Perfetti Van Melle has appointed CPLG as lead licensing agency for its brands Chupa Chups and Mentos in UK Benelux.
CPLG plan to introduce a range of lifestyle products featuring the iconic lollipop and mint brands. Products on the licensing programme include apparel, fashion accessories, home and health & beauty targeting a core audience of young adults with a secondary audience of kids.
“We are really pleased to be adding two such iconic brands to our portfolio," said Libby Grant, global business development director, brands at CPLG, "and look forward to working closely with the team at Perfetti Van Melle to expand Mentos and Chups Chups into a range of lifestyle products”
Christine Cool, licensing area manager at Perfetti Van Melle, added: “We are very excited to have CPLG managing the expansion of our activities in these key territories. It feels good to have a partner with such a solid expertise who is also increasingly focusing on brand building.”
Chupa Chups made its debut in 1958 and is the biggest selling lollipop worldwide. Famous for its shape and bright eye catching colors it also has a strong connection to the art world with Salvador Dali responsible for designing the logo.
Mentos has also has an enviable legacy, having been born in 1932, Mentos is now the number one in the global mint category and sold in 130 countries.