Licensing Matters delivers sweet licensing deals for Fruit-tella

Published on: 30th November 2022

Confectionery group Perfetti van Melle has secured significant agreements for sweet brand Fruit-tella, including scented plush, lip balms and bath fizzers.

With a focus on the UK and Benelux markets, agency Licensing Matters Global has created partnerships for Fruit-tella which will extend the brand’s reach to kids and young adult audiences who aspire to trying new and different products as a part of their daily routines.

“Securing these partners who can reach the kids, teens, tweens and young adult audiences for Fruit-tella has been enjoyable and great fun,” said Leila Loumi, senior global licensing director at Licensing Matters Global.

Imagin8, a UK leader in DTR licensed fashion accessories, stationery, gifts and novelties, has delivered a range exclusively for high-street retailer Claire’s Accessories. On sale at all of its 500 plus UK stores from Q3 2022, Imagin8 has worked alongside the retailer on a product launch to draw a new target audience into its stores, utilising the iconic Fruit-tella brand. Embracing the fun and colourful brand attributes, the collection covers all the Claire’s Accessories categories that are synonymous with Imagin8’s long-standing relationship with the retailer. Licensed scented plush toys will also launch in Q2 2023.

Amber House, renowned for its innovation in partnering beauty products, has developed a range of sweet treats for lips, available at Primark. The fruity lip balms, marketed to consumers as the Read my Lips range from Fruit-tella, have already sold more than 300,000 units. An ongoing cross-category order programme is under consideration by all parties.

Health and beauty licensing specialist Crackerjack (UK) has signed to develop an assortment of Bath Fizzers & Sponge gift sets for the duration of the key beauty gifting season for Q4 2023. Designed in the UK, the focus is to produce a collection which is fun and impactful, suits a range of budgets with a variety of SKUs ranging from stocking fillers to novelty fruit baskets and representing the vibrant colours of the Fruit-tella brand. The lines will include bath fizzers and sponge gift sets. which will be reminiscent of the Fruit-tella signature fragrances. The collection expects to launch in Q4 2023.

Leila Loumi added: “From concept development through to seeing the final SKUs going into production, we have been able to see how these wonderful lines have captured the essence of Fruit-tella and brought to life the equity of the brand. Each partner is an expert in its field and the creativity shown, that’s so in-tune with the brand and its consumers, has been exceptional. Each of them has demonstrated how a brand can be extended to excel at elevating the Fruit-tella brand values.”

“It´s great to see how our Fruit-tella brand is entering the licensing arena, gaining visibility in the market with valuable help from Licensing Matters Global,” commented Vanessa Grande, licensing coordinator at Perfetti Van Melle. “We´re so excited to see how Amber House, Imagin8 and Crackerjack, have reproduced the Fruit·tella joy in the different categories they develop”.

Perfetti Van Melle has 11 brands with lifestyle-oriented programs in key markets across the globe: Mentos, Chupa Chups, Airheads, Alpenliebe, Frisk, Fruit-tella, Morositas, Smint, Big Babol,  Goleador and Brooklyn.

By merging art, fashion, pop culture and candy, the brands’ style guides offer original creativity to develop an ever-expanding universe of exciting lifestyle products, brand and retail experiences. In addition, the Mentos, Chupa Chups, Airheads and Fruit-tella brands offer the opportunity to take their characteristic and unique flavour profiles to selected categories in the food and beverage aisles with leading FMCG partners.

For further information, contact Anna Amat, licensing coordinator at PVM Licensing Division at



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