Smiley has partnered with licensee Trendy Foods and Carrefour to create a unique Smiley Foods experience in Belgium.
This exciting new concept, which launched as an exclusive popup, has already been a massive hit with customers, pulling together the best and brightest of Smiley’s licensees from the snack world in a unique candy station.
Licensee Trendy Foods, who are pioneering the concept, have included in the store a range of unique pick and mix sweets that all feature Smiley’s patented 3D shape. These include gummies, embossed jelly candies, gumballs and printed edible sugar paper.
The store also features a range of non-Smiley shaped / printed candies including licorice and boiled sweets. Trendy Foods have even created a DIY Smiley Candy Cake, where you get a Styrofoam base and plastic sticks to personalise your own Smiley cake.
As well as a range of Smiley sweets from Trendy Foods and Lutti, there are chocolates from Zaini, biscuits from L’Abbaye and Hellema, as well as a collection of tasty Smiley crisps from Intersnack. Fridges are also stocked with Smiley’s very own still natural fruit juice, Smiley Fruity, from licensee L’Abeille.
The tasty Smiley pop ups will run with Carrefour into 2019.
Commenting on the partnership, Smiley Food Category VP Lori Heiss said, “I’m really excited by the launch of this exciting project, as we continue to utilise our insight driven packaging concept ‘Smiley Foods’ and leverage the global craze for Smiley icons.
"These ingredients have set Smiley Foods up as the premier multi category food brand for the happy generation and seeing activations like this at Carrefour only serve to reinforce our standout success in food licensing.”
There will be a strong turnout of Smiley licensees at ISM, the world's largest trade fair for the sweets and snacks industry, this weekend and those exhibiting include; Trendy-Foods (Candypack), Witor's, Luigi Zaini, L'abbaye, Gunthart, Hellema and Lutti.
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