Beanstalk inks brace of deals for Airheads in US

Beanstalk has sealed a further two deals in the US for the Airheads confectionery brand.

First up, the Jel Sert Company will introduce Airheads Fruit Squeezers, a line of Airheads fruit-flavoured beverages. It will be the first foray into the beverage category for the brand, with Watermelon and Blue Raspberry flavours available.

In addition, Perfetti Van Melle USA is teaming with Unilever to turn Airheads into popsicles.

"The Airheads brand not only resonates with children, but with many young adults, and invokes a feeling of nostalgia among them," said Allison Ames, SVP, brand management at Beanstalk. "As the Airheads brand moves into additional product categories, we anticipate that the new products will create the same emotions and bonds that children have experienced with Airheads candy."