Hello Kitty food programme swells in the UK

Lactalis Nestle, Kerry Foods and Ice Fresh Foods sign up to Sanrio property.
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Fluid World, the UK licensing agent for Hello Kitty owner Sanrio, has welcomed a number of new food partners to the property's licensing programme.

Lactalis Nestlé will develop a line of chilled yoghurts and desserts, while Kerry Foods will produce baking mixes and Ice Fresh will roll out frozen desserts.

"Hello Kitty has seen phenomenal growth in the non food sector and there is now strong demand for food products," said Victoria Whellans, senior brand manager at Fluid World. "Lactalis Nestlé is a world leader in the manufacture of dairy products, making them an ideal partner to develop a range of Hello Kitty chilled desserts perfect for lunch box treats."

Launching next months, Kerry Foods will produce a Hello Kitty Cake Mix and Cookie Mix, with each coming with Hello Kitty shaped wafers and branded activity sheets.

Ice Fresh Foods, meanwhile, has introduced the brand to the frozen sector for the first time, with the Hello Kitty Ice Cream Stick.

The product launched into Asda stores earlier this year with an on-pack competition to win a range of Hello Kitty prizes. Further products are in development for launch later this year.

Other food licensees on board include Kinnerton, Heinz and Finsbury Foods.

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