Freedom Confectionery partners with Pusheen for world’s first chocolate-coated vegan gummy bar

Freedom Confectionery partners with Pusheen for world's first chocolate-coated vegan gummy bar

 UK based, allergen-free, vegan mallow specialist, Freedom Confectionery, is set to launch the first chocolate coated vegan gummy bar to the confectionery market as part of a brand licensing partnership with Pusheen™ The Cat.

The partnership will be the first confectionery licensing agreement globally recognised brand, Pusheen, has made since its inception in 2010.

As the first European manufacturer of gelatine-free marshmallows, Freedom Confectionery, along with its partnership with Pusheen, is hoping to build on its allergy-free credentials offering vegan, vegetarian, plant-based and non-allergy customers worldwide a deliciously juicy sweet treat, that is completely gelatine-free.

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 much-loved Pusheen The Cat.

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

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.

“Not only does Vegumi taste amazing, but it’s also approved by The Vegan Society and is free from the top allergens. As a business, we believe in 100% allergy-free, no product leaves our factory without being thoroughly tested and packaged accordingly and we’re delighted that Pusheen want to be part of our business journey.”

Cate D’Allessandro, director of Licensing at Pusheen Corp said: “Our team is excited to partner with Freedom Confectionery to bring our fans a delicious new sweet treat to enjoy!”

Freedom Confectionery also has plans to roll the new product offering out to retailers through its national distributors, Bravura Foods. The vegan and vegetarian food distributor has worked with Freedom Confectionery for over 10 years and is equally excited about the brand partnership opportunity.

Lisa Gawthorne, director, Bravura Foods said: “We are so excited about this, as nobody has ever done anything like it – the unique pairing of chocolate with a gummy texture works so well. Pusheen is a massive global brand and this is an extremely strong brand partnership that will have a huge appeal and we look forward to building its presence in the marketplace.”

Approved by The Vegan Society, the Freedom Confectionery Pusheen Vegumi bar is gelatine, gluten, egg, dairy, and soy free with no artificial colours or flavourings.

The new Vegumi bar will be available to purchase initially from the Freedom Confectionery online shop freedommallows.com/our-shop from £1.99 per bar.

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