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.
Pantry offerings
SPC is bringing the world of Minecraft to its fruit snacks, baked beans, and spaghetti ranges through an exclusive category partnership.
Supermarket aisles at Coles, independent grocers, and Woolworths will feature new Minecraft-inspired fruit snacks, including 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.
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.
“Bringing a global phenomenon like Minecraft to Australian supermarket shelves is incredibly exciting for SPC,” said SPC Global Managing Director Robert Iervasi.
“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.”
Ice cream
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 blends creamy Norco dairy in fun flavours with ooey, crunchy, zingy, and squishy inclusions.
Joining the delicious Norco Minecraft flavoured milk range on supermarket shelves, any purchase of Norco Minecraft dairy products from 24 March to 4 May 2025 will give Minecraft fans a 1 in 3 chance to win X-box consoles, X-box controllers or millions of Minecoins instantly.
“An extension into ice cream was a natural fit for Norco,” said Norco General Manager of Commercial and Strategy Ben Menzies.
“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.”
Building on Minecraft fever
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 at Coles and independent supermarkets with a Steggles Frozen Crumbed Chicken Breast Nuggets product packaging take-over.
“We are thrilled to be growing Minecraft’s presence in Australian supermarkets,” said Merchantwise Gaming Director Patrick Lynam.