By Allison Watkinson
TLL Reporter
Perfetti Van Melle and Fire Brands have teamed up to develop and distribute a line of licensed soda based on Airheads candy.
The new Airheads beverage collection includes four varieties inspired by the bright colors and fruity taffy flavors of the confectionary brand.
The flavors featured in the collection are strawberry, blue raspberry, orange and watermelon.
Distribution of the licensed soda officially kicked off this October at major retailers across the US.
The collection is expected to reach the Canadian beverage market in 2026.
Since its initial retail debut in October, the Airheads Soda has been featured in thousands of posts from fans across social media platforms.
“This launch combines the playful spirit of Airheads with the refreshment consumers crave, creating a unique experience that’s as fun as it is flavorful,” said Perfetti Van Melle licensing manager, Carla Fernández-Moreno. “We’re not at all surprised how well Airheads fans have embraced this collaboration!”
The partnership was facilitated by the Seltzer Licensing Group as Perfetti Van Melle’s official representative for the Airheads brand in the US.
Perfetti Van Melle is a privately-owned confectionery company that produces and distributes candies and gum in more than 150 countries worldwide.
Through its portfolio of candy brands, the company has developed several licensing programs in key markets across the globe.
This includes it’s ongoing expansion of the Airheads licensing program in product categories like food, beverage, lifestyle, apparel, cosmetics, stationery and digital games.
“We’re excited to work with the dedicated Seltzer and Perfetti Van Melle licensing teams on this incredible brand,” said Fire Brands marketing director, Raz Inserra. “We have developed these refreshing fruit sodas with a unique kick of creamy taffy that is as fun and flavor-filled as Airheads.”
Fire Brands is a company that develops, distributes and markets beverages in partnership with licensed brands from the food and confectionary industries.
Image Credit: Fire Brands/Perfetti Van Melle.
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