Green’s and Street's Golden Gaytime have collaborated on four new toffee and vanilla flavored biscuit crumbed baking mixes.
The deal was brokered by Unilever Australia’s licensing agency, Asembl.
The range takes inspiration from Green’s array of easy-to-make cake mixes and includes Golden Gaytime crumb cake, brownie, brookie and mousse. The four products feature the distinctive toffee and vanilla flavors of Golden Gaytime ice creams and come complete with biscuit crumbs, each recipe’s main feature.
“We know that Australians love to bake and treat themselves with iconic, nostalgic flavors, so we thought why not combine the two and create the ultimate Green’s Golden Gaytime cake range – proving you actually can have your cake and eat it too,” says Peta Allsopp, head of marketing and innovation, Green’s. “Combining Green’s signature array of easy-to-make cake mixes with an iconic Australian ice cream in Street’s Golden Gaytime. This is an enjoyable, exciting and delicious collaboration that is sure to appeal to all sweet tooths.”
“Golden Gaytime is a much-loved Aussie product in consumers’ lives, from the flavor to the texture and memories associated,” says Annie Lucchitti, manager, marketing, Unilever Australia. “This partnership is the perfect way to ensure Aussies can bring that love into their baking moments! We can’t be more excited to be partnering with Australia’s favorite baking brand, Green’s, to launch the deliciously crunchy crumb cake, brownie, brookie and mousse range. This latest licensing collaboration is certain to satisfy lovers of Golden Gaytime and baking fans alike, with the best of both worlds across more delicious occasions.”
The launch of the four new products will be supported in-store through Coles and Woolworths and will include a comprehensive marketing campaign across digital, TV and influencers who are fans of both brands.
Golden Gaytime cake varieties in crumb cake, mousse and brownie are available now in Coles supermarkets around the country and the brookie will launch in Woolworths on Oct. 18 along with the crumb cake and mousse.