A line of candy-flavored doughnuts will launch this spring in select European countries.
EUROPE—Global confectionery manufacturer Perfetti Van Melle and European food group Vandemoortele will collaborate on a range of doughnuts under the lollipop brand, Chupa Chups.
“We are very pleased to partner with Vandemoortele,” says Marta Ballesteros, licensing area manager, Perfetti van Melle. “We share the same values of product excellence and dynamic approach to the market. This is a great project that will bring innovative products across Europe and our loyal consumers will enjoy the sponge texture of the doughnut with crunchy Chupa Chups on top.”
The pastry will have the flavors, color and designs of the lollipops, and will be available this spring in France, Belgium, Netherlands, with more countries rolling out later in the year. Products will be available across all major distribution channels and online.
“We are delighted to partner with Chupa Chups’ brand owner Perfetti Van Melle,” says Eddy Van Blanken, group marketing director, Vandemoortele. “Chupa Chups’ fun and colorful DNA, and its iconic taste, provide a great opportunity to innovate in the doughnut market. We look forward to engaging consumers with a unique combination of the well-known Chupa Chups flavors and delicious Vandemoortele doughnuts.”
The agreement was brokered by Perfetti Van Melle’s brand extension agency, Beanstalk.
“We are thrilled to welcome Vandemoortele to the Chupa Chups licensing program,” Lisa Reiner, Managing Director, Europe and Asia Pacific, Beanstalk. “As a market leader in the sweet treats category, Vandemoortele is an ideal partner to translate Chupa Chups’ distinct visual identity and flavors into the doughnut category.”