Protein powders have been a very active category for licensing of late. While a variety of properties are represented, from celebrities and characters to sports IPs and videogames, food-related brands have dominated the sector. And most have been of the sweet sort, encompassing candy, cookies, cereal, restaurant offerings like pancakes and fountain drinks, and more. […]
Archive | Food/Beverage
Candy Kisses
With the current popularity of food brands, especially those of the sweet variety, across all consumer products, and the current power of the beauty category as a center of collaboration activity, it is no wonder that partnerships pairing candy, cookies, and other sweets with color cosmetics, lip balms, skincare, and the like have been a […]
Characters Promote Plant-Based Products
The plant-based meat substitutes industry has been facing headwinds lately. It has been difficult to convince mainstream consumers to adopt the product, and sales are declining, after a spike during the pandemic. Marketers have increasingly been looking to partnerships with licensed entertainment and character properties to raise awareness with a wider audience; increase trial, especially […]
Elevating the Fast-Food Drink Selection
Quick-service restaurants have long been at the forefront when it comes to creating offbeat novelty items to raise visibility for their brands and give something new to their loyal customers. One of the latest trends may also be one of the most unexpected: The pairing of fast food with wine. Such collaborations make a PR […]
Food Brands Explore Fresh Categories
The announcement of Newman’s Own packaged salad kits from Fresh Del Monte earlier this month is a reminder of the role food and beverage brand licensing plays in the fresh produce industry. The new product line is one of a few agreements that have been announced in this space over the last couple of years: […]
Growth is a Piece of Cake for These Bakeries
Bakery chains from Asia—especially South Korea and Taiwan—are quickly expanding on a global scale, including in the U.S. Their combination of Asian and western (typically French) baked delicacies, made on-site daily, along with a range of hand-crafted beverages, appeals to the global Asian diaspora as well as a wide spectrum of western consumers. These shops […]
Uncorking Some Rare Vintages
Wine has started to become a go-to category for lifestyle licensing programs based on fictional TV shows for adults. The trend makes sense given that wine has been one of the most active categories for licensing and collaborations within the alcoholic beverage space since the pandemic began, while TV show-based lifestyle programs have been going […]
Clothing Confections
By Karen Raugust on October 31, 2024 in Accessories, Corporate brands, Fashion, Food/Beverage, Licensing
Candy brands have long been participants in fashion collaborations, but they seem to be experiencing a particularly active period in this space these days. Designs tend to go all-in on prominently featuring the shapes, colors, mascots, and packaging associated with the IP, and the focus is largely—but not entirely—on accessories categories, in part because consumers […]
Make-at-Home Margaritas and Martinis
Limited-edition cocktail kits have been bubbling up as a tool for promoting alcohol brands and their partner properties—ranging from entertainment IPs, celebrities, and sports events to food and beverage brands outside the spirits sector—as well as for engaging fans. With these products, consumers can experience the fun of opening the box and discovering what’s inside, […]
Sports Licensors Win with Wine
Historically, sports viewership has been much more associated with the consumption of beer than with wine. But that situation has been changing over the past few years as sports leagues, teams, and governing bodies have increasingly paired with wine marketers, opening up a new category for promotions and, in some cases, licensed products: In July […]