The full-service international licensing agency Licensing Matters Global has brokered a new agreement for Perfetti Van Melle’s Fruit-tella brand. 

Licensing Matters Global has helped broker a fruity new licensing agreement between Manchester Drinks Company, a leading creator of innovative ready-to-drink solutions, and Perfetti Van Melle.

Commencing this summer, Manchester Drinks has begun production of a range of water enhancers for on-the-go consumers in the UK and Ireland based upon Fruit-tella, the natural and tasty, sweet brand that uses real fruit juice. The drinks will exclusively hit retail shelves at B&M stores this summer, offering a convenient and pocket-friendly format as a 66ml bottle.

The innovative products are available in tempting flavours including Blackcurrant and Strawberry, both of which are infused with real fruit juices and crafted without any added sugar. In line with Fruit-tella’s current brand strategy, the primary goal is to provide a ‘refreshing burst of fruity flavour’, when added to water, and will appeal to consumers who aspire to trying new products.

Leila Loumi, senior Global Licensing director at Licensing Matters Global, who secured the partnership, commented: “Including a hydrating drinks partner in our Fruit-tella licensing programme was an obvious decision. Manchester Drinks has delivered an eye-catching range that is not only refreshing, but also practical and energizing.”

Marta Ballesteros, Perfetti Van Melle global area manager, added: “It’s an exciting collaboration that showcases our commitment to delivering exceptional experiences to our faithful Fruit-tella customers.”

Richard Benjamin, founder of Manchester Drinks, highlighted the significance of hydration and outdoor enjoyment during the summer season. He said: “With Fruit-tella water enhancers we wanted to offer a convenient and exciting way to enhance your hydration experience.”