Freedom Confectionery strikes deal with Pusheen The Cat to launch world’s first chocolate coated vegan gummy bar

As part of a brand licensing partnership with globally recognised brand, Pusheen, Freedom Confectionery is hoping to build on its allergy-free credentials offering vegan, vegetarian, plant-based and non-allergy customers worldwide a sweet treat, that is completely gelatine-free.

The partnership with the European manufacturer of gelatine-free marshmallows will be the first confectionery licensing agreement globally recognised brand, Pusheen, has made since its inception in 2010.

The 54g strawberry flavoured vegan gummy bar, aptly named, Vegumi, will be coated in dairy-free chocolate and wrapped in a designed film featuring the popular Pusheen The Cat.

For Lancashire based Freedom Confectionery, this partnership provides a fantastic opportunity to reach a whole new audience and further cement its position within the allergy-free, vegan, vegetarian, and plant-based market, a spokesperson said.

Elvin Willgrass, Sales Director at Freedom Confectionery said: “After being in the business for five years, this is by far the most exciting launch Freedom Confectionery has been a part of. To have a brand licensing partnership with Pusheen is an amazing opportunity and I can’t wait to hear what our customers think of it.​”

Willgrass said that “not only does Vegumi taste amazing, but it’s also approved by The Vegan Society and is free from the top allergens​.”

The new Vegumi bar will be available to purchase initially from the Freedom Confectionery online shop​ from £1.99 per bar.