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April 6, 2018
Perfetti Van Melle has partnered with Greencore, an international manufacturer of convenience foods, to produce celebration cakes featuring the lollipop brand Chupa Chups.
Beanstalk, Chupa Chups’ brand extension agency, brokered the deal.
The new celebration cake will feature 12 strawberry Chupa Chups lollipops and will aim to leverage the brand’s heritage and emotional connection with consumers.
“Chupa Chups as a brand has an incredibly strong connection with its consumers, and the sweet and fun nature of the product transfers perfectly to a celebration cake,” says Marta Ballesteros, licensing area manager, Perfetti Van Melle. “Greencore has created a unique concept based on the iconic shape of the famous lollipop, which truly celebrates our distinct visual identity and reflects the forever fun factor of the brand.”
The Chupa Chups celebration cakes are now available in ASDA stores throughout the U.K. and Ireland.
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