May 3, 2011, New York, NY.,— Perfetti Van Melle USA today announced a licensing partnership with Unilever, a leading consumer goods manufacturer, to extend its “out-of-control” fruity-flavored Airheads® candy bars to tangy, chewy and delicious ice pops under the Popsicle® brand. Popsicle® Airheads® ice pops will leverage the brand’s unique flavor profiles and vibrant color palette to provide consumers with a delicious new way to experience the brand. Perfetti Van Melle and Unilever were brought together by Beanstalk and Seltzer Licensing Group, Airheads and Unilever’s exclusive licensing agencies, respectively. “We are delighted to be collaborating with such a well-respected and recognized company as Unilever,” said Irene Pritchett, Senior Brand Manager at Perfetti Van Melle USA. “The leadership of Popsicle® in the frozen novelty category and close association with summer makes it a perfect partner to help extend the playfulness, irreverence and fun of Airheads® to frozen snacks.”
Popsicle® Airheads® ice pops will leverage the candy’s signature tangy flavor profile and will translate its beloved taffy-like consistency using a unique formulation developed by Unilever. The distinct, chewy texture will be the first of its kind in the frozen novelty marketplace. Popsicle® Airheads® ice pops will feature all the flavors of Airheads® candy bars including the famous White Mystery, in addition to limited-time flavors that will occasionally be introduced to the market. Unilever plans to create multi-pack assortments that can be enjoyed at home, and single-serve Popsicle® Airheads® ice pops that will be sold in freezers across all retail channels and on ice cream trucks throughout the United States.
“Brand awareness for Airheads is consistently high and growing due to the ongoing marketing support of Perfetti Van Melle,” said Kim Vu, Brand Manager, North American Ice Cream and Popsicle® at Unilever. “We are excited to be able to leverage the brand’s strong appeal among kids, teens and adults to offer consumers the unique look, texture and tastes of Airheads® in their favorite frozen treat, Popsicle®.”
Products began launching in market in April and will be available at a variety of retailers including mass, grocery, specialty, and value stores, for a suggested retail price of $4.49 for an 18-pack assortment. Single-serve Popsicle® Airheads® ice pops will also be sold through convenience stores and ice cream trucks.
“Partnering with Unilever’s Popsicle® brand will help bring Airheads to an even broader audience,” said Allison Ames, Senior Vice President, Brand Management, Beanstalk. “Beanstalk will work with Airheads to build upon this momentum and provide fans with even more occasions to experience their beloved Airheads brand.”
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 Unilever North America Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Blue Band, Breyers, Caress, Country Crock, Degree, Dove personal care products, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Klondike, Knorr, Lever 2000, Lipton, Omo, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Skippy, Slim-Fast, Suave, TIGI, Vaseline, and Wish-Bone. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating nearly $10 billion in sales in 2010. For more information, visit www.unileverusa.com, www.unilever.ca, or www.unilevercaribbean.com.
About Seltzer Licensing Group Seltzer Licensing Group is a New York City-based, full service licensing consulting firm specializing in licensing and strategic alliance solutions. Since 1998, Seltzer Licensing Group has helped over 100 companies grow their organizations by identifying and securing licensing partnerships with the right brands and right companies. Current clients include Fortune 500 manufacturers, leading non-profits and retailers. For more information, please visit us at www.seltzerlicensing.com.