Center fruit – Perfetti Van Melle India's (PVMI) largest gum brand has announced the launch of a limited-edition pack inspired by Illumination's Minions, from the world's most successful animated franchise. As part of the association facilitated by Group M, Center fruit has launched a limited-edition Banana Shake variant with Minions-themed packaging. Created in collaboration with Universal Brand Development and their licensing agent, Black White Orange, this product launch is yet another endorsement to Perfetti Van Melle India (PVMI), leading the innovations bandwagon in the confectionery category in the country.

The brand has introduced the new variant in banana shake flavor to delight Minion lovers across the country since banana is a big source of happiness for Minions. The product launch is being supported by a digital campaign that captures the essence of the brand's Mood Ting Tong positioning and drives home the banana fruit flavor that the product offers. With the growing importance of the digital medium, the marketing campaign starts with the digital-first approach with the campaign titled #BoringToBananas. Taking inspiration from some of the most loved childhood games, including puzzles and odd ones out, the brand has taken a refreshing take to engage with its followers across Facebook and Instagram. Through the campaign, the brand will be giving lucky winners a chance to win Minions merchandise.

Speaking about the new product, Rohit Kapoor, director marketing, Perfetti Van Melle India, said, "Center fruit is one of our growth drivers in the country. The key factor contributing to its success is the contemporary offerings and meaningful brand collaborations that have helped us sustain consumer interest. Minions are a global pop-culture phenomenon and a beloved character amongst our target audience. Both Center Fruit and the Minions are symbiotic in their appeal as contributors to mood upliftment, enhancing the 'mischievous, fun' experience that they promise. Our new limited-edition flavor adds another appealing dimension to the familiar taste profile of the product."

Adding further, Mitali Desai, co-founder and chief operating officer at Black White Orange, said, "We are excited to partner with Perfetti Van Melle in India on their flagship gum brand, Center Fruit, to launch the new Minion inspired banana shake flavor. The Minions have been one of our favorites over the years... they are mischievous, curious, connect emotionally, and loved by all age groups. They have been ideal partners for this iconic brand. We are sure that this new limited-edition pack will appeal to all fans, and consumers, alike.

Center Fruit is Perfetti Van Melle's flagship gum brand and was launched in 2005. It is available in multiple fruit flavors and formats. The brand had, in 2019, introduced India's first Tangy gum with the Center Fruit Chatpata Sparkiez, a unique combination of jelly-filled gum with a tangy taste. These new introductions and variants are endeavors by Perfetti Van Melle India (PVMI) to recreate product portfolios in keeping with the company's innovative spirit and engage with consumers in a fun way.