Perfetti Van Melle’s JV with Greencore to launch Chupa Chups cake

The Chupa Chups Celebration Cake is available in Asda stores throughout the UK. Pic: Perfetti Van Melle

Italian-Dutch confectionery manufacturer Perfetti Van Melle has partnered with Irish convenience food giant Greencore to produce a cake under lollipop brand Chupa Chups.

Marta Ballesteros, licensing area manager at Perfetti van Melle told BakeryandSnacks: “Chupa Chups, as a brand, has an incredibly strong connection with its consumers, and the sweet nature of the product lends itself to extensions outside the core confectionery area.

"Greencore has created a celebration cake that reflects the brand’s distinct visual identity and forever fun factor,” she said.

Childhood treat for all ages

The Chupa Chups Celebration Cake is a madeira sponge filled with strawberry jam and frosting, and sports a dozen strawberry flavoured lollipops.

It was rolled out through Asda stores across the UK in March at a suggest retail price (SRP) of £10 ($12.84). Ballesteros said the company is in talks with other UK retailers, as well as retailers in Ireland.

According to Ballesteros, the cake is targeted at “everyone who enjoys the iconic Chupa Chups lollies, whether they be current consumers or those reliving their childhood past”.

The Mentos and Fruit-tella maker acquired the Chupa Chups brand in 2006. The Spanish brand, including the lollipops and other confectionery items, was created in 1958 by Enric Bernat and is today sold in over 150 countries. 

Long-term licensing

The partnership between Perfetti Van Melle and the Greencore Group was brokered by global brand extension licensing agency, Beanstalk.

“The partnership expands the Chupa Chups license into a complimentary category to their current licensing programme and brings a long-term licensing relationship to both parties,” said Ballesteros.

Greencore is a £2.3bn ($2.95bn) company has over 30 manufacturing sites in the UK, US and Ireland, and annually produces three million Christmas cakes and five million Yorkshire puddings.

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