Scents are big business in household, evoking a sense of nostalgia and fond memories. It’s perhaps no surprise that the category’s brands are looking further afield for their fragrant inspiration, teaming up with beloved brands to achieve this.

Sweets, crisps, ice cream – no categories are off-limits and there’s plenty of scope for further development. Whether Marmite soap or Guinness air freshener becomes a reality remains to be seen. But for now, here are some of our favourites…

Carex Love Hearts Handwash

Making handwashing more fun, Carex signed a licensing deal with confectionery brand Love Hearts as part of its Fun Editions range. The handwash smells good enough to eat, utilising the signature scent of the sweets as it is deigned to evoke nostalgia and resonate with both young and old consumers. It will join Carex’s existing Strawberry Laces and Bubble Gum variants on shelf when it’s rolled out to the major supermarkets in June.

Pringles candles

Once you pop you can’t stop! Taking Pringles fans’ obsessions to the next level, the brand developed a range of scented candles scented like its crisps. Available in three distinct flavours – Pigs in Blankets, Cheesy Cheese and Texas BBQ – a batch of 500 candles was released last Christmas to a lucky few, with plans for a much larger run in 2016. The ‘particularly pungent’ candles tap into the annual festive sales boost of Pringles, which sees sales soar by 150% over the Christmas period.

Wall’s Funny Feet Car Air Freshener

Airpure International licensed retro ice cream brand Wall’s Funny Feet to create 3D strawberry-scented car air fresheners. It looks identical to the beloved ice cream, which was brought out of retirement in 2013 following The Grocer’s Bring Back A Brand campaign and less than a year later was expanded into the aircare market. It joins the likes of Twister and Starship ice lollies as part of Airpure’s range.

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