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Perfetti Van Melle developed new Spanish-language point of purchase materials for Airheads Xtremes Sweetly Sour Rolls to attract customers in the growing Hispanic youth market. The kit contains samples of the red, sugar-coated chewy candy as well as signage which will debut at the National Association of Convenience Store trade show in Las Vegas, Nev. To offer the materials, Perfetti Van Melle teamed up with marketing firm Promored. In addition, a How-To guide is available with the materials for retailers that want to increase offerings to Hispanic shoppers.
Perfetti Van Melle, Erlanger, Ky.
(859) 283-1234; www.airheads.com