News & Analysis on the Bakery and Snacks Industries
Bakery and snack companies need to ensure brand licensing agreements will help them hold onto their brand's values and not just follow a fad, said JB Chicago’s president Steve Gaither.
McVitie’s, Filippo Berio, Chaucer Foods and the Finsbury Food Group are just a few of the companies working with brand extension agency Beanstalk to extend brands into other categories and markets.
According to Christine Cool, area licensing manager of confectionery manufacturer Perfetti van Melle, brand licensing opens a whole new universe of possibilities, something it has done for the company’s Chupa Chups brand.