By Allison Watkinson
TLL Reporter
Asembl has been appointed as the licensing representative for McCormick’s Aeroplane Jelly brand across Australia and New Zealand.
Asembl is a research-driven brand extension agency that specializes in developing partnerships for licensed design, FMCG and lifestyle products. The agency is part of the Merchantwise Group and is headquartered in Melbourne, Australia.
“We are thrilled to be representing the licensing brand extension partnerships on behalf of McCormick’s Aeroplane Jelly,” said Asembl director, Justin Watson. “For close to 100 years Aeroplane Jelly has been Australia’s favorite jelly and the nostalgia associated with the brand makes it perfect for brand partnerships like the one with Bickford’s we have brokered for Aeroplane Jelly flavored milk. It might not wobble but Aeroplane Jelly milk is truly jelly-licious.”
The first licensing partnership secured for the Aeroplane Jelly brand is with the Australian beverage brand, Bickford’s Group.
“We are thrilled to be extending the brand heritage and iconic, much-loved flavors of Aeroplane Jelly into flavored milk with the support of a trusted Australian, family-owned business like Bickford’s,” said McCormick Australia director, Megan Brabant.
The brand extension agreement with Bickford’s includes a co-branded collection of Aeroplane Jelly-flavored milk products. The new Aeroplane Jelly milk product line features raspberry jelly, lemon jelly, and mango jelly flavors.
“Bickford’s is proud to be working with such an established Australian icon, Aeroplane Jelly,” said Bickford’s Patricia John. “We are excited to be pushing the boundaries of what is possible in flavoured milk by recreating the classic Aeroplane Jelly flavours into a delicious tasting flavored milk. Shoppers will be taken back to the first time they tasted Aeroplane Jelly, though this time it won’t jiggle!”
The Aeroplane Raspberry Jelly, Aeroplane Mango Jelly and Aeroplane Lemon Jelly flavored milk range launched exclusively in Woolworths department stores across Australia on April 24, 2023.
The owner of the Aeroplane Jelly brand, McCormick & Company is a global manufacturer, marketer, and distributer of food products such as spices, seasoning mixes, condiments and more.
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