UK wholesaler Epicurium has announced the onboarding of two new products, tapping into the industry trend of innovative brand collaboration.
The wholesaler has confirmed it will add two branded collaborations to its portfolio in the form of ActiPH x Deadpool’s Ionised Water and Love Corn x Minions’ Crunchy Corn. Set to launch throughout the summer months, the products see the unification of health-conscious consumers with known entertainment brands to offer new, creative options for retailers across the country.
On the back of social media trends and consumer industry data, Epicurium has identified an increase in brands partnering with food and beverage companies in a bid to differentiate their range and offer exciting new products which resonate and align with consumer’s lifestyles and values.
The growing number of new partnerships across the industry appeals to the demands of the Gen Z shopper, tapping into different audience segments and allowing brands to expand into new territories.
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