The range will leverage the popular candy flavors of the lollipops, as well as the colorful design associated with the brand, designed by Salvador Dalí in the late 1960s.
The Vandemoortele donuts will feature a crunchy Chupa Chups topping, and will be rolled out in France, Belgium and the Netherlands, across all major distribution channels, in March.
The donuts will also be available online, while more country launches will follow later this year.
Symbiotic partnership
“We are very pleased to partner with Vandemoortele as we share the same values of product excellence and dynamic approach to the market,” said Marta Ballesteros, licensing area manager at Perfetti van Melle.
Eddy Van Blanken, Group marketing director at Vandemoortele, added: “Chupa Chups provide a great opportunity to innovate in the donut market.”
Chupa Chups – launched in Spain in 1958 – are purportedly the most consumed lollipop in the world today, accounting for one out of every four lollipops sold, according to Perfetti Van Melle.
Every year, billions are produced and consumed by people in 150 countries.
Brand licensing extensive reach
Perfetti Van Melle has expanded its footprint into new categories through brand licensing, a realm that opens a whole new universe of possibilities, according to Christine Cool, area licensing manager of Perfetti van Melle.
For example, in April, Perfetti Van Melle partnered with Irish convenience food giant Greencore to produce a Chupa Chups cake.
Pairing perfect partners
“As a market leader in the sweet treats category, Vandemoortele is an ideal partner to translate Chupa Chups’ distinct visual identity and flavours into the donut category,” said Lisa Reiner, MD of brand extension agency Beanstalk for Europe and Asia Pacific, which brokered the agreement.
Privately owned Perfetti Van Melle sells itscandies and chewing gum in more than 150 countries worldwide, including brands like Mentos, Airheads, Chupa Chups, Fruittella and Smint, among others.
Ghent-headquartered Vandemoortele – a manufacturer of frozen bakery products, as well as margarines, culinary oils and fats – employs over 5,200 staff at its production and sales facilities across Europe.
The company posted a €1.35bn ($1.66bn) turnover in 2015.