Messina reveals new partnership with iconic Aussie brand

Josh McDonnell
By Josh McDonnell | 11 January 2019

Gelato Messina has revealed its latest brand partnership with Peters ice cream as the brand becomes available in supermarkets for the first time.

Teaming up with Peters, Messina has created the Drumstick X Messina range, blending the company's flavours with the iconic Australian ice cream.

The Peters Drumstick X Messina range officially launches today but won't be available in Messina stores, only supermarkets and convenience stores.

"They have very high standards and search the globe for the best ingredients, in their most natural forms, to create the best products possible. The process for this collaboration was no different," Peters Ice Cream director of marketing, category and product technology Emma-Jane Collins said.

“This truly was a 50/50 collaboration where both brands’ philosophies came together to take cones to the next level in Australia."

The range has four new flavours including Mango & Salted Coconut, Vanilla Bean & Peanut Praline, Roasted Hazelnut and Dulce de Leche.

Supermarkets will sell the flavours in boxes of four for $9.99, while single sell versions will be available in convenience stores for $4.90.

“At Messina we are always innovating, so when the idea of collaborating with Peters Drumstick came up, we were excited. We knew it would be fun to get our hands on something so familiar to Australians and put our unique twist on it," Gelato Messina owner Declan Lee said.

This isn't the first time Messina has branched out into collaborative branding and product partnership with the business teaming up with Arnotts in 2017 to create Gelato Messina Tim Tams.

The company has also had its run-ins with other brands, with McDonald's last year slapping Messina with a cease and desist letter after the ice cream chain used the 'Mc' prefix at an event.

Messina responded with a cheeky open letter on Instagram saying the McDonald's reference was intended to be a tribute to the fast food giant, but acknowledged it "rubbed them the wrong way".

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