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Beanstalk Connects Baileys and Lir for Christmas Crackers

The Christmas crackers are set to launch in November.

Lir and Baileys have teamed up for a new line of Christmas crackers. The deal was brokered by Diageo’s brand extension global licensing agency, Beanstalk.

Beanstalk is exhibiting at Festival of Licensing, the month-long virtual celebration of the global licensing industry, which takes place online Oct. 6-29. It’s free to register and attend via

As part of the collection, fans will be able to enjoy the brand-new Baileys Christmas Crackers filled with Baileys truffles. Each pack of Baileys Crackers contains a mix of three original and three salted caramel truffle filled crackers. The Original Baileys Crackers contain two milk chocolate truffles with a creamy Baileys filling, while the Baileys Salted Caramel Crackers contain two salted caramel Baileys truffles in a smooth chocolate shell. Each cracker contains a joke to keep consumers entertained while enjoying dessert.

“Christmas crackers are a familiar and much-loved tradition of the British Christmas lunch table, and the Baileys Christmas Crackers are sure to delight and surprise all chocolate lovers as well as existing Baileys fans this year,” says Louise French, senior vice president, business development and operations, Beanstalk.

Baileys Crackers can be found at select Matalan stores this November.

The deal adds to Bailey’s biscuit and cracker line. Earlier this year, the brand teamed with Bahlsen for a limited-edition biscuit deal.

Want to learn more? This company is an exhibitor at Festival of Licensing. For more news like this or to experience the event, click here.

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