Purple Ronnie's tasty new deal - Licensing.biz

Purple Ronnie's tasty new deal

Gift confectionery packs and celebration cakes to hit retail in 2009.
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Coolabi is continuing to build on the licensing programme for Purple Ronnie, awarding Beacon Confectionery the licence to produce special branded gift confectionery for Valentine's Day 2009.

In addition to this, Greencore Cakes is planning a range of Purple Ronnie celebration cakes.

For Valentine's, Beacon is planning a pack of milk chocolate hearts, which will go out with an edition of Purple Ronnie's Little Guide for Lovers, produced in paperback for the occasion. It is targeting major supermarket chains, with Tesco already planning to stock the gift pack in selected stores.

Meanwhile, Greencore's Purple Ronnie cakes will be available in the New Year and will be aiming to repeat the success it enjoyed with this year's offering. According to TNS, it is the number three in the character celebration cake market, selling 4,000 units per week.

"Purple Ronnie is a high visibility brand with which many young men identify with and which many women associate with gifts for husbands and partners," said Deborah Williams, marketing director at Beacon. "He is the perfect partner to help us bring our confectionery to this huge, untapped market."

Sarah Day, marketing controller at Greencore Cakes, added: "Purple Ronnie cakes have been strong performers for some time, and we feel certain that our latest two will continue that trend."

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