The Minecraft franchise is expanding its footprint on supermarket shelves, teaming up with snack brand, Nibblish, to launch Minecraft Pure Fruit Swirls in flavours Mango, Raspberry, and Strawberry.
Gluten free and dairy free, the Nibblish Minecraft Pure Fruit Swirls are made with 100 per cent real fruit, and contain no added sugar, and no artificial colours or preservatives. Each Nibblish Minecraft Pure Fruit Swirl comes in a pillow pack pouch format with two swirls and a Minecraft themed fact card.
Nibblish CEO, Matthew Bennett, said it was a great moment for the company to partner with the team at Minecraft.
“We both love building and we’re excited for Minecraft to support our Pure Fruit Swirl creations and to introduce them to more lunchboxes across Australia and New Zealand,” said Bennett.
“Nibblish creates products that nourish you and we aim to make it easy for kids to make healthier choices that fuel their day.”
The deal was brokered by FMCG specialist agency, Asembl, on behalf of Merchantwise, the brand licensing agency for Minecraft in Australia and New Zealand. The company has previously organised partnerships with Norco and SPC to grow Minecraft’s grocery licensing footprint.
Merchantwise gaming licensing director, Patrick Lynam, said strategic, targeted partnerships continue to strengthen Minecraft’s footprint in grocery across Australia and New Zealand.
“This latest licensing deal with Nibblish brings 100 per cent real fruit swirls, made with no added sugar, into leading supermarkets in both countries and is a great example of how we’re connecting the Minecraft brand with healthy, lunchbox-friendly snacks,” said Lynam.
The Nibblish Minecraft Pure Fruit Swirls in Mango, Raspberry and Strawberry will start to roll out in Australia in Woolworths this month for $6.00.
