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Brand mash-up sees the launch of Haribo Minions

Gum and jelly brand Haribo has teamed up with Universal pictures and Illumination Entertainment to give fans of Despicable Me and Minions something to chew over, Haribo Minions.

The themed treats have been unveiled as part of a two year merchandise license for the UK & Ireland which includes the promotional rights for the film characters in the jellies, soft and chewy and liquorice market.

Launching this summer in a range of three collectible packs the sweets will incorporate a mix of five Minion shaped jelly and foam fruit flavoured pieces, supported by a digital campaign and above the line media support.

Haribo’s marketing manager, Katy Clark said: “The launch of Haribo Minions marks the start of our largest licensing agreement to date. Minions have an extensive fan base with mass market appeal; this makes it a very exciting partnership for the Haribo brand.”

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