SPC and Norco collaborate with Minecraft for supermarket expansion
Norco and SPC are working with Minecraft to expand the brand’s supermarket presence within Australia.
The announcement:
SPC and Norco Co-operative are partnering with Minecraft as the franchise continues to expand on its Australian supermarket presence with an 18-month deal and ice-cream category extension.
These deals brokered by FMCG specialist agency Asembl on behalf of Merchantwise, the brand licensing agency for Minecraft in Australia and New Zealand, follow Minecraft’s launch into local supermarkets last year with a range of Norco flavoured milks.
SPC is bringing the world of Minecraft to its fruit snacks, baked beans, and spaghetti ranges through an exclusive category partnership. From today, supermarket aisles at Coles, independent grocers, and Woolworths will feature new Minecraft-inspired fruit snacks. These include Diced Peaches in Golden Apple Flavoured Juice, combining Australian-grown fruit with a Minecraft twist; a unique Creeper Lime Flavoured Jelly with Diced Pears, a category first; and a Watermelon Flavoured Jelly with Diced Pears, exclusive to Coles. All three innovations draw inspiration from in-game food sources, cubes and characters.
As part of its 18-month partnership with Minecraft, SPC has also reimagined its top core products in baked beans, spaghetti, and fruit snacks – across all supermarkets, with each being given a pixel-powered transformation with Minecraft-inspired packaging and an exciting on-pack promotion that gives consumers an opportunity to win their share of 1.5 million Minecoins and their chance to win Minecraft branded merchandise in Minecraft Treasure packs.
Minecraft will also burst into the ice-cream category at Woolworths and independent supermarkets with mouth-watering tub flavours from Australia’s oldest dairy co-operative, Norco this month. Both Bubblegum Burst and Candy Apple Explosion will be on the freezer shelves of both Woolworths and independent supermarkets and a third flavour, Time To Mine will be available exclusively in independent supermarkets.
Norco Minecraft ice cream brings your tastebuds on a delicious quest to a new world of flavours and textures. Blending creamy Norco dairy in fun flavours with ooey, crunchy, zingy, and squishy inclusions, the range builds a unique new world of ice cream adventures to share with the MVPs on your team. Joining the delicious Norco Minecraft flavoured milk range on supermarket shelves, any purchase of Norco Minecraft dairy products from March 24 to May 4 2025 will give Minecraft fans a 1 in 3 chance to win X-box consoles, X-box controllers or millions of Minecoins instantly!
SPC global managing director Robert Iervasi said, “Bringing a global phenomenon like Minecraft to Australian supermarket shelves is incredibly exciting for SPC. We’re confident this partnership, featuring our Australian-made products, will energise the Beans, Fruit and Spaghetti categories and delight both consumers and retailers. We’re innovating in this space and thrilled about the possibilities for our Australian-made products,”.
Norco general manager of commercial and strategy Ben Menzies said, “An extension into ice cream was a natural fit for Norco, research shows that 35% of Aussie consumers want to explore new and exciting ice cream experiences*, and what better world to tap into than Minecraft? We hope that Minecraft fans enjoy the world of flavours and textures we have created, every delicious bite is a sensory explosion of chewy, crunchy, crackling delights,”.
Merchantwise gaming director Patrick Lynam said, “We are thrilled to be growing Minecraft’s presence in Australian supermarkets. This 18-month partnership with SPC will see Minecraft land on supermarket shelves across beans, fruit and spaghetti categories and will undoubtedly provide fans with an exciting and unique new way to experience their favourite brand. Following the success of last year’s launch of Norco Minecraft flavoured milk, we are proud to be extending the Minecraft brand into the freezer section with three delicious Norco ice-cream flavours that are bursting with both flavour and texture,”.
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. Served up in a new 375ml single serve size and more delicious and sustaining than a ‘bucket of milk’, the four Norco Minecraft flavoured milks – Choc Charger, Lime Lightning, Strawberry Slam and Caramel Chug – have no added sugar, are lactose free and have a four-star health rating.
In December last year Minecraft rolled out into the frozen chicken category at Coles and independent supermarkets with a Steggles Frozen Crumbed Chicken Breast Nuggets product packaging take-over.
