Licensing Matters Global, the full-service international licensing agency, has secured significant agreements for Perfetti Van Melle’s Fruit-tella, the natural and tasty sweet brand produced using real fruit juice and natural colouring and flavours. With a focus on the UK and Benelux markets, LMG has delivered partners for Fruit-tella, which will extend the brand’s reach to the discerning kids, tweens, teens, and young adult audiences who aspire to try new and ‘different’ products they use as a part of their daily routines.
Amber House, renowned for its innovation in partnering beauty products, has developed a range of ‘sweet treats for lips’ available at Primark. The fruity lip balms, marketed to consumers as the “Read my Lips” range from Fruit-tella, has already sold more than 300 thousand units, retailing from £1.80 to £2.50. An ongoing cross-category order programme is under consideration by all parties.
Imagine8, a UK leader in DTR-licensed fashion accessories, stationery, gifts, and novelties, delivered a range exclusively for high-street retailer Claire’s Accessories. On sale at all of its 500+ UK stores from Q3 2022, Imagine8 has worked alongside the retailer on a product launch to draw a new target audience into its stores, utilising the iconic Fruit-tella brand. Embracing the fun and colourful brand attributes, the collection covers all Claire’s Accessories categories synonymous with Imagine8’s long-standing relationship with the retailer. Watch this space for the licensed scented plush toys launching in Q2 2023.
Crackerjack (UK), the health and beauty licensing specialist, has signed to develop an assortment of Bath Fizzers & Sponge gift sets that are impactful on-shelf at retail for the duration of the key beauty gifting season for Q4 2023. Designed in the UK, the focus is to produce a fun and impactful collection that suits a range of budgets with a variety of SKUs ranging from stocking fillers to novelty fruit baskets and represents the vibrant colours of the Fruit-tella brand. Tapping into the current fragrance trends that are mood-lifting, feel-good, and sensorial, the lines will include bath fizzers and sponge gift sets, which will be reminiscent of the Fruit-tella signature fragrances and anticipated launch timings in Q4 2023.
Discussing the trio of agreements, Leila Loumi, Senior Global Licensing Director at Licensing Matters Global, comments:
“Securing these partners who can reach the kids, teens, tweens, and young adult audiences for Fruit-tella has been enjoyable and great fun. From concept development to witnessing the final SKUs going into production, we’ve seen how these wonderful lines have captured the essence of Fruit-tella and brought the brand’s equity to life. Each partner is an expert in their field, and the creativity shown, which is so in tune with the brand and its consumers, has been exceptional. Each has demonstrated how the Fruit-tella brand can be extended and excel through a creative licensing programme”. It’s great to see how our fruity Fruit-tella brand is entering the licensing arena and gaining visibility in the market with the valuable help from Licensing Matters Global”, says Vanessa Grande, Licensing Coordinator from Perfetti Van Melle. “We’re so excited to see how Amber House, Imagine8, and Crackerjack have truly reproduced the Fruit·tella joy inspired by its strong fruit equity in the different categories they develop”.
