Sweet Spot For Success At Smiley
Smiley Food continues to enjoy big wins in the retail sector, as the brand utilises its insight-driven packaging strategy, which leverages the global craze for Smiley icons.
Yesterday at ISM, the world’s largest trade fair for the sweets and snacks industry, Smiley announced important news from several of its leading partners in this category.
Italian chocolatier Witor announced the renewal of its Easter Eggs licence for the third time and debuted three new designs at the show, which all contain the group’s quality chocolate eggs and a Smiley surprise.
Another leading Italian chocolatier and Smiley partner, Luigi Zaini, announced that it has now sold over one million Smiley Surprise Eggs and added new products to its line, including a Christmas range, an Epiphany range, and new Smiley lentils with surprises.
These products will sit alongside existing Smiley products, including Gellee candies and Smiley mugs containing chocolate eggs. In light of the great response to its Smiley range, Zaini also announced renewal of its contract, with new/added territories.
Meanwhile, Smiley Candy partner Trendy Foods has launched a range over almost 20 candy SKUs to retail, and it has also launched a Smiley Candy shop at Carrefour in Belgium.
Elsewhere, French partner Lutti also continues to enjoy great retail success, as it utilises Smiley’s unique patented 3D design to create Smiley sour gummies, which feature a range of five different emotions. This success has seen Lutti launch into some of Europe’s leading retailers, in both individual packs and via bulk sales, and these products feature heavily in the recently launched Smiley Candy pop-up store.
Lutti has also launched Tubble Gum (tube bubble gum) and the brand-new Smiley Roll Up bubble-gum tape, which were both debuted at ISM. This range features a collectible element, with a range of Smiley face packets to collect and one special-edition gold Smiley pack.
Other licencees exhibiting at ISM, the world’s largest confectionery show, include Hellema and Biscuiterie L’Abbaye, with Smiley biscuits, and Guenthart, with cake decorations.
Smiley Food Category VP Lori Heiss commented on the success of the licensed programme.
“With the instant appeal of our Smiley icons on packaging and in 3D food applications, our Smiley Food range has made a real impact on retail across many aisles of the store,” Heiss said. “Our sweets and treats range has done particularly well, with the help of our world-class partners, creating delicious and eye-catching products that people love.”
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