Chupa Chups marketing director Mark Stangroom has been made chief marketer at the lollipop-maker’s new UK joint venture with Fruitella-owned Perfetti van Melle. The deal was announced last month.
Stangroom, who has been with the lollipop and mint manufacturer for ten years, has already taken on responsibility for the Fruitella and Mentos brands. He says he is examining the joint venture’s enlarged portfolio and is considering brand plans. It is not clear whether the joint venture will now seek a UK advertising agency, as both parent companies have been using European agencies. It is understood that Fruitella Light, a sugar-free version of the fruit chew, will be the next product launched. Chupa Chups, which owns the Smint brand, has been focusing on developing sugar-free products over the past year. It launched the low-calorie Cremosa lolly, which contains a sugar substitute that the company says protects teeth, last year (MW January 15, 2004). It is currently launching Cuore di Frutta, a low-sugar product with added vitamin C (MW November 18, 2004).
Chupa Chups managing director Graham Dyer will head the joint venture. The deal follows the collapse of Food Brokers, which handled UK sales, marketing and distribution for a number of brands, including Perfetti’s. It went into administration last month.