Brand of Brothers has announced the renewal of its licensing partnership with Britvic Soft Drinks for another decade.

The agreement, managed by Ian Downes from Start Licensing, extends Brand of Brothers' collaboration on the sales, manufacturing and distribution of licensed frozen ice creams and lollies. The renewal will continue to align product development with HFSS regulations, covering popular Britvic brands such as R. White’s, Tango, Robinsons, Fruit Shoot and J2O.

Carys Delve, marketing manager at Brand of Brothers, said: "We are thrilled to extend our long-standing partnership with Britvic and Start Licensing for another decade".

She added: “Our collaboration has been incredibly successful, bringing the refreshing flavours of Britvic's beloved brands into new product categories. This renewal demonstrates our joined-up thinking and commitment to driving continued growth through strategic innovation that delights consumers and increasing sales and distribution in order to optimise brand visibility.”

Munnawar Chishty, Britvic’s marketing director in GB, commented: “What better way to add more excitement to our iconic brands than through our licensing partnership with Brand of Brothers. From Fruit Shoot mini lollies to Tango iced lollies, this partnership allows us to bring more enjoyment to people across the nation and help them enjoy life’s everyday moments.”

Downes added: “This perfect partnership has gone from strength to strength, and we are now looking forward to the future of these iconic brands within the frozen category”.

The ice lolly ranges will continue to be available in major British retailers, including Tesco, Asda, Morrisons, Sainsbury's, Waitrose, Iceland, Ocado and Nisa.

Brand of Brothers also maintains a separate partnership with Britvic Ireland, with plans for the Club and MiWadi brands.