Asembl brings ice cream brand Weis into muesli bars with Bounce Foods

Unilever Australia’s brand extension agency Asembl has lined up the first ever brand extension partnership for the ice cream brand Weis.

A deal with Bounce Foods will see Weis enter the muesli bar space, with a range of fruit and cream flavour-filled nut butter balls.

“This is a momentous day for the Weis brand, getting out of the aisle for the first time with no better match than Bounce,” said Unilever Australia Marketing Manager, Annie Lucchitti.

“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.”

Bounce Australia CEO Stephen Hamilton added: “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.”

The bars can be found in Woolworths stores across Australia, with flavours, including Mango Cream, Raspberry Coconut Cream, Fruito Cream and Passionfruit Cream.

Asembl MD Justin Watson added: “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.”