
Frisk®, the premium high-quality power mint has prepared a premium licensing program for young and trendy urban professionals to be implemented in Japan. It offers a unique style interpretation that has all the necessary elements to create original fashion and must have accessories for the trendy young Japanese businessman. The strong super refreshing mint and mental energizer is number one in Japan with a brand awareness of 97%.
 
For further information, please visit: www.pvmlicensing.comor contact Christine Cool, Licensing Area Manager at PVMLicensing Division: christine.cool@es.pvmgrp.com.