Minions - the breakout stars of the Despicable Me movies - are coming to the confectionery aisle next month.
Haribo is rolling out 180g price-marked bags in three pack designs. They contain jelly and foam pieces shaped like the characters, who will star in their own movie next year. The launch follows Haribo securing a licensing agreement with producer Illumination Entertainment and distributor Universal Pictures.
“Despicable Me has mass-market appeal,” said Haribo marketing manager Hayley Johnson. Haribo, which has seen sales grow 5.6% to £154.3m [IRI 52 w/e 24 May 2014], is supporting the launch with PoS and digital activity.