Minecraft continues to grow its grocery licensing footprint in Australia and New Zealand partnering with premium fruit snacking business Nibblish.
Nibblish’s Mango, Raspberry, and Strawberry Pure Fruit Swirls packs will begin featuring Minecraft imagery this month in Woolworths. Pack will also contain Minecraft themed fact cards, with 40 cards to collect.
There will also be 10 INSTANT ‘golden ticket’ cards in Australia, offering a chance to win prizes including an Xbox Series S Console and 3.500 Minecoins.
“It’s a great moment for us to partner with the team at Minecraft,” said Nibblish CEO Matthew Bennett.
“We both love building and we’re excited for Minecraft to support our Pure Fruit Swirl creations and to introduce them to more lunchboxes across Australia and New Zealand. Nibblish creates products that nourish you and we aim to make it easy for kids to make healthier choices that fuel their day”.
Gluten free and dairy free, the Nibblish Minecraft Pure Fruit Swirls are made with 100% real fruit, contain no added sugar, no artificial colours or preservatives and are vegan friendly.
The Nibblish Minecraft Pure Fruit Swirls (Mango, Raspberry and Strawberry) will start to roll out in Australia in Woolworths this month for $6.
Supported by a fully integrated campaign across digital media, VOD and shopper marketing, the launch of Nibblish Minecraft Pure Fruit Swirls will also include influencer activity.
The partnership between Minecraft and Nibblish was brokered by FMCG specialist agency Asembl on behalf of Merchantwise, the brand licensing agency for Minecraft in Australia and New Zealand.
Minecraft first launched into the Australian food and beverage category in November last year with four Norco Minecraft flavoured milks. It’s since rolled out to the frozen chicken category (with Steggles), fruit snacks, baked beans, and spaghetti (with SPC) and ice cream (with Norco).
