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Angry Birds chocolates coming to the US after Yowie tie-up

By Oliver Nieburg+

25-Nov-2015
Last updated on 27-Nov-2015 at 10:41 GMT2015-11-27T10:41:22Z

Yowie Group secures rights to produce Angry Birds chocolates
Yowie Group secures rights to produce Angry Birds chocolates

Australia-based Yowie Group has signed a licensing deal with Rovio Entertainment to bring Angry Birds branded chocolate to the US.

Yowie – which introduced its namesake toy-filled character confections to the US two years ago – has secured rights to manufacture and distribute Angry Birds chocolates, featuring a collectible items, in the US.

The launch will coincide with an Angry Birds movie from Sony Pictures set for US release in May 2016.

Similar size and shape to Yowie brand

“The Angry Birds chocolate candy will be similar in size and shape to the Yowie product line, but with distinctive Angry Bird character foils and collectables,” said the Yowie Group in a release.

The company said it will produce Angry Birds chocolate on the same production line as its Yowie brand. The Yowie brand is produced by Florida-based contract manufacturer. Earlier this year it secured distribution across Walmart’s US store network.

Complementary brands

Wayne Loxton, executive chairman of Yowie Group told ConfectioneryNews: “Angry Birds will be manufactured under Yow Brands Ltd the Licensing arm of the Yowie confectionery business. Yowie and Angry Birds each bring a very different offer to the market – Yowie with its ‘Save the Natural World’ positioning, replica animal collectables and free Yowie World App and Angry Birds with its movie themed character collectables and Apps.

“Importantly both will grow the novelty candy category and provide much needed innovation for the candy category overall,” he said.

Loxton added the Yowie brand had already gained strong recognition in the US market and was the number six non-seasonal single-serve confectionery item in convenience stores for the 13 weeks ending 5 September 2015, according to Nielsen data.

Angry Birds confectionery

Angry Birds is a mobile gaming app developed by Finish tech firm Rovio in 2009. The video-game app has been downloaded over three billion times across all platforms, according to the developers.

Rovio signed a licensing deal with fellow Finish firm Fazer in 2012 to produce Angry Birds branded sugar confectionery. Fazer said at the time it would sell Angry Birds candy in Scandinavia and Asia.

Yowie’s licensing rights for US Angry Birds chocolates will run for three years up to September 2018.

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