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Licensees Focus

GREEN’S AND STREETS GOLDEN GAYTIME ‘CRUMB’ TOGETHER FOR THE ULTIMATE CAKE COLLABORATION

15 Sep - 2021

Deal brokered by Unilever Australia’s licensing agency, Asembl

Greens and Streets Golden Gaytime have now ‘crumb’ together for the ultimate cake collaboration – four brand new toffee and vanilla flavoured, biscuit crumbed baking delights.

In a deal brokered by Unilever Australia’s licensing agency, Asembl the range takes inspiration from Green’s array of easy-to-make cake mixes and includes the Green’s Golden Gaytime Crumb Cake, Brownie, Brookie and there’s even a Mousse!

Deliciously crunchy, the four products are packed full of the distinctive toffee and vanilla flavours of Golden Gaytime ice creams and come complete with the iconic biscuit crumbs which are a main feature of each recipe.

Like all Green’s products, the recipes are easy to follow and make from any kitchen, with all of the key ingredients included in the box.

Green’s Head of Marketing & Innovation, Peta Allsopp said whether you’re a Crumb Cake, Brownie, Brookie or Mousse fan – there’s plenty of spongey, fluffy, crunchy goodness for everyone.

“We know that Australians love to bake and treat themselves with iconic nostalgic flavours, so we thought why not combine the two and create the ultimate Green’s Golden Gaytime cake range – proving you actually can have your cake and eat it too,” Peta Allsopp said.

“Combining Green’s signature array of easy to make cake mixes, with an iconic Australian ice cream in Street’s Golden Gaytime, this is an incredibly fun, exciting and delicious collaboration that is sure to appeal to all sweet tooths.”

Unilever Australia Marketing Manager, Annie Lucchitti said, “Golden Gaytime is a much-loved Aussie product in consumers lives, from the flavour to the texture and memories associated. This partnership is the perfect way to ensure Aussies can bring that love into their baking moments! We can’t be more excited to be partnering with Australia’s favourite baking brand, Green’s, to launch the deliciously crunchy Crumb Cake, Brownie, Brookie and Mousse range,” Lucchitti said.

“This latest licensing collaboration is certain to satisfy lovers of Golden Gaytime and baking fans alike, with the best of both worlds across more delicious occasions.”

The launch of the four new products will be supported in-store through Coles and Woolworths and will include a comprehensive marketing campaign across digital, TV and well-known influencers who are huge fans of both brands.

Golden Gaytime cake varieties Crumb Cake, Mousse and Brownie are available now in Coles supermarkets around the country and the Brookie will launch in Woolworths from October 18 along with the Crumb Cake and Mousse.

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