BakeryandSnacks chats to Marta Ballesteros and Christine Cool who co-manage the licensing division of confectioner Perfetti van Melle about the 20-year brand-licensing ride they have had the Chupa Chups lollipop brand.
Confectioner Perfetti Van Melle has collaborated with Belgium food group Vandemoortele to create a range of donuts under the lollipop brand Chupa Chups for the European market.
McVitie’s, Filippo Berio, Chaucer Foods and the Finsbury Food Group are just a few of the companies working with brand extension agency Beanstalk to extend brands into other categories and markets.
According to Christine Cool, area licensing manager of confectionery manufacturer Perfetti van Melle, brand licensing opens a whole new universe of possibilities, something it has done for the company’s Chupa Chups brand.
Italian-Dutch confectionery manufacturer Perfetti Van Melle has partnered with Irish convenience food giant Greencore to produce a cake under lollipop brand Chupa Chups.