Leading Licensing Agency to Leverage Deep Consumer Bond with the“Out-of-Control” Fruit Flavored Taffy

June 2, 2009, Las Vegas, NV., and New York, NY., — Today, from the floor of the Licensing International Expo, the world’s leading brand licensing consultancy, The Beanstalk Group, announced it has added the Airheads brand name to its growing list of best-in-class clients. The irreverent and “out-of-control” fruit flavored taffy bars have been one of the best loved non-chocolate candies for more than 21 years and, with the help of Beanstalk, will now aim to expand its brand into related food and lifestyle products for children, tweens, teens and young adults.

“Consumers, now more than ever, are looking for more playful and happy experiences and are finding candy to be one indulgence they still can afford,” said Michael Stone, president and CEO of The Beanstalk Group. “Airheads’ leadership within the candy category, not to mention its strong brand awareness and passionate consumer following, provides the foundation to expand the brand into food and lifestyle categories. There has never been a better time for a brand like Airheads.”

Airheads products will leverage the unique flavor profile, iconic logo, bold graphics and “Balloon Guy” character that consumers have come to love.

“The Beanstalk Group’s network of influence, including both licensees and retailers across a variety of categories, as well as its past success in developing strong food and lifestyle programs, made it an ideal partner for our brand,” said Ronald Korenhof, president of PVM USA. “Licensing will allow us to further connect with consumers and build on their brand affinity through an array of fun, innovative and creative products. We look forward to deepening our bond with children, teens and adults through playful eating possibilities and imaginative experiences.”

Airheads is owned by Perfetti Van Melle, the third largest non-chocolate confectionery manufacturer in the world. Approximately 700 million Airheads bars are sold each year.

About Perfetti Van Melle Perfetti Van Melle USA is headquartered in Erlanger, Kentucky, where it produces and distributes Airheads bars, Airheads Xtremes and Mentos. The company is part of Perfetti Van Melle, a privately-owned company that produces and distributes candies and chewing gums in more than 130 countries around the world, including Mentos, Frisk mints and Fruittella soft-chew candies.