Haribo Minions has been updated in line with Universal Pictures and Illumination Entertainment’s upcoming film Minions, which will be released at cinemas 26th June.

As part of the ongoing license agreement with Universal Pictures and Illumination Entertainment, a new range of Haribo Minions that includes new formats and a line extension has been launched.

Haribo Minions will also be featured in three new collectible bags, with designs that showcase characters from Minions – Kevin, Stuart and Bob. Each pack contains the updated mixture of Minion-shaped jelly and foam pieces in strawberry, apple, raspberry, cherry and blueberry flavours.

To drive further engagement, Haribo will also host an on-pack competition to win Minions merchandise. Launching Tuesday 5th May and running to Monday 31st August, the on-pack promotion will feature on more than 500,000 bags, with hundreds of prizes including magnets, activity sets, Minion toys and umbrellas.

Haribo Minions and Tangy Minions are available in a variety of pack formats including £1 price-marked 180g bags. New 80g, 50p price-marked bags of Haribo Minions will also be available.

Alison Ball, Haribo brand manager, license and events, commented: “Haribo Minions was a top product launch during 2014, proving very popular with consumers it has generated more than £5m in sales since its summer launch.

“With the hype and interest behind the upcoming film Minions and a growing range of treats now available, there is no doubt that Haribo Minions and Tangy Minions will create a great deal of excitement among consumers and retailers alike.”

An integrated multi-channel campaign will support the launch including TV, cinema, digital, social activation and publicity.

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