Australia’s oldest dairy co-operative, Norco, and food manufacturer, SPC, are partnering with Minecraft – expanding the franchise’s supermarket presence with an 18-month deal and ice-cream category extension.
The deals were brokered by FMCG specialist agency, Asembl, on behalf of Merchantwise, the brand licensing agency for Minecraft in Australia and New Zealand, following Minecraft’s launch into local supermarkets last year with a range of Norco flavoured milks.
SPC is bringing the world of Minecraft to its fruit snacks, baked beans, and spaghetti ranges through an exclusive category partnership. From today, supermarket aisles at Coles, independent grocers, and Woolworths will feature new Minecraft-inspired fruit snacks.
These include Diced Peaches in Golden Apple Flavoured Juice, combining Australian-grown fruit with a Minecraft twist; a unique Creeper Lime Flavoured Jelly with Diced Pears, a category first; and a Watermelon Flavoured Jelly with Diced Pears, exclusive to Coles. All three innovations draw inspiration from in-game food sources, cubes and characters.
As part of its 18-month partnership with Minecraft, SPC has also reimagined its top core products in baked beans, spaghetti, and fruit snacks across all supermarkets, with Minecraft-inspired packaging.
SPC Global managing director, Robert Iervasi, said bringing a global phenomenon like Minecraft to Australian supermarket shelves is incredibly exciting for SPC.
“We're confident this partnership, featuring our Australian-made products, will energise the Beans, Fruit and Spaghetti categories and delight both consumers and retailers,” said Iervasi.
“We're innovating in this space and thrilled about the possibilities for our Australian-made products.”
Minecraft will also launch into the ice-cream category at Woolworths and independent supermarkets with tub flavours from Norco this month. Both Bubblegum Burst and Candy Apple Explosion will be on the freezer shelves of both Woolworths and independent supermarkets and a third flavour, Time To Mine, will be available exclusively in independent supermarkets.
Norco general manager of commercial and strategy, Ben Menzies, said an extension into ice cream was a natural fit for the company.
“Research shows that 35 per cent of Aussie consumers want to explore new and exciting ice cream experiences, and what better world to tap into than Minecraft?,” said Menzies.
“We hope that Minecraft fans enjoy the world of flavours and textures we have created, every delicious bite is a sensory explosion of chewy, crunchy, crackling delights.”
The new ranges from SPC and Norco include:
- SPC x Minecraft Peaches in Golden Apple Flavoured Juice 4x120g $4.70, available at all major retailers from end March
- SPC x Minecraft Lime Flavoured Jelly with Diced Pears 4x120g $4.70, available at all major retailers from end March
- SPC x Minecraft Watermelon Flavoured Jelly with Diced Pears 4x120g $4.70, available exclusively at Coles
- Norco Minecraft Bubble Gum Burst Ice Cream Tub 750mL available at Woolworths & IGA stores nationally. RRP $10.00
- Norco Minecraft Candy Apple Explosion Ice Cream Tub 750mL available at Woolworths & IGA stores nationally. RRP $10.00
- Norco Minecraft Time to Mine Ice Cream Tub 750mL available exclusively at IGA stores nationally. RRP $10.00
Merchantwise gaming director, Patrick Lynam, said the company was thrilled to be growing Minecraft’s presence in Australian supermarkets.
“This 18-month partnership with SPC will see Minecraft land on supermarket shelves across beans, fruit and spaghetti categories and will undoubtedly provide fans with an exciting and unique new way to experience their favourite brand,” said Lynam.
“Following the success of last year’s launch of Norco Minecraft flavoured milk, we are proud to be extending the Minecraft brand into the freezer section with three delicious Norco ice-cream flavours that are bursting with both flavour and texture.”
