Perfetti Van Melle Launches Fruit-tella Water Enhancers

Licensing Matters Global has announced it has brokered an agreement for Perfetti Van Melle’s Fruit-tella, the natural sweet brand that uses real fruit juice. The latest collaboration is with Manchester Drinks Company.

Commencing this summer, Manchester Drinks has begun production of a range of water enhancers for on-the-go consumers in the U.K. and Ireland. This summer, they exclusively hit retail shelves at B&M stores in a pocket-friendly 66 ml bottle.

The products are available in flavors including Blackcurrant and Strawberry, infused with real fruit juices and crafted without added sugar. In line with Fruit-tella’s current brand strategy, the primary goal is to provide a refreshing “burst of fruity flavor” when added to water and appeal to consumers who aspire to try new products.

Fruit-tella Water Enhancers, Perfetti Van Melle, Manchester Drinks

“Including a hydrating drinks partner in our Fruit-tella licensing program was an obvious decision,” says Leila Loumi, senior global licensing director, Licensing Matters Global. “Manchester Drinks has delivered an eye-catching range that is not only refreshing, but also practical and energizing.”

“It’s an exciting collaboration that showcases our commitment to delivering exceptional experiences to our faithful Fruit-tella customers,” says Marta Ballesteros, global area manager, Perfetti Van Melle.

“With Fruit-tella water enhancers, we wanted to offer a convenient and exciting way to enhance your hydration experience,” says Richard Benjamin, founder, Manchester Drinks.