Perfetti Van Melle grows Mentos licensing programme with US partner Sterling Teal

The confectionery specialist, Perfetti Van Melle is expanding its Mentos licensing programming with the help of its US licensing agency, Lisa Mark Associates and its new partnership with the auto air care manufacturer, Sterling Teal International.

Together, the partnership will launch a range of eight scented auto air fresheners, each capturing the Mentos flavour profiles, including its signature flavour, cool mint, as well as several fruity flavours. The range will be available at retailers across the US, as well as in Canada, Puerto Rico, Dominican Republic, Mexico, Guatemala, Honduras and El Salvador.

“We are thrilled to be launching the Mentos Auto Air freshener program with Sterling Teal International,” said Lisa Marks, president of LMA. “Sterling Teal has done a terrific job leveraging the Mentos equities of freshness, great flavors and fun with products that will enhance any driving experience.”

John Walsh, president of Sterling Teal, added: “Working with LMA and Perfetti Van Melle to create and launch this exciting new line has been a great experience for the entire Sterling Teal team. We have developed a unique line of automotive air fresheners, which provide the consumer with a “fresh” aroma profile.  The response from regional and national retailers has been phenomenal.”

Sterling Teal joins a growing line-up of Mentos partners, including leading apparel licensee, C-Life, mask licensees, Trevco and JLB Holdings, new sock and boxer partner, Odd Sox.

Mentos partnerships will also be developed in additional categories of sugar scrubs, colour cosmetics, deodorant, lip gloss, nail polish and fresh wipes.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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