Peppa Pig licensing deals pick up pace

Symington’s is to launch Peppa Pig porridge pots

Peppa Pig is extending her supermarket presence with a host of licensing deals and extensions.The cartoon character, who has starred in over 200 five-minute TV episodes, has already appeared on products including cake mixes, pasta shapes and iced lollies.

From September, she will make her debut on branded juice cartons in a range produced by supplier Appy Food & Drinks, which launched drinks featuring Nickelodeon characters earlier this year.

Symington’s, which produces Peppa Pig cake mixes, is extending its licensed range later this year with porridge pots and bread sticks.

And existing products are gaining new listings, with lollies from Icefresh going into Morrisons and The Co-op, and gingerbread biscuits launched by Cheshire baker Frank Roberts as a Waitrose exclusive last year rolling out to Morrisons and Asda.