Maxwell already supplies own label to the UK

An Australian dried fruit supplier has opened a UK office and launched Peppa Pig snack raisins as it looks to grow its European presence.

Maxwell Foods is currently taking its licensed products - a 12-pack of 14g mini cartons (rsp: £1.69) and single 30g fliptop cartons (rsp: 49p) - to UK trade buyers. It already supplies own-label lines to retailers in countries including Australia, the UK and Germany.

The business, which was established in Australia in 1984, opened an office near Burton upon Trent last month and took on former supermarket dried fruits buyer Glen Duncanson as general manager for Maxwell Foods Europe. His appointment follows the opening of a purpose-built factory in turkey.

“Australia is a relatively small market and, in order to grow, Maxwell needs to be selling in the UK,” said Duncanson. “Peppa Pig will help to open the doors to UK retailers by offering them something that targets the core customer - parents buying for their children.” The range would be welcomed by parents trying to move children’s snacking habits towards healthier fruit-based treats, he added.

The company has produced its first sample run of Peppa Pig snacks and hopes to have them in stores this year.

Peppa Pig, which celebrates its 10th anniversary this year, is one of the most popular licenses in the UK and is found on a wide range of food and drink lines. Recent launches have included a frozen cake from Icefresh Foods and a range of Mother Pig clothing in Asda for Mother’s Day.