PRODUCT INFORMATION, PRODUCT AVAILABILITY AND PRICE
SPC
- SPC x Minecraft Peaches in Golden Apple Flavoured Juice 4x120g $4.70, available at all major retailers from end March
- SPC x Minecraft Lime Flavoured Jelly with Diced Pears 4x120g $4.70, available at all major retailers from end March
- SPC x Minecraft Watermelon Flavoured Jelly with Diced Pears 4x120g $4.70, available exclusively at Coles
- SPC Beans in Rich Tomato sauce 425g $2.50
- SPC Beans in Rich Tomato Sauce 4 x 220g $6.50
- SPC Spaghetti In Rich Tomato Sauce 420g $2.50
- SPC Spaghetti in Rich Tomato Sauce 4 x 220g $6.50
- SPC Peach Diced In Juice 4 x 120g $4.70
- SPC Fruit Salad In Juice 4 x 120g $4.70
- SPC Pear Diced In Juice 4 x 120g $4.70
- SPC Apple Puree 4 x 120g $4.70
SPC x Minecraft Peaches in Golden Apple Flavoured Juice 4x120g
Fuel your adventures with SPC x Minecraft Peaches in Golden Apple Flavoured Juice! Made with Australian grown peaches, this delicious treat is perfect for any player. Yummy when eaten chilled with no artificial colours or flavours and no added preservatives. For more information on the SPC Fuel Your Adventure promotion visit: minecraft.spc.com.au
SPC x Minecraft Lime Flavoured Jelly with Diced Pears 4x120g
Level up your snack game with SPC x Minecraft Lime Flavoured Jelly with Diced Pears! This refreshing treat combines the tangy taste of lime with juicy Australian grown pears. Watch out for the Creeper lurking nearby, best served chilled with no artificial colours or flavours and no added preservatives. For more information on the SPC Fuel Your Adventure promotion visit: minecraft.spc.com.au
SPC x Minecraft Watermelon Flavoured Jelly with Diced Pears 4x120g
Power up with SPC x Minecraft Watermelon Flavoured Jelly with Diced Pears! This super snack features the sweet taste of watermelon combined with delicious Australian grown Pears. Enjoy it chilled for a yummy pick-me-up. Made with no artificial colours or flavours and no added preservatives. Available exclusively at Coles. For more information on the SPC Fuel Your Adventure promotion visit: minecraft.spc.com.au
NORCO
- Norco Minecraft Chocolate Charger Flavoured Milk 375mL available at Woolworths stores in QLD, NSW & VIC, Coles & Independent stores in QLD & NSW. RRP $3.60
- Norco Minecraft Strawberry Slam Flavoured Milk 375mL available at Woolworths stores in QLD, NSW & VIC and Coles & Independent stores in QLD & NSW. RRP $3.60
- Norco Minecraft Caramel Chug Flavoured Milk 375mL available at Woolworths stores in QLD, NSW & VIC and Coles & Independent stores in QLD & NSW. RRP $3.60
- Norco Minecraft Lime Lightning Flavoured Milk 375mL available at Coles & Independent stores in QLD & NSW. RRP $3.60
- Norco Minecraft Bubble Gum Burst Ice Cream Tub 750mL available at Woolworths & IGA stores nationally. RRP $10.00
- Norco Minecraft Candy Apple Explosion Ice Cream Tub 750mL available at Woolworths & IGA stores nationally. RRP $10.00
- Norco Minecraft Time to Mine Ice Cream Tub 750mL available exclusively at IGA stores nationally. RRP $10.00
Norco Minecraft Candy Apple Explosion 750ml Tub RRP $10
Vibrant apple reduced fat ice cream exploding with yellow popping candy the crackles and fizzes right to the end, mixed between an extreme yellow sour ripple. Each bite an adventure in texture and flavour, with a tingly fizz in your teeth from the popping candy at the end of every mouthful.
Norco Minecraft Bubblegum Burst 750ml Tub RRP $10
Final boss purple bubblegum reduced fat ice cream bursting with bubblegum fudge bites and strawberry candy clusters with an extreme yellow sour ripple. Bursting with flavour, you’ll feel like you’ve defeated the Ender Dragon as you devour every bowlful.
Norco Minecraft Time to Mine 750ml Tub RRP $10
Chomp through the “Ore” vanilla reduced fat ice cream to discover the hidden multi-coloured gems and marshmallows buried with rivers of chocolate. Find the chewy hidden gems in every bite and explore a new world of ice creamy goodness.
Both Asembl and Merchantwise are part of the Merchantwise Group
* https://www.roymorgan.com/findings/nearly-9-in-10-australian-adults-eat-packaged-snacks-in-an-average-week
Source: Adele Feletto Publicity
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