In a move that blends candy with culture, Perfetti Van Melle has appointed Black White Orange Brands as the official licensing partner for Chupa Chups in India. The partnership signals a bold push to take the iconic confectionery brand beyond sweets and into the world of lifestyle and consumer products.
Under this mandate, Black White Orange will lead the development and management of Chupa Chups’ licensing program across categories like apparel, accessories, home décor, personal care, and back-to-school products. The goal is simple yet ambitious-turn a beloved candy into a full-fledged lifestyle brand for Indian consumers.
Few brands carry the cultural punch of Chupa Chups. With its instantly recognisable logo designed by Salvador Dalí in the 1960s, the brand has long stood at the intersection of pop art and indulgence. Now, the idea is to channel that same playful energy into products that resonate with a new generation.
India’s fast-evolving retail landscape and growing appetite for brand-led merchandise make it fertile ground for such expansion. By collaborating with manufacturers, retailers, and creative partners, the licensing program aims to deliver products that feel vibrant, expressive, and culturally relevant.
For Perfetti Van Melle, this isn’t just an extension-it’s a reinvention. And for Indian consumers, it could soon mean seeing Chupa Chups not just in candy aisles, but across wardrobes, desks, and everyday life.
