Cooperation extended to non-food categories in GAS.

Leading global brand extension agency, Beanstalk, is further expanding its presence for Chupa Chups® across the German speaking region through extending their partnership with merchandising and licensing agency, g.l.a.m.

Based on the positive relationship with Beanstalk to represent Chupa Chups in selected food categories, Beanstalk and Chupa Chups®’ brand owner, Perfetti van Melle, have entrusted g.l.a.m. with licensing the lifestyle brand in non-food categories.

Christine Cool, Licensing Area Manager for Chupa Chups® at Perfetti van Melle says, “We are looking forward to working with Chupa Chups® to extend the characteristic fun and colourful lifestyle the brand is famous for to the German-speaking territories, in non-food categories.”

Kristin Ehring, Director Sales and Accounts at g.l.a.m. adds, “We are delighted about the opportunity to represent Chupa Chups®. The experience gained in the food sector will be a tremendous asset as we identify the right partners in non-food categories, and we are proud to contribute to the expansion of Chupa Chups® in the GAS region. The unique brand design, distinctive artwork and extremely high brand awareness offer great licensing potential. We are confident about building a successful licensing programme for the Chupa Chups® across all categories.”