IGA will support and stock the iconic Darrell Lea selected products across Australia from October 29.
Metcash, supplier of IGA, has signed a deal with Darrell Lea’s new owner the Quinn family to stock and promote the Darrell Lea range including its famous Rocklea Road and Liquorices.
“IGA is an iconic Australian brand and we are the perfect partners to stock the famous Darrel Lea range of mouth-watering confectionery,” Chief Operating Officer of Metcash Silvestro Morabito said.
“We are major supporters of grocery brands, especially Aussie ones, and feel it is a natural fit for our outlets to stock such great Australian made products.”
This comes after the iconic confectionary retailer entered voluntary administration in June before the Quinn family, owner of Queensland-based pet food manufacturer VP Petfoods, bought the company in early September.
As part of the deal, the selected IGA, SUPA IGA and IGA-Xpress outlets will support the range through extensive mainstream and point of sale advertising.
“We are delighted that Australia’s largest and independently owned supermarkets will be supporting our brand within the grocery market. Our manufacturing and distribution staff are working hard to get the products to the IGA shelves so we can satisfy Darrell Lea’s loyal customers,” Tony Quinn said.
“We thank IGA for coming to the party with us and expect many years of success as we build our business through this leading Australian retail channel.”