Asembl to represent Perfetti Van Melle across Australia and New Zealand

Asembl is now representing Perfetti Van Melle’s licensing interests across Australia and New Zealand and will develop strategic licensing opportunities for the company’s Chupa Chups and Mentos brands in new food and non-food categories.  

Perfetti Van Melle is one of the world’s largest manufacturers and distributors of confectionery. Its products and brands are enjoyed in over 150 countries.

Kickstarting the many licensing interests for Chupa Chups is an ongoing partnership with one of Australia’s oldest family-owned and operated dairy companies, Bulla Dairy Foods.

First to launch in the partnership between the two brands is a Strawberry & Cream flavoured ice-cream cone – Bulla Dairy Foods’ homage to the global bestseller Chupa Chups lollipop. Brought to life in ice cream form for the first time in Australia, the Strawberry & Cream ice-cream cone features a strawberry and vanilla ice-cream flavour with crushed candy and a strawberry sauce drizzled throughout and on top.

“It is incredibly exciting to partner with a global brand synonymous with such fun and excitement. We believe our two brands fit together like the famous strawberry and cream flavour now brought to life in ice cream form,” says Bulla’s Head of Marketing, Andrew Noisette.

“We are excited to see our iconic Strawberry & Cream lollipop come to life in an ice cream format. It is sure to surprise and delight Australian Chupa Chups fans,” says Marta Ballesteros, Area Licensing Manager of Perfetti Van Melle.

Asembl Managing Director, Justin Watson, adds: “We are thrilled to be adding Perfetti Van Melle to our growing brand extension agency – and of course to be launching a Strawberry & Cream ice-cream with Bulla Dairy Foods that honours the global bestselling lollipop. For Australian fans of Chupa Chups and Bulla Dairy Foods, this licensing partnership is really an ice-cream dream come true.”

Chupa Chups Strawberry & Cream cone 4pk (RRP $8.50) is now available through Independent Grocers nationwide and Woolworths from 2 May with a vibrant point of sale activation as well as strong social media campaign.




Italian Perfetti Van Melle is a global confectionery manufacturer and owner of power brands Mentos, Airheads, Chupa Chups and Fruit-tella, among many others. caught up with them ahead of exhibiting at Licensing Expo in Vegas this May.


For those who don’t already know Perfetti Van Melle, who are you and how do you fit into the licensing industry?

Our company, Perfetti Van Melle, is one of the world’s global confectionery manufacturers and owner of many power brands such as Mentos, Airheads, Chupa Chups and Fruit-tella. We have been building international licensing programmes with these brands for many years. The Chupa Chups licensing programme started 25 years ago as a lifestyle programme. Today we diversify with our brands in both lifestyle and food and beverage extensions.

Do you have any recent news you can share with us?

We have just opened a spectacular Chupa Chups event at the Changhi airport in Singapore, where fans of the brand can be transported into a world of interactive and yummy-looking backdrops such as a carousel ride made of lollipops, a Ferris wheel or pose with moving larger-than-life lollipop daisies! The true eyecatcher of the event is the gigantic mega sized lollipop installation that has been proclaimed Singapore’s largest Chupa Chups lollipop by Singapore’s Book of Records, and which is already going viral.

We are thrilled about the ongoing success of the Chupa Chups sparkling drink range. The newly launched Chupa Chups Zero Sugar drinks in Strawberry and Lemon & Lime flavour have been awarded the 2022 Superior Taste Award by the prestigious International Taste Institute in Belgium. Seeing how these sparkling drinks are taking the world by storm, we are now exploring opportunities for Mentos drinks as well.

For Airheads, we are preparing the launch of a Market and Airheads drop this autumn, that will include limited-edition clothing and accessories as well as the first Airheads co-branded limited-edition Market flavour. Later this year, we have exciting launches coming up of mini figurines and toys by MGA L.O.L., Moose and Super Impulse with our brands Mentos, Chupa Chups and Airheads.

What are the biggest trends – challenges or opportunities – facing licensing and retail?

Our licensing business is very much global, so we are still affected by the consequences of the pandemic and also challenged by the uncertainty and impact that is provoked by the geopolitical situation. Trend-wise, the talk of the licensing town is all about the NFT/Metaverse business opportunities and sustainability policies. We are dedicating resources to understanding the business model, the trademark protection issues and how we can best fit in with our brands.

And what are the biggest trends across the food and beverage category?

We are seeing a huge appetite in the F&B aisles for innovative collaborations. Teaming up with trusted brands from adjacent food categories is an excellent way to offer novelty to the market.

