Strengthening market position through licensing
Brand collaborations in the FMCG sector have proven to boost visibility, increase sales, and drive customer loyalty. By integrating Minecraft into multiple supermarket categories, SPC and Norco are reinforcing their presence in high-growth sectors while ensuring greater shelf space and consumer interest.
Merchantwise gaming director Patrick Lynam said, “This 18-month partnership with SPC will see Minecraft land on supermarket shelves across beans, fruit, and spaghetti categories, providing 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.”
SPC brings Minecraft to fruit snacks, beans & spaghetti
From today, Coles, Woolworths, and independent grocers will stock SPC’s new Minecraft-themed fruit snacks, baked beans, and spaghetti, inspired by in-game food sources and characters. The range includes:
• Diced Peaches in Golden Apple Flavoured Juice – featuring Australian-grown fruit with a Minecraft twist.
• Creeper Lime Flavoured Jelly with Diced Pears – a category-first innovation.
• Watermelon Flavoured Jelly with Diced Pears – exclusive to Coles.
SPC has also reimagined its core products in baked beans, spaghetti, and fruit snacks, introducing Minecraft-inspired packaging and an on-pack promotion. Shoppers will have the chance to win their share of 1.5 million Minecoins, along with exclusive Minecraft-branded merchandise in Minecraft Treasure Packs.
SPC global managing director Robert Iervasi added, “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.”
Norco brings Minecraft to ice cream
Minecraft is set to make its debut in the ice-cream category at Woolworths and independent supermarkets with a trio of new Norco flavours:
- Bubblegum Burst and Candy Apple Explosion – available at Woolworths and independent supermarkets.
- Time to Mine – exclusive to independent supermarkets.
Made with Norco’s creamy dairy, the ice creams feature chewy, crunchy, crackling inclusions, delivering a sensory explosion designed to bring Minecraft adventures to life. The range joins the Norco Minecraft flavoured milk lineup, which has been available since November.
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?”
Minecraft’s growing presence in Australian supermarkets
Minecraft first entered Australia’s food and beverage category in November 2024 with the launch of Norco Minecraft flavoured milks in Woolworths, Coles, and independent supermarkets. The range, available in a 375ml single-serve size, includes Choc Charger, Lime Lightning, Strawberry Slam, and Caramel Chug, all of which are lactose-free, have no added sugar, and carry a four-star health rating.
In December 2024, Minecraft expanded into the frozen foods category with a Steggles Frozen Crumbed Chicken Breast Nuggets packaging takeover at Coles and independent supermarkets.