European candy brand taps agent to expand into categories including gifts, health and beauty, scents and FMCG.

Pick-and-mix confectionery brand Candyking has appointed brand extension agency Suited Brands to expand its brand into new categories throughout the U.K. and Europe.

The agency will now seek partners across categories such as gifting, advent calendars, health and beauty, scents and FMCG.

Furthermore, the brand has already secured its first partner in the gifting category. Under the terms of the agreement, licensee Kimm & Miller will produce creative gift packs.

“Suited Brands plan on building a long-term sustainable program of incremental market leading licensed products, which increased brand awareness and sales of the core brand,” says Jake Brocklehurst, managing director, Suited Brands. “We’re excited to work with the brilliant team at Candyking and our market leading partners. The first strategic category is gifting and we are proud to partner with the team at Kimm & Miller to kickstart the program.”

“We have been really impressed with the team at Suited Brands and they undoubtedly can take the Candyking brand into new and exciting products and categories,” says Chris Hobbs, marketing and services director, Candyking. “The agreement with Kimm & Miller is just the first in what we expect to be a long list of relevant partnerships that will support our brand ambition and longer-term objectives.”