Warner Bros has revealed its ambitions to boost the presence of its Scooby-Doo brand in Britain’s supermarkets.

The brand is being expanded into the confectionery aisle next year in a new partnership with Nuneaton-based supplier Beacon Confectionery, which also produces confectionery under brands such as Tatty Teddy.

Scooby-Doo will make his debut with an Easter egg next year and Beacon - the brand’s only UK confectionery partner - has “many new” products in development.

Also rolling out next year will be a range of pet treats and toys from UK supplier Fred & Ginger, which produces own-label pet products and under licenses including Bagpuss.

The launches follow the rollout of premium handheld Scooby-Doo ‘Scooby Snack’ ice creams by Buckinghamshire-based Beechdean last year.

Scooby-Doo UK licenses also include Princes for tinned pasta and meatballs, Fun Foods For All for dried pasta and Kerry Foods for baking kits. Warner Bros told The Grocer building the presence of its brands in both food and personal care was a “top ­priority” for 2015.

“Scooby-Doo has long been at the heart of family entertainment,” added Warner Bros general manager Preston Kevin Lewis. “Synonymous with fun and food, our ambition for the brand over the next 12 months is to forge partnerships with best-in-class companies to develop food and drink products that will become an absolutely essential part of the weekly grocery shop.”

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