Pusheen the Cat Graces the Packaging of New Vegan Chocolate-Covered Gummy Bars

Yvonne O'Halloran

Pusheen the Cat, a social media icon in the form of a cartoon cat, has teamed up with UK-based candy company. Freedom Confectionery. The cartoon appears on the packaging for the company’s newest product: Vegumi, a chocolate-covered strawberry gummy bar. The gummy candy is gelatin-free, making it vegan.

This partnership is notably a first since Pusheen’s creation. The character was created in 2010 by Claire Belton and Andrew Duff for their online comic strip Everyday Cute. Since then, it became a global phenomenon, even becoming a popular sticker on a variety of social media platforms. However, this is the first time Pusheen has been signed to a confectionery licensing agreement.

Freedom Confectionery’s Sales Director Elvin Willgrass expressed excitement over the partnership. “After being in the business for five years, this is by far the most exciting launch Freedom Confectionery has been a part of,” he said. “To have a brand licensing partnership with Pusheen is an amazing opportunity, and I can’t wait to hear what our customers think of it.

Vegumi has a lot to offer vegans and non-vegans alike. “Not only does Vegumi taste amazing, but it’s also approved by The Vegan Society and is free from the top allergens,” said Willgrass. “As a business, we believe in 100-percent allergy-free, no product leaves our factory without being thoroughly tested and packaged accordingly and we’re delighted that Pusheen wants to be part of our business journey.”

Currently, the Vegumi bars are only available via Freedom Confectionery’s website and can be purchased for £1.99 per bar. However, the brand plans to partner with Bravura Foods to bring the candy bar to additional retailers.

Article written by Tessa Altman- United States


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