On the other hand, there is an increasing need to pursue wellness and offer products that can cater to the need to indulge in a healthier way, which is why we advocate to develop better-for-you treats in the combined R&D efforts of our licensed products.

An area where we see a big growth potential is the protein category, in which we are exploring opportunities with leading companies for several brands at the moment.

Are you exhibiting at Licensing Expo for the first time? If so, what are you hoping to achieve from being on the show floor?

We have been visiting Licensing Expo for many years and have always had a presence through the first-in-class agencies who represent us in the USA: Seltzer Licensing for Airheads and Lisa Marks for Mentos and Chupa Chups. As it has become such a global showcase, we have started to exhibit with a corporate Perfetti Van Melle booth, too.

What excites you about returning to an in-person Licensing Expo?

There’s nothing like walking the aisles of the Expo to get a feel for what’s relevant in the ever-changing licensing scene. We also adore the opportunity to offer our business partners a sneak peek at our latest artwork developments, which we are renowned for. And we will admit, we do love to discuss business face to face with a smile!

What can visitors expect to see on your stand?

This year the star of the show will be Mentos, our most global and well-known brand. Visitors will be able to check out the colourful and trendy art assets we can offer with Mentos and examples of successful international launches, such as the one with Mentos & Sally Hansen. And as usual, there will be a splash of colour that transmits the fun of our brands and a treat for all is guaranteed!

Perfetti Van Melle will be at Bayside Exhibit Hall – Level 1 — D136 at Licensing Expo 2022, 24–26 May, Mandalay Bay Convention Center, Las Vegas.


90 year old confectionery brand Fruit-tella eyes Gen Z move into fashion, digital gaming and more

The Italian-Dutch confectionery company Perfetti Van Melle and Licensing Matters Global (LMG), a London-based global licensing agency, have announced a long-term partnership to extend the 90-year-old candy brand, Fruit-tella.

Under the partnership, LMG will look to extend the sweet brand into selected lifestyle product categories via strategic licensing and retail efforts in the UK and Benelux.

Drawing from Fruit-tella’s DNA, the firm will be leveraging the brand’s strong associations with authentic fruit taste, playful colours and positivity to seek partner licensees in lifestyle categories such as fashion, health and beauty, scented candles, toys, stationery, travel accessories, and digital content. The partnership began in February 2021.

“At Perfetti Van Melle we are very excited that Licensing Matters, a brand expert with a genuine understanding of today’s market dynamics, will expand the Fruit-tella brand to innovative and authentic consumer products that are inspired by fruit and nature to offer the Fruit-tella fans more ways of enjoying the fruit experience they have been cherishing for 90 years,” said Christine Cool, licensing area manager of Perfetti Van Melle.

Felipe Noriega, VP and regional director EMEA, LMG, added: “We are thrilled to have been selected by the highly respected licensing team at PVM to help them execute this ambitious project.

“Fruittella’s strong commitment to sustainability and their relentless innovation to continue improving the health credentials of their popular treats are at the heart of our partnership selection process. We seek licensees that embrace and embody these core brand principles.”

Leila Loumi, global senior licensing director, LMG, added: “For young kids and tweens, we’re planning a fresh and colourful personal care range. We’ll be pursuing fun and vibrant make-up solutions for Generation Z-ers.  And we also plan to tap into Millennial and Generation X-ers’ sense of nostalgia for the Fruit-tella brand through fashion and digital gaming.”

YWOW Games continues mission to ‘revolutionise the market’ with Perfetti Van Melle partnership

YWOW Games, an up and coming games and puzzles company on a mission to ‘revolutionise the market’ by combining global household brands with collectable jigsaw puzzles, has expanded its best-selling range through a new partnership with the confectionery brand, Perfetti Van Melle.

The fast-growing company launched onto the scene with its brand Mini Puzzles earlier this year when it introduced its Kellogg’s and Pringles range via distribution channels reaching most major markets. According to the firm, the two licensed puzzles lines are already selling out in major retailers in the UK.

Now, building on the momentum of the launch, YWOW Games have finalised a global licensing deal with Perfetti Van Melle for its iconic Mentos brand. Not only will the license occupy a solid space within the Mini Puzzles brand, but will also be one of the first licenses that make up the new SuperSized puzzles line.

SuperSized puzzles are 500 to 1000-piece vintage puzzles packaged in extra-large packaging resembling the brand’s own packaging.

“It is evident from the brand’s success in these markets that the current circumstances make puzzles even more of an evergreen category,” said the firm.

“It is safe to say YWOW Games are only just getting started with their license deals, and they promise to bring to all markets their iconic puzzles based on the A-brands for all categories.”

Please feel free to contact YWOW Games at for more information.

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.