Fruit-tella and Licensing Matters Global Strike Master Licensing Deal that is Bursting with Flavour.

Perfetti Van Melle appoints Licensing Matters Global as master licensee for their sustainability-minded, conscious candy brand, Fruit-tella, in the UK and Benelux.

Italian-Dutch confectionery company Perfetti Van Melle and Licensing Matters Global (LMG), a London-based, leading global licensing agency, have announced a long-term partnership to extend the ninety-year-old candy brand, Fruit-tella, into selected lifestyle product categories via strategic licensing and retail efforts in the UK and Benelux.

Drawing from Fruit-tella’s DNA, LMG will be leveraging the brand’s strong associations with authentic fruit taste, playful colours and positivity to seek partner licensees in lifestyle categories such as Fashion, Health & Beauty, Scented Candles, Toys, Stationery, Travel Accessories and Digital Content, just to name a few. The partnership began in February 2021.

“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 of 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, VP & Regional Director EMEA, LMG. “Fruittella’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.”

Leila Loumi, Global Senior Licensing Director, LMG, shared more details about the program: “For young kids and tweens, we’re planning a fresh and colourful personal care range. We’ll be pursuing fun and vibrant make-up solutions for Generation Z-ers.  And we also plan to tap into Millennial and Generation X-ers’ sense of nostalgia for the Fruit-tella brand through fashion and digital gaming.”


The global confectionery group Perfetti Van Melle is a privately-owned company producing and distributing candies and chewing gum in more than 150 countries worldwide. It owns many much loved brands such as Mentos, Alpenliebe and Chupa Chups. Perfetti Van Melle is always striving to create innovative treats and a better future for its consumers.

Perfetti Van Melle also unlocks the power of several of its most popular brands through a successful licensing program: Mentos, Chupa Chups, Airheads, Frisk, Smint, Fruit-tella, Alpenliebe, Morositas and Big Babol all have sweet or fresh lifestyle oriented programs in key markets across the globe. By merging art, fashion, pop culture and candy, the brands’ style guides offer original creativity to develop an ever-expanding universe of exciting lifestyle products, brand and retail experiences.

Moreover, the Chupa Chups and Airheads brands offer the opportunity to take their characteristic and unique flavour profiles to selected categories in the food and beverage aisles with leading FMCG partners.

Fruit-tella is famous for its candies made with real fruit juice and natural colourings and flavours. It has been in the market since 1932 and is enjoyed by kids in many European markets. Fruit-tella embodies the freedom to say “yes” to responsible treats and smart licensing choices for fruit inspired life style products and innovative food and beverage launches.

For further information:
Contact:, Licensing Coordinator at PVM Licensing Division
Visit: and Instagram @perfettivanmellelicencing

About Licensing Matters Global

Licensing Matters is a global, full-service, boutique licensing agency that works with brands to help unlock their latent equity, deepen their relationships with consumers and expand their footprint into brand new market sectors. LMG’s client roster includes Shell, KFC, European Space Agency, BuzzFeed, Peugeot, Harvard and Yale.


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