eOne bolsters Peppa Pig with Heinz and Yoplait deals

Agreements for gingerbread biscuits and potato snacks also secured.
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Entertainment One has signed up with both Yoplait and Heinz as it looks to grow the Peppa Pig brand in the fast moving consumer goods market.

Both Heinz tinned pasta shapes and Yoplait fromage frais have launched at retail, with eOne also securing deals with Frank Roberts for gingerbread biscuits (debuting in Waitrose this month) and potato snacks from Robert Roberts, launching in Ireland in Q4.

The firm will be using BLE to recruit new licences to the programme, and is specifically looking for partners interested in ice-cream, ready meals, juices and smoothies, lunch box items and fruit and vegetables.

"Peppa Pig is trusted amongst parents and loved by pre-school girls and boys," said Hannah Mungo, head of UK licensing at eOne. "By association the brand has the ability to take every day products and make them hugely relevant and highly desirable amongst families staking a claim on their precious household income."

eOne has been working with Finsbury Foods since 2008, with its large Peppa Pig celebration cake the number one licensed pre-school cake in the market. In addition, it has deals with Kinnerton and Victoria Foods.

A Muller Little Stars on-pack promotion has also been a recent hit, while this summer saw Peppa Pig being used to promote E45 Junior's new bath time bubbles for itchy, sensitive skin.

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