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Fox focuses on health food deals - Licensing.biz

Fox focuses on health food deals

The Simpsons branded smoothies, organic pasta and mini Cheddar cheeses all on the way.
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20th Century Fox L&M has recently secured a number of health-focused food deals, adding to its Simpsons licensed portfolio.

This year will see the launch of a smoothie range from Vimto Soft Drinks, fresh organic pasta from Fun Food 4 All and mini Cheddar cheeses from The Wensleydale Creamery.

"Each of our new partners has been carefully selected to augment our presence in the health focused food and drink sector," explained Carl Lumbard, SVP and MD of Fox L&M in Europe. "I am delighted to welcome all three companies to our ever expanding group of licensees for The Simpsons."

Launched at the beginning of this week, The Simpsons characters are featured on a new line of smoothies developed by Vimto. Available in three flavours - Orange, Banana and Mango (Homer), Strawberry and Apple (Bart) and Peach (Lisa) - they are all made from 100 per cent fruit.

The smoothies market has been growing rapidly over the last few years and was worth £187m in July 2007 (up £67m from July 2006) and is a sector dominated by only a few players.

"Vimto is delighted to be partnering with Fox Licensing to launch one of the most iconic brands of the last 20 years into the fastest growing sector of the soft drinks market," said Glenn Hudson, MD of VSD.

Meanwhile, working with Fun Foods 4 All - which already produces The Simpsons organic dried pasta - Bakkavor Pasta Company will launch a fresh pasta line into Asda from this month.

Finally, The Wensleydale Creamery is producing two new cheese lines featuring the licence. The first - Mini Cheddar Cheeses - is a net of five individually wrapped cheeses, which will launch in November. For added value, the line launches into Asda and Morrisons with a limited edition net, containing a pack of Simpsons Panini stickers.

The second product is a larger waxed cheese truckle, which is currently in development for 2008.

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