Electricals supplier, Benross, secures licensing deal with ice cream brand, Wall’s

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Juneja with Wall's electrical appliances

Juneja with Wall’s electrical appliances

Benross – one of the UK’s largest suppliers of homewares and electrical products – has secured a licensing deal with iconic British ice cream brand, Wall’s.

The supplier will bring a collection of Wall’s branded kitchen appliances to the home retail market. The range consists of vintage-style milkshake makers, food blenders, electric mixers, electric whisks and DAB radios.

To celebrate the new licence, 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.

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

Designed with classic pop art inspirations, the new Wall’s licensed collection will allow retailers to stock appliances that meet the consumer demand for retro and vintage-themed products – a popular trend that has remained a preferred choice in the kitchen accessory market, the company claims.

Amit Juneja, sales director at Benross, said: “The Wall’s name is well-known and trusted, making it a perfect brand to license products with. We believe 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.

“Benross’ understanding of the electrical appliance market allows us to bring the product to a mass audience, which we hope will aid the overall success of the collection.”

Benross supplies a number of well-known retailers throughout the UK and is targeting these new products at existing accounts, including major high street names.