Perfetti van Melle has announced significant agreements for Fruit-tella. With a focus on the U.K. and Benelux markets, the agency, Licensing Matters Global, has delivered partners for Fruit-tella that will extend the brand’s reach to kids, tweens, teens and young adults who aspire to trying new and different products they use as a part of their daily routines.

Amber House has developed a range of fruity lip balms, marketed to consumers as the Read My Lips range from Fruit-tella and available at Primark.

Imagin8 has delivered a range exclusively for retailer, Claire’s Accessories, at all its U.K. locations. Licensed scented plush toys are also due to launch in Q2 2023. 

Crackerjack (U.K.) has signed to develop an assortment of bath fizzers and sponge gift sets at retail for the duration of the key beauty gifting season for Q4 2023. Designed in the U.K., the focus is to produce a collection for a range of budgets with a variety of SKUs, ranging from stocking fillers to novelty fruit baskets and representing the colors of the Fruit-tella brand. The bath fizzers and sponge gift sets will be reminiscent of the Fruit-tella signature fragrances. 

Fruit-tella x Read my Lips collection.

"Securing these partners who can reach the kids, teens, tweens and young adult audiences for Fruit-tella has been enjoyable and great fun,” says Leila Loumi, senior global licensing director, Licensing Matters Global. “From concept development through to seeing the final SKUs, going into production, we have been able to see how these wonderful lines have captured the essence of Fruit-tella and brought to life the equity of the brand. Each partner is an expert in their field and the creativity shown, that’s so in-tune with the brand and its consumers, has been exceptional. Each of them has demonstrated how the Fruit-tella brand can be extended and excel through a creative licensing program.” “It's great to see how our fruity Fruit-tella brand is entering the licensing arena, gaining visibility in the market with valuable help from Licensing Matters Global.” says Vanessa Grande, licensing coordinator, Perfetti Van Melle. “We´re so excited to see how Amber House, Imagin8 and Crackerjack, have truly reproduced the Fruit·tella joy inspired by its strong fruit equity in the different categories they develop.” 

Related:Fruit-tella Focuses on U.K. and Benelux