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Gruffalo Expands Food Offerings

Gruffalo Expands Food Offerings

Magic Light Pictures is bringing its Gruffalo brand to a new range of food and beverages, in a deal brokered by The Licensing Company.

Magic Light Pictures is bringing its Gruffalo brand to a new range of food and beverages, in a deal brokered by The Licensing Company.

The new additions build on the success of licensee Thornton's molded chocolate offerings, which launched in 2014 and will continue this year.

Among the new food and beverage partners are:

  • Kolak Snack Food will develop a healthy Gruffalo potato snacks range;
  • Appy Food and Drinks is creating a Gruffalo juice range that will come in two flavors, Forest Fruits: Raspberry & Strawberry and Golden Apples; and
  • Park Cakes will launch a range of Gruffalo products focusing on children’s birthday celebrations and parties including a 3D Gruffalo head chocolate cake and mini bites.

All items will draw on the new Gruffalo Feasting style guide, which was designed specifically for Gruffalo food packaging. 

“Based on a story full of favorite foods and rumbly tummies, it’s a natural fit to extend the current licensing program and include a fun yet wholesome range of Gruffalo Feasting food items," says Daryl Shute, brand director, Magic Light Pictures. "The aim is that children will enjoy eating Gruffalo Feasting products and that parents will feel good about buying them.”

Magic Light is also looking at opportunities in the fresh and chilled sectors along with confectionery and, of course, Owl Ice Cream and Gruffalo Crumble!.   

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