Smiley strengthens its hold on the food aisles with Farmfoods’ deal

Smiley is continuing its play for the world’s food aisles having launched a new rang of Chicken Smileys across 275 Farmfoods stores.

The latest move is part of the firm’s goal to ‘become a trusted brand and emblem in the food retail trade,’ with a distinct focus on developing 3D shaped foods.

With 3D remaining the cornerstone of Smiley’s foods program, the outfit has been working with Romanian Chicken supplier Transavia to get its trademarked 3D foods listed at some of Europe’s leading supermarkets including Carrefour, Iceland and now FarmFoods.

Speaking about the latest launch, Nicolas Loufrani Smiley CEO, said: “One of the key elements of our strategy is to develop ‘shaped’ product. When you go for generic shapes, such as stars, anyone can copy your design, but there’s only one 3D Smiley food trademark, it is instantly recognisable, it is protected and enforceable."

Smiley has historically offered 3D shapes in more ‘stable’ food formats, with a longstanding tie-up with frozen foods producer McCain, who has been selling Smiley potato products for over 20 years. 

Recent advancements in technology have allowed Smiley to extend 3D shaped food products in a range of news products including ice creams, snacks, sweets and even pasta. 

This strategy has allowed Smiley to sign a host of new food licensees in recent years and has contributed to category growth of over 20 per cent year on year from 2017-2018.

About Robert Hutchins

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

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