Perfetti van Melle is building its Mentos, Chupa Chups, Airheads and Frisk brands in a range of lifestyle and food categories.
Mentos, Chupa Chups and Airheads are represented by licensing agent Beanstalk for certain food extensions.
The Chupa Chups brand has teamed for ice cream novelties in partnership with a European ice cream brand. Product will launch at retail next summer.
At Brand Licensing Europe last week, Chupa Chups and Mentos both debuted new artwork that will be launched in 2016. To set the mood in fashion projects, the brands have created a series of new designs in collaboration with specialized fashion designers.
“We are also excited at the prospect of working together with our partners on the scent strategy that we have developed around our most popular candy flavors to create new fragrance products with which we are untapping an enormous business potential," adds Christine Cool, area licensing manager, Perfetti van Melle.