Smiley Cooks Up New Food Deals

SmileyWorld is continuing its expansion into the fast-moving consume goods market with the new concept, Smiley Kitchen, as well as a number of other food and beverage offerings.

April 6, 2018

Smiley Cooks Up New Food Deals

Emoticon company continues to grow FMCG offerings with the launch of Smiley Kitchen.


First, the company will launch Smiley Kitchen, which aims to bring a new level of happiness to meals. The new concept will feature all natural and organic foods, as well as locally sourced products with seasonal ingredients such as juices, salads, organic pasta and more. It will also include a color-coded system based around emotions and SmileyWorld’s icons to help consumers identify which foods will help them achieve balance across moods.

The company is also building on its Taste Happiness concept with several new licensees including Intersnack for snacks, Compagnie Patissiere (Kruger) for tartlettes, Seven Days for cereal, Dalla Costa for pasta and Rolland R&R for ice cream, among others.

“Research shows that 70 percent of 18- to 34-year-olds associate the Smiley logo and name with happiness, which has given us

the momentum for the rapid growth of SmileyWorld in the food category,” says Nicolas Loufrani, chief executive officer, The Smiley Company. “But in addition to the ‘Happiness Factor,’ our success can also be attributed to the fact that our characters and the Smiley name increase a product’s impact at retail. In a recent quant research study with mums, they agreed that SmileyWorld increases on-shelf stand out, improves positive perception of products and increases purchase intent. Also one of the few characters that lends itself naturally to the creation of shaped products, SmileyWorld is the perfect brand to bring happiness to food product products across a range of categories.”

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