Beanstalk to represent Chupa Chups in new food categories and territories

Global confectionery manufacturer, Perfetti Van Melle has extended its partnership with global licensing agency, Beanstalk to continue to build on the success of the Chupa Chups licensing programme to extend into new food categories and territories.

Beanstalk has represented Chupa Chups since 2014 exclusively for food extensions in Europe, and since 2017 has also represented the brand for non-food licensing in Germany, Austria, and Switzerland. During this partnership, Beanstalk has secured licensees for Chupa Chups in frozen novelty, celebration cakes, and most recently, in doughnuts and chocolate refreshing sticks (Germany, Austria, Switzerland). The next phase of growth will focus on desserts, beverages and on-menu (food service) and will include Chupa Chups’ first entrance into food licensing in Russia, a key market for Chupa Chups’ core business.

The extension of the partnership between Perfetti Van Melle and Beanstalk speaks to the success of the existing licensing programme and the consumer demand for Chupa Chups in new and innovative formats. The new categories and territories will give future and existing Chupa Chups enthusiasts the ability to further enjoy their favourite Chupa Chups flavours.

Lisa Reiner, Managing Director of Beanstalk for Europe and Asia Pacific commented, “Beanstalk is thrilled to be expanding its relationship with Chupa Chups, for new food categories as well as entering Russia. We have already had considerable success in leveraging Chupa Chups’ iconic charm and unique flavour profile in the frozen and ambient aisles and we look forward to further extending the programme to give consumers new ways to experience and enjoy their favourite sweet.

Marta Ballesteros, Licensing Area Manager at Perfetti Van Melle said, “We are delighted to further cement our long-term relationship with Beanstalk in Europe and Russia. With Beanstalk’s assistance, we have already successfully launched several new food categories in Europe. We feel that there are many additional opportunities in the market today to transfer the essence of the Chupa Chups flavours and colours to bring credibility and innovation to other food and beverage categories. We are excited to take the food programme to the Russian Market, which has traditionally been one of the main markets for the brand.