Perfetti Van Melle has appointed Black White Orange as the official licensing partner for its iconic brand Chupa Chups in India.

The partnership aims to unlock new growth avenues by extending Chupa Chups into lifestyle, merchandise, and consumer product categories, leveraging its strong brand recall and youthful appeal.

Expanding Beyond Confectionery

Chupa Chups, known globally for its vibrant identity and pop-culture relevance, is looking to evolve into a multi-category lifestyle brand in India. Through this licensing mandate, the brand will explore opportunities across:

• Fashion and accessories
• Toys and kids’ products
• Back-to-school merchandise
• Lifestyle collaborations

This move reflects a growing trend where FMCG brands are expanding into brand-led ecosystems beyond their core products.

The Role of Black White Orange

As the appointed licensing partner, Black White Orange will be responsible for:

• Identifying and onboarding strategic licensing partners
• Developing category-specific brand extensions
• Ensuring brand consistency across licensed products

The agency brings expertise in building consumer-centric licensing programs, making it well-positioned to scale Chupa Chups’ presence across diverse segments.

Tapping Into India’s Licensing Opportunity

India’s licensing market has been witnessing steady growth, driven by:

• Rising demand for branded merchandise
• Increasing influence of youth culture and pop aesthetics
• Expansion of retail and e-commerce ecosystems

For Chupa Chups, this presents an opportunity to connect with consumers in new ways—transforming from a product into a cultural and lifestyle symbol.

Strengthening Brand Relevance

By entering new categories, Chupa Chups aims to stay relevant among younger audiences who engage with brands across multiple touchpoints. Licensing enables the brand to:

• Increase visibility beyond retail shelves
• Build emotional connections with consumers
• Drive brand recall through everyday usage

The strategy aligns with a broader shift where brands are focusing on experience and identity, not just consumption.

The Bottom Line

With Black White Orange leading its licensing efforts, Chupa Chups is set to expand its presence in India through creative collaborations and product extensions.

For Perfetti Van Melle, the move signals a forward-looking approach one that transforms a beloved confectionery brand into a holistic lifestyle experience.