Icefresh Foods becomes latest Peppa Pig FMCG partner

Entertainment One secures deal for shaped ice cream lollies.
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Entertainment One is continuing to build the FMCG promotions portfolio for Peppa Pig, with Icefresh Foods becoming the latest firm to sign up.

From March 2012, the company will launch an ice cream lolly in the shape of the character.

"Consumer demand for Peppa Pig ice cream is huge and we've spent a long time seeking a partner that we believe can fully recognise the commercial potential of the brand in this category," said Hannah Mungo, head of UK licensing at Entertainment One. "Icefresh Foods is an award winning British company with over 30 years experience of working in the frozen foods sector.

"They have clearly demonstrated ideas and an ambition for the Peppa Pig brand that reflect our own and we'll work together to ensure that the product triumphs at UK retail when it launches next year."

Philip Webster, MD of Icefresh Foods, added: "The Peppa Pig brand has mass appeal and we believe this tasty ice cream treat will be a winner with the UK retailers and consumers alike."

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