U.K. based, allergen-free, vegan mallow specialist Freedom Confectionery is set to launch the first chocolate-coated vegan gummy bar to the confectionery market as part of an exciting brand licensing partnership with Pusheen The Cat.

 “Our team is excited to partner with Freedom Confectionery to bring our fans a delicious new sweet treat to enjoy,” says Cate D’Allessandro, licensing director, Pusheen Corp.

The partnership will be the first confectionery licensing agreement globally recognized brand Pusheen has made since its inception in 2010.

As the first European manufacturer of gelatin-free marshmallows, Freedom Confectionery, along with its partner Pusheen, is hoping to build on its allergy-free credentials offering vegan, vegetarian, plant-based and non-allergy customers worldwide a sweet treat that is completely gelatin-free.

The 54g strawberry flavored vegan gummy bar, named Vegumi, will be coated in dairy-free chocolate and wrapped in a designed film featuring Pusheen The Cat.

For Lancashire based Freedom Confectionery, this partnership provides a fantastic opportunity to reach a whole new audience and further cement its position within the allergy-free, vegan, vegetarian and plant-based market.

“After being in the business for five years, this is by far the most exciting launch Freedom Confectionery has been a part of,” says Elvin Willgrass, sales director, Freedom Confectionery. “To have a brand licensing partnership with Pusheen is an amazing opportunity, and I can’t wait to hear what our customers think of it. Not only does Vegumi taste amazing, but it’s also approved by The Vegan Society and is free from the top allergens. As a business, we believe in 100 percent allergy-free, no product leaves our factory without being thoroughly tested and packaged accordingly and we’re delighted that Pusheen want to be part of our business journey.”

The new Vegumi bar will be available to purchase initially from the Freedom Confectionery online shop https://freedommallows.com/our-shop/ from £1.99 per bar. Freedom Confectionery also has plans to roll the new product offering out to retailers through its national distributors, Bravura Foods.