Licensing agency is on board to extend the lollipop and mint brands’ footprint.

Perfetti Van Melle has appointed CPLG to represent its Chupa Chups and Mentos brands throughout the U.K. and Benelux.

“We are very excited to have CPLG managing the expansion of our activities in these key territories,” says Christine Cool, licensing area manager, Perfetti Van Melle. “It feels good to have a partner with such a solid expertise who is also increasingly focusing on brand building.”

CPLG will now work to secure partners for the lollipop and mint brands in categories like apparel, fashion accessories, health and beauty, and home. The program will be targeted toward young adults, with a secondary audience of kids.

“We are really pleased to be adding two such iconic brands to our portfolio and look forward to working closely with the team at Perfetti Van Melle to expand Mentos and Chupa Chups into a range of lifestyle products,” says Libby Grant, global business development director, brands, CPLG.