Ferrero-owned Kinder secures licensing deal with Despicable Me 3

By Douglas Yu

- Last updated on GMT

Nielsen data shows Kinder is the fastest growing kids' confectionery brand in the UK.  Photo: Ferrero
Nielsen data shows Kinder is the fastest growing kids' confectionery brand in the UK. Photo: Ferrero

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Kinder is rolling out Despicable Me-themed Surprise Eggs in the UK under a partnership with Universal Pictures.

The  product launch coincides with the release of the third Despicable Me movie, which comes to theaters in the UK in June 2017.

Ferrero said the limited edition Kinder Eggs, which feature three movie characters including Gru, Mini Minion and Agnus on its packaging, will be available in the UK market from mid-May to August this year, supported by in-store activation.

Licensing deal with Universal Pictures

“Kinder Surprise continues to deliver incremental sales for retailers and we’re confident that this new partnership will be popular with parents looking to purchase a relevant treat for their children,”​ customer development director at Ferrero UK, Levi Boorer, said.

“The Despicable Me franchise and box office sales have totaled £4.8bn ($6.2bn) since its launch, and with over 20 million fans on Facebook, we’re confident the new film will be another hit.”

Several major US- and UK-based confectionery companies have previously established partnerships with Universal Pictures.

Mondelēz launched Minions-themed varieties of Stride mints​ in China earlier this year; Just Born’s​ Mike and Ike, and Hot Tamales featured Warcraft movie in 2015; and Bon Bon Buddies​ secured license of The Secret Life of Pets as it hit record sales about a year ago.

Fast growing kids confectionery brand

Kinder is the fastest growing kids confectionery brand in the UK, and it is now worth around £127.4m ($164.9m), according to the latest Nielsen data ending on April 22, 2017.

Kinder Surprise Eggs posted over 7% year-on-year growth in a “flat”​ kids' confectionery category and is now worth £65m ($84.12), Nielsen said.

Kinder currently ranks seventh in the UK’s chocolate confectionery category for market share by value sales, Euromonitor data shows. 

Related topics Manufacturers Chocolate Candy Ferrero

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