Freedom Confectionery, Partners with Pusheen™

posted by Mark Hepworth, December 10 2020


UK based, allergen-free, vegan mallow specialist, Freedom Confectionery, has officially launched the first chocolate coated vegan gummy bar to the confectionery market as part of an exciting brand licensing partnership with Pusheen™ The Cat.

The partnership will be the first confectionery licensing agreement globally recognised brand, Pusheen™, has made since its inception in 2010.

As the first European manufacturer of gelatine-free marshmallows, Freedom Confectionery, along with its partnership with Pusheen™, is hoping to build on its allergy-free credentials offering vegan, vegetarian, plant-based and non-allergy customers worldwide a deliciously juicy sweet treat, that is completely gelatine-free.

The brand conducted a soft launch of the 54g strawberry flavoured vegan gummy bar, aptly named, Vegumi, at the end of 2020 in order to gauge initial consumer response before rolling out globally.

Elvin Willgrass, sales director at Freedom Confectionery said: “Given it was a brand-new concept, never tried before, we wanted to gather customer feedback before launching it globally. And we’re pleased to say that the feedback we’ve had has been fantastic. Customers love it and can’t get enough of it. With Vegumi, we wanted to create a whole new taste experience for our customers and by coating a sweet gelatine free gummy bar in dairy-free chocolate that’s exactly what we’ve done.”

For Lancashire based Freedom Confectionery, this partnership provides a fantastic opportunity to reach a whole new audience and further cement its position within the allergy-free, vegan, vegetarian, and plant-based market.

Elvin Willgrass, sales director at Freedom Confectionery said: “After being in the business for five years, this is by far the most exciting launch Freedom Confectionery has been a part of. To have a brand licensing partnership with Pusheen™ is an amazing opportunity.

“Not only does Vegumi taste amazing, but it’s also approved by The Vegan Society and is free from the top allergens. As a business, we believe in 100% allergy-free, no product leaves our factory without being thoroughly tested and packaged accordingly and we’re delighted that Pusheen™ want to be part of our business journey.”

Cate D’Allessandro, Director of Licensing at Pusheen Corp said: “Our team is excited to partner with Freedom Confectionery to bring our fans a delicious new sweet treat to enjoy!”

The new Vegumi bar is available to purchase from the Freedom Confectionery online shop from £1.99 per bar.

Freedom Confectionery is also rolling its new product offering out to retailers through its national distributors, Bravura Foods. The vegan and vegetarian food distributors have worked with Freedom Confectionery for over 10 years and are equally excited about the brand partnership opportunity.

Lisa Gawthorne, director, Bravura Foods said: “We are so excited about this, as nobody has ever done anything like it – the unique pairing of chocolate with a gummy texture works so well. Pusheen™ is a massive global brand and this is an extremely strong brand partnership that will have a huge appeal and we look forward to building its presence in the marketplace.”

Approved by The Vegan Society, the Freedom Confectionery Pusheen™ Vegumi bar is gelatine, gluten, egg, dairy, and soy free with no artificial colours or flavourings.

For more information on Freedom Confectionery or to purchase the new Vegumi bar visit


For any media enquiries or further information, please contact Freedom Confectionery’s national PR agency: Claire Lomax ( 0113 273 7816.

Notes to Editors

Freedom Confectionery was established in 2013 as the second gelatine-free producer of marshmallows commercially worldwide, making them suitable for vegan, vegetarian, and Free-From consumers and completely natural.

The Freedom Confectionery management team are pioneers and innovators in the allergen-free world and have been active in the Free-From market since 2008. Current owners and managers were the previous majority owners of F T F Sweets Ltd that traded as Goody Good Stuff. Goody Good Stuff was the World’s First Gelatine-Free Gummy Sweet. 

The brand specialises in the provision of vegan and allergen-free mallows, protecting people with allergies and providing full ingredients labelling on all its pre-packaged products to ensure people are confident with what they are eating when buying Freedom Confectionery products.

The business believes in delivering 100% allergy-free products and every marshmallow they produce goes through a rigorous testing process in the lab to ensure it meets the brand’s strict criteria for sale.

Freedom Confectionery has also recently been listed as one of the leading players of the Vegan Confectionery Market by The Insight Partners in its report entitled “Global Vegan Confectionery Market – Forecast to 2027 – Covid-19 Impact and Global Analysis.”

About Pusheen

Pusheen is a tubby tabby cat who brings smiles and laughter to people all around the world. She became famous through her animated comics and GIFs posted on as well as through her widely used animated stickers on Facebook, Instagram, iMessage, and other platforms. Pusheen Corp. is an Illinois-based company dedicated to bringing smiles to the faces of fans around the world.

Free-From / Gelatine Free / Gummy / Marshmallows / Plant Based / Pusheen / Vegan


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