May 3, 2011, New York, NY., — Beanstalk, a leading global brand licensing agency, today announced a partnership between its client, Airheads, and The Jel Sert Company to introduce Airheads Fruit Squeezers, a line of Airheads fruit flavored beverages. In its first foray into the beverage category, Airheads will pair its iconic Watermelon and Blue Raspberry flavors with Jel Sert’s colorful, squeezable packaging to offer a similarly irreverent brand experience as Airheads candy. Airheads Fruit Squeezers launched in April 2011 at select Walmart stores, with additional grocery, mass, and value channel retailers to follow.
“A partnership with Jel Sert provides Airheads with yet another way for consumers to experience our brand and for Airheads to deliver our unique flavor profiles,” said Irene Pritchett, senior brand manager at Perfetti Van Melle USA. “For years, children of all ages have been drawn to our colorful and fun flavors, and we’ve found the right partner to allow us deliver that experience in the beverage category.”
Owned by Perfetti Van Melle, the third largest confectionery manufacturer in the world, Airheads is the number one non-chocolate candy brand among children age 6-12, selling over 1 billion candy bars annually. The licensing program leverages the brand’s leadership in the candy category, as well as its unique flavors and personality, and includes apparel, health and beauty, and stationery products.
“The Airheads brand not only resonates with children, but with many young adults, and invokes a feeling of nostalgia among them,” said Allison Ames, Senior Vice President, Brand Management, Beanstalk. “As the Airheads brand moves into additional product categories, we anticipate that the new products will create the same emotions and bonds that children have experienced with Airheads candy.”
As a leading manufacturer in the shelf stable freezer bar and beverage categories for over 85 years, Jel Sert is best known for its Fla-Vor-Ice® freezer pops, Mondo Fruit Squeezers® beverages, and Wyler’s Light powdered soft drinks. Jel Sert has licensing agreements with some of the nation’s most recognizable brands. About Perfetti Van Melle Perfetti Van Melle USA is headquartered in Erlanger, Ky., where it produces and distributes Airheads bars and Airheads Xtremes. The company is part of Perfetti Van Melle, a privately owned company that produces and distributes candies and chewing gums in more than 130 countries around the world, including Mentos, Frisk mints and Fruittella soft-chew candies.
About Jel Sert The Jel Sert Company, based in West Chicago, Ill., is a manufacturer, marketer and distributor of a variety of well-known food and beverage products. Its proprietary brands include Wyler’s®, Wyler’s Light®, Pop Ice®, Flavor-Aid®, Fla-Vor-Ice®, Royal®, My*T*Fine®, Otter Pops® and Mondo®, among others. Jel Sert is also active in licensing and contract manufacturing with some of the premier brands and companies in the food, beverage and health and wellness industries. Jel Sert has been privately held since its founding in 1926. For more information on the Jel Sert Company, go to www.jelsert.com