Electrical wholesaler Benross signs licensing deal with Wall’s ice cream

Liverpool-based specialist electrical wholesaler Benross has secured a licensing deal with the Wall’s ice cream brand.

The deal will see Wall’s launch a collection of branded kitchen appliances to the home retail market including vintage-style milkshake makers, food blenders, electric mixers, electric whisks and DAB radios.

The license will also extend to the brand’s “classic modern” range, which includes mini-fridges and slushie makers. The additional electrical items will incorporate a number of Wall’s nostalgic ice cream product brands, such as Twister, Feast and Mini Milk.

The new products are designed to meet consumer demand for retro and vintage-themed products, said Amit Juneja, sales director at Benross. He added “The Wall’s name is well-known and trusted, making it a perfect brand to license products with. We believe that this new range will generate a positive response from consumers, who we expect to make purchases based on their own nostalgic feelings to the brand.”

To celebrate the new license, Benross took to the streets in its own Wall’s branded ice-cream van to surprise locals close to its Liverpool-based head office with samples of the electrical range – along with free ice cream products.

For more information: www.benross.com

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