Roary the Racing Car revs into licensed food arena

Samantha Loveday

By Samantha Loveday

September 7th 2009 at 10:24AM
Roary the Racing Car revs into licensed food arena

Chapman ties new partnership deal with HL Food for pre-school property.

Chapman Entertainment is expanding the popular Roary the Racing Car brand into the food arena - securing a deal for a line of canned pasta with Premier Foods, owned by new licensee, HL Food.

The shapes will feature characters from the show including Roary, Maxi, Flash, Big Chris and Nick, the new police car. The product will be available from October.

"We've had great success with Roary in the UK and we are delighted to welcome HL Food into the Chapman family," said Val Fry, director of licensing at Chapman. "We are confident that Roary will race into pole position and be a number one star in this food category."

Heather Harris, head of portfolio on Crosse & Blackwell 4 Kids at Premier Foods, added: "We are constantly refreshing our licences to remain on trend, and Roary the Racing Car is a current and popular character with young children. We have worked hard to ensure that all our products are nutritionally sound, and to communicate this to adults who are buying our products, while keeping them fun for the children who consume them."