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Fruit-tella Focuses on U.K. and Benelux

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Perfetti Van Melle has appointed Licensing Matters Global as master licensee for Fruit-tella in the U.K. and Benelux.

London-based global licensing agency Licensing Matters Global will be bringing Perfetti Van Melle's candy brand Fruit-tella to life through sustainably-minded brand extensions and consumer products. 

"At Perfetti Van Melle we are very excited that Licensing Matters, a brand expert with a genuine understanding of today's market dynamics, will expand the Fruit-tella brand to innovative and authentic consumer products that are inspired by fruit and nature to offer the Fruit-tella fans more ways of enjoying the fruit experience they have been cherishing for 90 years," says Christine Cool, licensing area manager, Perfetti Van Melle. 

"We are thrilled to have been selected by the highly respected licensing team at PVM to help them execute this ambitious project," says Felipe Noriega, vice president and regional director, EMEA, LMG. "Fruit-tella's strong commitment to sustainability and their relentless innovation to continue improving the health credentials of their popular treats are at the heart of our partnership selection process. We seek licensees that embrace and embody these core brand principles." 

"For young kids and tweens, we're planning a fresh and colorful personal care range," says Leila Loumi, global senior licensing director, LMG. "We'll be pursuing fun and vibrant makeup solutions for Generation Zers. And we also plan to tap into Millennial and Generation Xers' sense of nostalgia for the Fruit-tella brand through fashion and digital gaming." 

With a range of new products including makeup, fashion, gaming and wellbeing underway according to LMG, the color and flavor of Fruit-tella are also extending into scented candles, toys, stationery, travel accessories.  

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