Entertainment One has signed several new deals in the food category for Peppa Pig.
Yoplait will make branded fromage frais, and Heinz will make tinned pasta shapes. Both products recently launched at U.K. retail. eOne has also signed deals with Frank Roberts for gingerbread biscuits that debut at Waitrose this month, and Robert Roberts for Peppa Pig potato snacks that will launch later this year in Ireland.
eOne will be using Brand Licensing Europe 2011 to recruit new licenses to the programme, it is looking specifically for partners interested in taking the license for ice-cream, ready meals, juices & smoothies, lunch box items and fruit and vegetables.
Finsbury Foods, part of the Peppa Pig program since 2008, makes a branded celebration cake that is the No. 1 licensed pre-school cake in the market. In addition, Peppa Pig was Kinnerton’s No. 1 pre-school character of Easter 2011, selling over one million Easter eggs. Victoria Foods Peppa Pig Cake Mix has been its most successful launch at Asda ever in relation to consumer demand for product and rate of sale.
"Peppa Pig is trusted amongst parents and loved by pre-school girls and boys," says says Hannah Mungo, head of U.K. Licensing, Entertainment One. "By association the brand has the ability to take every day products and make them hugely relevant and highly desirable amongst families staking a claim on their precious household income.”