F.Y.I.

Minecraft partners with Nibblish for Pure Fruit Swirls

September 11, 2025 11:05

Minecraft has expanded its grocery licensing footprint with Nibblish via its Pure Fruit Swirls products.

The announcement:

Minecraft continues to grow its grocery licensing footprint in Australia and New Zealand partnering with Nibblish and their Pure Fruit Swirls.

This Minecraft deal with Nibblish extends across the premium fruit snacking business’s Mango, Raspberry, and Strawberry Pure Fruit Swirls which will be on shelves this month in Woolworths in Australia. The range is also launching this month in New Zealand at New World North Island, Pak n Save North Island, and The Warehouse Group.

This partnership with Nibblish was brokered by FMCG specialist agency Asembl on behalf of Merchantwise, the brand licensing agency for Minecraft in Australia and New Zealand. Both Asembl and Merchantwise are part of the Merchantwise Group.

Gluten free and dairy free, the Nibblish Minecraft Pure Fruit Swirls are made with 100% real fruit, contain no added sugar, no artificial colours or preservatives and are vegan friendly. Grown and powered by nature, the Nibblish Minecraft Pure Fruit Swirls are tasty and healthy fruit snacks in a convenient format.

The perfect healthy lunchbox snack, each Nibblish Minecraft Pure Fruit Swirl comes in a handy pillow pack pouch format with each one containing 2 x swirls as well as a Minecraft themed fact card (5 pouches total to a box). With 40 cards to collect there will also be 20 INSTANT WIN (10 in New Zealand and 10 in Australia) ‘golden ticket’ cards offering a chance to win prizes including an Xbox Series S Console in each country, and 3,500 Minecoins.

Supported by a fully integrated campaign across digital media, VOD and shopper marketing, the launch of Nibblish Minecraft Pure Fruit Swirls will also include influencer activity.

Nibblish CEO Matthew Bennett said, “It’s a great moment for us to partner with the team at Minecraft. We both love building and we’re excited for Minecraft to support our Pure Fruit Swirl creations and to introduce them to more lunchboxes across Australia and New Zealand. Nibblish creates products that nourish you and we aim to make it easy for kids to make healthier choices that fuel their day”.

Merchantwise gaming licensing director Patrick Lynam said, “Strategic, targeted partnerships continue to strengthen Minecraft’s footprint in grocery across Australia and New Zealand. This latest licensing deal with Nibblish brings 100% real fruit swirls, made with no added sugar, into leading supermarkets in both countries and is a great example of how we’re connecting the Minecraft brand with healthy, lunchbox-friendly snacks”.

Minecraft first launched into the Australian food and beverage category in November last year with four Norco Minecraft flavoured milks which are available in Woolworths, Coles and independent supermarkets. In December last year Minecraft rolled out into the frozen chicken category in Australia at Coles and independent supermarkets with a Steggles Frozen Crumbed Chicken Breast Nuggets product packaging take-over.

This year SPC brought the world of Minecraft to its fruit snacks, baked beans, and spaghetti ranges in Coles, independent grocers, and Woolworths through an Australian exclusive category partnership. The brand also burst into the ice-cream category at Woolworths and independent supermarkets with mouth-watering tub and stick flavours from Australia’s oldest dairy co-operative, Norco.

AVAILABILITY AND PRICE

The Nibblish Minecraft Pure Fruit Swirls (Mango, Raspberry and Strawberry) will start to roll out in Australia in Woolworths this month for $6 AUD.

In New Zealand Raspberry and Strawberry Pure Fruit Swirls will be available this month in New World North Island for $6.49 NZD, Pak n Save North Island for $5.99 NZD and The Warehouse Group for $6.49 NZD (multi pack) and $1.79 NZD (single serve).