Smiley Drinks Up

SmileyWorld is taking its signature brand to the food and beverage aisle with new partnerships with licensees L’Abeille and Fruselva. 

April 6, 2018

Smiley Drinks Up

Smiley Fruity juices will debut from L’Abeille, while smoothies are coming from Fruselva.

SmileyWorld is taking its signature brand to the food and beverage aisle with new partnerships with licensees L’Abeille and Fruselva.

L’Abeille will manufacture and distribute Smiley Fruity, a range of juice beverages for children.

The drinks will build on Smiley’s “Taste Happiness” campaign and be available in several flavors such as tropical, orange, apple banana, raspberry and strawberry. The beverage’s cans will feature Smiley icons.

“L’Abeille are the leading French distributors of soft drink brands and are a perfectly positioned partner to develop the distribution of this exciting product,” says Nicolas Loufrani, chief executive officer, Smiley Company. “The product is aligned to the global craze for Smileys today and our very successful 'Taste Happiness' concept that already is achieving success in supermarkets throughout Europe. I’m very excited about this partnership and very proud of the product we have developed.”

Meanwhile, the Original Smiley Brand has tapped licensee Fruselva

to create a range of all-natural smoothies that feature the classic logo.

The cold-pressed smoothies are preservative- and coloring-free and will come in several different fruit and vegetable varieties and combinations.

“We've researched the market thoroughly and we are very confident that this product will seamlessly launch into retail channels,” says Loufrani. “We already have some great distribution in place and a track record of our products selling in the market. I am extremely confident that the values of this product represent and underpin the DNA of Smiley. This is definitely a healthy product guaranteed to put a smile on your face.”

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