‘Going beyond lollipops’: Perfetti van Melle taps packaging functionality and impulse-buying as major confectionery strategies

By Pearly Neo

03-Jul-2024 - Last updated on 03-Jul-2024 at 03:49 GMT

Confectionery heavyweight Perfetti van Melle believes that it is crucial to tap on impulse-buying tendencies and packaging functionality as major components of its marketing in order to maximise consumer reach.

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