You could benefit from despicably good sweet sales by stocking up on Haribo Minions – the latest addition to the confectioner’s range.

Through a licensing agreement with Universal Pictures and Illumination Entertainment, Haribo has launched three collectable bags containing a mixture of jelly and foam pieces shaped as the loveable animated characters from the Despicable Me franchise.

Haribo Minions come in a variety of pack formats including 180g, £1 price-marked bags. The launch is being backed by a summer marketing campaign, including digital and social activation, PR and PoS to help drive sales for retailers.

“Despicable Me is a much loved brand and has mass market appeal,” said Haribo marketing manager, Hayley Johnson. “With this in mind, we’ve no doubt that Haribo Minions will prove just as popular, becoming a key driver of confectionery sales this summer and beyond.”