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Destra to boost Mentos and Chupa Chups licensing in Brazil

Perfetti Van Melle Group has secured a deal with Destra to expand the presence of its Chupa Chups and Mentos brands in Brazil.

Mentos – sold in over 130 countries – enjoys huge international brand awareness and is number one globally in the mint category, as well as being the third in candy and chewing gum. Chupa Chups, meanwhile, already boasts a strong track record of licensing success around the world, such as apparel, cosmetics, accessories and shopping centre themes.

“We are eager to start working with Destra in Brazil,” commented Christine Cool, licensing area manager at Perfetti Van Melle. “They are specialists in brand building and have a very dynamic online and offline approach to the Brazilian market, which is critical for our Mentos brand.”

Bruno Koerich, ceo at Destra, added: “I am extremely happy with this partnership between Destra and a global company. We have always been recognized for our service to the sports market, but we are increasingly looking for new categories to serve the licensing market in a broader perspective. The global licensing programme for the Mentos and Chupa Chups brands is spectacular and will certainly be a great success in Brazil as well.”

The agreement also includes technological solutions, in addition to prospecting for new business, that will ensure full visibility of the entire process of generating royalties.

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