Properties from the world of kitchen appliances and food preparation represent an area of growth for brand extension into the food and beverage category. Licensors of kitchen electrics, grills, and other cooking tools are lending their names to foods that constitute a close fit with their respective brands.
For example:
- Last month, charcoal brand Kingsford licensed CBQ, a subsidiary of Carl Buddig, for a line of precooked, smoked ribs and other meals featuring barbecued meats. Kingsford also expanded into barbecue sauces through its own KC Masterpiece subsidiary.
- Speaking of barbecues, Weber-Stephen Products, maker of the Weber Grill, has a line of seasonings, rubs, barbecue sauces, and marinade mixes with licensee B&G.
- Crock-Pot, licensed by Sunbeam Products, has a number of foods on its roster, including B&G for seasoning mixes; Omaha Steaks for slow-cooker meals with beef, sauce, and vegetables included; and Conifer Specialties for shelf-stable dinner mixes.
- Magic Chef retained Global Icons as its licensing agent earlier this year; plans include expansion into foods, among other product categories.
The extension of appliance and other brands associated with food prep and cooking to supermarket shelves and freezer cases will always remain a relatively small segment of licensing in the food category, especially when compared to the behemoths of food-to-food and restaurant-to-food licensing. But select opportunities certainly exist for more such properties to reach into entrées, spices, sauces, and other targeted and closely related categories.
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