Fruit-tella quenches its thirst with Manchester Drinks deal

Licensing Matters Global has brokered a new deal for Perfetti Van Melle’s Fruit-tella brand with Manchester Drinks Company.

The company has launched a range of water enhancers for on-the-go consumers in the UK and Ireland exclusively in B&M stores this summer.

The blackcurrant and strawberry flavours are both infused with real fruit juices and crafted without any added sugar. In line with Fruit-tella’s current brand strategy, the primary goal is to provide a refreshing ‘burst of fruity flavour’, when added to water, and appeal to consumers who aspire to trying new products.

“Including a hydrating drinks partner in our Fruit-tella licensing programme was an obvious decision,” commented Leila Loumi, senior global licensing director at Licensing Matters Global. “Manchester Drinks has delivered an eye-catching range that is not only refreshing, but also practical and energizing.”

Marta Ballesteros, global area manager at Perfetti Van Melle, continued: “It’s an exciting collaboration that showcases our commitment to delivering exceptional experiences to our faithful Fruit-tella customers.”

Richard Benjamin, founder of Manchester Drinks, highlighted the significance of hydration and outdoor enjoyment during the summer season. He commented: “With Fruit-tella water enhancers we wanted to offer a convenient and exciting way to enhance your hydration experience.”

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