Heysham confectionery firm partners with international brand to create a 'world's first' vegan gummy bar

The partnership will be the first confectionery licensing agreement globally recognised brand, Pusheen™, has made since its inception in 2010.

As the first European manufacturer of gelatine-free marshmallows, Freedom Confectionery, along with its partnership with Pusheen™, is hoping to build on its allergy-free credentials offering vegan, vegetarian, plant-based and non-allergy customers worldwide a deliciously juicy sweet treat, that is completely gelatine-free.

The 54g strawberry flavoured vegan gummy bar, named, Vegumi, will be coated in dairy-free chocolate and wrapped in a designed film featuring Pusheen™ The Cat.

The company, based in Penrod Way, said the partnership provides a fantastic opportunity to reach a whole new audience and further cement its position within the allergy-free, vegan, vegetarian, and plant-based market.

Elvin Willgrass, sales director at Freedom Confectionery said: “After being in the business for five years, this is by far the most exciting launch Freedom Confectionery has been a part of. 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.”

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

Cate D’Allessandro, Director of Licensing at Pusheen Corp said: “Our team is excited to partner with Freedom Confectionery to bring our fans a delicious new sweet treat to enjoy!”

The new Vegumi bar will be available to purchase initially from the Freedom Confectionery online shop https://freedommallows.com/our-shop/ from £1.99 per bar.

Freedom Confectionery also have plans to roll the new product offering out to retailers through its national distributors, Bravura Foods.

Approved by The Vegan Society, the Freedom Confectionery Pusheen™ Vegumi bar is gelatine, gluten, egg, dairy, and soy free with no artificial colours or flavourings.

For more information on Freedom Confectionery or to purchase the new Vegumi bar visit https://freedommallows.com/