March 25, 2010, New York, NY., — The Beanstalk Group today announced new agreements for Airheads, the “out of control” fruity flavored candy bars. Lotta Luv and Hybrid Apparel will join the Airheads licensing program to produce lip balms and glosses and graphic tees and tops, respectively. Owned by Perfetti Van Melle, the third largest confectionery manufacturer in the world, the Airheads licensing program leverages the brand’s leadership in the candy category to create playful and imaginative licensed products. “We are delighted to bring the fun and irreverence of Airheads to kids and teens in the form of new consumer products,” said Irene Pritchett, Senior Brand Manager at Perfetti Van Melle USA. “These creative licensed products will not only provide loyal fans with new ways to experience the Airheads brand but will allow new consumers to create an emotional connection with the brand.”
Cosmetic licensee Lotta Luv will leverage the unique flavor profiles and exciting color palettes of Airheads bars and Airheads Xtremes belts to create a flavorful portfolio of Airheads lip balms and glosses. Hybrid Apparel, a premier apparel manufacturer, will translate the beloved irreverence of Airheads into fun and colorful graphic t-shirts and tops.
“We are excited to assist Airheads, one of the top ranking non-chocolate candies, with increasing its brand loyalty and strengthening its awareness,” said Allison Ames, Senior Vice President, Brand Management, The Beanstalk Group. “These new relationships represent the first step towards extending the Airheads brand into lifestyle products, deepening the brand’s bond with children, teens and adults.”
Products are expected to launch at retail in Fall 2010.
About Perfetti Van Melle Perfetti Van Melle USA is headquartered in Erlanger, Kentucky, 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.