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Fruit-tella brand set to grow in the UK and Benelux

Perfetti Van Melle appoints Licensing Matters Global as the master licensee for the candy brand in the territories.

Perfetti Van Melle and Licensing Matters Global have secured a long-term partnership to extend the 90-year old candy brand, Fruit-tella into selected lifestyle product categories in the UK and Benelux.

LMG will be looking to leverage the brand’s associations with authentic fruit taste, playful colours and positivity, seeking partners in categories including fashion, health and beauty, scented candles, toys, stationery, travel accessories and digital content among others.

“At Perfetti Van Melle we are very excited that Licensing Matters – a brand expert with a genuine understanding of today’s market dynamics – will expand the Fruit-tella brand to innovative and authentic consumer products that are inspired by fruit and nature to offer the Fruit-tella fans more ways of enjoying the fruit experience they have been cherishing for 90 years,” commented Christine Cool, licensing area manager at Perfetti Van Melle.

Felipe Noriega, vp and regional director EMEA at LMG, added: “We are thrilled to have been selected by the highly respected licensing team at PVM to help them execute this ambitious project.

“Fruit-tella’s strong commitment to sustainability and their relentless innovation to continue improving the health credentials of their popular treats are at the heart of our partnership selection process. We seek licensees that embrace and embody these core brand principles.”

Leila Loumi, global senior licensing director at LMG, shared more details about the programme: “For young kids and tweens, we’re planning a fresh and colourful personal care range. We’ll be pursuing fun and vibrant make-up solutions for Generation Z-ers. And we also plan to tap into Millennial and Generation X-ers’ sense of nostalgia for the Fruit-tella brand through fashion and digital gaming.”

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