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Mentos and Chupa Chups start Licensing in Brazil

Mentos and Chupa Chups start Licensing in Brazil

It has been announced that Mentos and Chupa Chups have signed an agreement with Destra, a Brazilian brand licensing company, to expand the presence of their brands in the Brazilian market.

Mentos, sold in over 130 countries, enjoys huge international brand awareness and is number #1 globally in the mint category. In addition, it is also the 3rd in candy and chewing gum.

Internationally licensed products under the Mentos brand

Chupa Chups, whose logo was designed by none other than Salvador Dali, has an impressive track record of licensing success cases around the world, such as shopping mall themes, clothing, cosmetics and accessories.

Activation celebrating Chinese New Year in partnership with Chupa Chups & WCT Malls in Asia

Christine Cool, Licensing Area Manager at Perfetti Van Melle, celebrates the agreement with Destra mainly by Brazilian company’s solution to prospect business opportunities in licensing for a global brand.

“We are eager to start working with Destra in Brazil. They are specialists in brand building and have a very dynamic online and offline approach to the Brazilian market, which is critical for our Mentos brand”.

In the agreement there are technological solutions, in addition to prospecting for new business that will ensure full visibility of the entire process of generating royalties, ranging from product approval, management of licensing contracts with licensed companies, control of all royalties generated, automation in the process of managing these royalties and, finally, generation of performance indicators for the best performance of the Licensing Department.

Bruno Koerich, Destra’s CEO, celebrates the agreement.

“I am extremely happy with this partnership between Destra and a global company. We have always been recognized for our service to the sports market, but we are increasingly looking for new categories to serve the licensing market in a broader perspective. The global licensing program for the Mentos and Chupa Chups brands is spectacular and will certainly be a great success in Brazil as well”.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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