Asembl Signs First Ever Extension On Licensed Partnership, With Weis Ice-Cream Switching To Muesli Bar Aisle

Asembl Signs First Ever Extension On Licensed Partnership, With Weis Ice-Cream Switching To Muesli Bar Aisle
B&T Magazine
Edited by B&T Magazine

Unilever Australia’s brand extension agency, Asembl has lined up the first ever licensed brand extension partnership for much-loved Weis brand – taking the fruity flavoured ice-cream icon out of the freezer for the first time in 65 years and into the muesli bar aisle with Bounce Foods.

Weis’ exciting and delicious partnership with one of Australia’s leading healthy snacking brands, Bounce Foods, rings in a new approach to snacking with four fruit and cream flavour-filled tasty nut butter balls launching from today in Woolworths stores across Australia.

With flavours including Mango Cream, Raspberry Coconut Cream, Fruito Cream and Passionfruit Cream, this first time partnership between the two brands is sure to be the taste on everyone’s lips all year long.

Filled with the iconic Weis fruit and cream combination Australians love, the innovative and smooth Bounce snacking balls are Australian made from 100% natural ingredients, real fruit, and nut butters. Each ball contains 10g or less natural sugar (from real fruit), zero refined sugar, are gluten free and contain 123 calories or less.

“This is a momentous day for the Weis brand, getting out of the aisle for the first time with no better match than Bounce. This is an exciting opportunity for both brands to extend the iconic Weis flavours outside of the freezer and into the exciting muesli bar aisle with four fruity and very tasty snacking balls. Both brands are synonymous with flavourful healthy snacking, so we are certain both Weis and Bounce fans are going to love this innovative and unique snack offering,” said Unilever Australia marketing manager, Annie Lucchitti.

Stephen Hamilton, Bounce Australia’s CEO says, “Unique to the category, and first to market, our collaboration with Weis merges two category champion brands into a new product for the Woolworths muesli bar category and the impulse food category. At Bounce, we are always pushing the boundaries when it comes to healthy snacking offering our consumers a fresh and modern approach to ‘better for you’ nutritional snacking.”

Lisa Sharp, Bounce Australia’s brand and marketing director says, “We blended the best of both brands into a dynamic, fresh and visually appealing packaging design. This design approach will bring a burst of life into the muesli bar category, and we thank Woolworths and other launch partners for their innovative thinking and desire to give customers best in class products.”

“We are thrilled to have made this partnership happen on behalf of Weis. It is the first time Weis has been outside of the freezer and what better place for these iconic flavours to land than in the muesli bar aisle as part of a partnership with Bounce – they will definitely be the taste on everyone’s lips,” said Asembl Managing Director, Justin Watson.

The new Bounce x Weis range is now available in the muesli bar aisle at Woolworths for $6 for a 4-pack, or in bulk at

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