NJ Devils, Prudential Center tap Welch's fruit snacks maker PIM as newest partner

The New Jersey Devils and Prudential Center announced a multiyear partnership with PIM Brands Inc., the Park Ridge-based maker of brands such as Welch’s and Sour Jacks. - PROVIDED BY NJ DEVILS

Kimberly Redmond//April 17, 2024//

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PIM Brands Inc. is the Official Fruit Snacks and Gummy Candy of the New Jersey Devils as part of a new multiyear partnership.

Under the agreement announced April 16, the Park Ridge-based maker of brands such as Welch’s and Sour Jacks will have distribution of its signature products at all Devils home games and Prudential Center events.

Visitors to the Newark-based venue will also have exclusive access to try newer innovations from PIM. Partnership elements like exit sampling will make their trip to Prudential Center extra sweet.

Additionally, PIM Brands is now presenting partner of the “Fan of the Game” feature. The interactive, in-game promotion will name the attendee with the “highest level of energy” as the “Welch’s Fruit Snacks Fan of the Game.” The winner will also receive exclusive product and branded prizing, according to the press release.

PIM Brands Marketing Director Lauren Rosenberg said, “We’re thrilled to partner with the Prudential Center and New Jersey Devils, uniting two longstanding pillars of the Garden State.”

“As one of New Jersey’s largest privately owned companies, we’re not only avid Devils fans but also proud contributors to our local communities. This collaboration is a fantastic opportunity to connect our brands with fans, drive awareness, and showcase our commitment to New Jersey, where we employ nearly 1,000 associates,” she said.

Expanding the roster

Founded in 1979 as Promotion In Motion Inc., PIM Brands changed its name three years ago. The family-owned company is considered the world’s largest maker of real fruit snacks. It’s also one of the world’s largest manufacturers of confections, snacks and treats.

Mike's Amazing was named the Official Mayonnaise, Mustard & Vegetable Oil of the New Jersey Devils and Prudential Center as part of a new multiyear partnership. — In March 2023, Mike’s Amazing was named the Official Mayonnaise, Mustard & Vegetable Oil of the New Jersey Devils and Prudential Center as part of a multiyear partnership. – PROVIDED BY PRUDENTIAL CENTER

PIM Brands’ portfolio includes: Welch’s Fruit Snacks, Welch’s Fruit ‘n Yogurt Snacks, Welch’s Fruit Rolls, Sun-Maid Chocolate Raisins, Toggi Fine European Chocolate Wafers, Tuxedos Chocolate Almonds, Original Gummi FunMix, Sour Jacks Sour Candies and Nuclear SQworms Sour Gummi Worms.

Chad Biggs, senior vice president, Corporate Partnerships Activation at Prudential Center, said, “Through this partnership with PIM Brands, we are connecting two New Jersey-based entities that share a commitment to the local community. We look forward to collaborating with PIM to strengthen the connection our fans have with PIM’s delicious products.”

As part of the Devils’ ongoing effort to celebrate the many innovative companies that call New Jersey home, the NHL team has added even more local businesses to its roster of partners over the past two years. Those include genucel as the Official Team Skincare Partner; Mike’s Amazing as the Official Mayonnaise, Mustard & Vegetable Oil; and Nerd Focus as the Official Energy Drink.