World first for food producer with iconic cartoon character deal

A Lancashire confectionery brand is set to launch the first chocolate-coated vegan gummy bar to the market as part of an exciting brand licensing partnership with world famous cartoon character, Pusheen The Cat.

Heysham-based allergen-free, vegan mallow specialist, Freedom Confectionery, said the partnership will be the first confectionery licensing agreement that globally recognised brand Pusheen has made since its inception in 2010.

As the first European manufacturer of gelatine-free marshmallows, Freedom, along 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 Freedom 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.

Elvin Willgrass, Freedom Confectionery sales director, 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.”

The new Vegumi bar will be available to purchase initially from the Freedom Confectionery online shop. There are also plans to roll the new product offering out to retailers through its national distributors, Bravura Foods.

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.