BIP prides itself on bringing together the world of kids’ favourite characters with their favourite treats. ESM caught up with Arjen van der Veen, the company's trade marketing manager.
Headquartered in the Netherlands and boasting sales and logistics offices in the UK, Germany, France, Spain, Poland, the Czech Republic and Hong Kong, BIP has carved a reputation as one of the biggest licensing firms for children’s products in the world.
BIP licenses some of the most well-known children’s characters, such as Disney’s Frozen, Paw Patrol and My Little Pony, as well as superhero all-stars like DC Comics’ Justice League and Marvel’s Avengers, and brings them to life through candy, fruit snacks, chocolates and toys.
Since its foundation in 1987, the company has continuously stayed on top of new trends, like its recent licensing of PJ Masks or delivering new Hatchimals products. With an increased spotlight on healthy ingredients and portion control, the company has reinvented itself by focusing even more on high-quality, natural and fruity ingredients.
ESM spoke to Arjen van der Veen, BIP trade marketing manager, to find out more.
ESM: BIP is one of the most prominent licensors in the confectionery and snacking sector. How important is product licensing in terms of driving product sales?
Arjen van der Veen: Licensing is very important in terms of driving product sales. It’s the major reason for our existence and gives an extra dimension to our products. Both kids and parents love the characters we use on our products.
In what ways does BIP work closely with retailers to ensure that their needs are met?
BIP works really closely together with major retailers in Europe and makes sure we meet the high standards they request. We offer them ready-to-go solutions, developed for every potential section in the supermarket. We have various FSDU solutions for in-out promotions, various products solutions for fixed listings, and different options for checkouts.
In addition, based on their demands, we can offer them various solutions within our assortment: chocolate, candy, and healthy snacking products for every possible fixture in the supermarket.
Healthy eating and portion control are high on the agenda when it comes to snacking. In what ways is BIP seeking to address this?
Healthy living is a key pillar in the BIP strategy. Last year, BIP introduced very successful Fun & Fruity products – 100% natural fruit snacks, made from real fruit and no added sugar.
BIP has a unique and exclusive cooperation with Disney and a Europe-wide contract for Disney-licensed healthy snacking products, which we successfully launched all around Europe under the new Disney Kitchen umbrella.
We always make sure that all BIP products are portion-sized and fun, surprising and/or collectable. In this way, we can offer a unique combination within our chocolate, candy and healthy snacking assortments.
What advice would you give to retailers looking to develop a private-label licensed product?
Visit the BIP stand at this year’s PLMA World of Private Label! We will be showcasing our Disney Kitchen Fun & Fruity products, as, with this line, we can offer a unique combination to every major retailer in Europe – 100% natural fruit snacks, made from real fruit, in combination with the most famous Disney characters of the moment.
Aside from that, we can develop whatever they want within our wide range of products and within the wide range of licenses we have available. The possibilities are endless!
Visit BIP at Hall 14, Stand F-413, at PLMA World of Private Label 2018, Amsterdam.
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