There’s nothing quite like a brand collaboration to drive impulse sales of an already exciting category.
Back in June, Convenience World explored the world of licensing and brand collaborations in the ice cream market. Like ice cream, the confectionery category is being driven by trends of permissible indulgence, nostalgia and desire for ‘newness’. It’s not surprising then, that the confectionery market is also benefiting from brand collaborations.
Justin Watson is the Managing Director of Asembl, a specialist brand extension licensing agency focused on design, lifestyle and FMCG brands. He says Asembl has developed many great licensed partnerships for clients in the confectionery category.
Tipple and treats
“Our client Diageo is incredibly familiar with this space,” Mr Watson says. “Their global Baileys brand developed a partnership with LIR Chocolates in Ireland nearly 20 years ago. Cocoa is one of the key ingredients in the smooth velvety Baileys liquid that makes it pair exceptionally well with chocolate.”
The product range includes a premium seasonal offer for Easter, Mother’s Day and Christmas, plus an everyday indulgent gifting range.
“We’ve also extended the indulgent Baileys credentials to other sweet categories, including frozen desserts and bakery, where chocolate is a key flavour,” Mr Watson says.
Asembl is also proud of a partnership it created between Australian rum brand Bundaberg and Chocolatier Australia.
“Chocolatier Australia has developed a gifting range for Bundaberg Rum which includes a dark chocolate truffle with a Bundaberg Rum filling,” Mr Watson said. “The partnership has been so popular that the Bundaberg Rum distillery continuously sells out of the product.”
Asembl has also worked with Violet Crumble, a key player in the chocolate category across bars and share packs.
“Recently we’ve developed a new seasonal Violet Crumble chocolate range which will launch this Christmas, and a number of new innovations are coming in 2023,” Mr Watson says.
Sweetening up the deals
So, why is the confectionery category ripe for licensing deals?
Mr Watson says the sweet profile and abundance of textures makes confectionery, and chocolate in particular, a perfect match for brands with a core in beverages, desserts, bakery or snacking.
“Excitingly, the category opens new occasions for confectionery and chocolate brands – especially that ‘pause to savour moment’ when you want to have a treat but you want to make the most of it,” he said. “That’s exactly the sweet spot which the premium credentials of brands like Baileys, Pimm’s and Bundaberg Rum capitalise on.”
Read more about confectionery licensing in the November issue of Convenience World.
