USA: Perfetti Van Melle expands Airheads brand into soft drinks

Perfetti Van Melle (PVM), the global confectionery leader, has broadened its North American portfolio by launching a new line of Airheads-branded carbonated soft drinks across the US.

The Italian-Dutch group, known for confectionery brands including Mentos and Chupa Chups, confirmed the launch in partnership with Fire Brands, which has developed the new Airheads Soda line. The range is inspired by the brand’s chewy taffy sweets, aiming to translate their fruity flavour profiles into a refreshing beverage.

The initial rollout includes four distinct confectionery-inspired flavours: Blue Raspberry, Watermelon, Strawberry, and Orange. According to sources, the sodas are specifically designed to capture the confectionery’s “unique kick of creamy taffy” profile.

Raz Inserra, director of marketing at Fire Brands, commented: “We have developed these refreshing fruit sodas with a unique kick of creamy taffy that is as fun and flavour-filled as Airheads”.

Distribution of the soda line is currently underway at major retailers throughout the United States, with a Canadian launch reportedly scheduled for 2026.

Source: CareersInFood.com / Beverage Industry