Tag Archives | General Mills

Celebrating Shared History

Collaboration partners across categories come together for a variety of reasons. One driver for the creation of collaborative collections that has been gradually gaining steam has been the partners’ shared history and/or geography: Red Wing Boot’s collaboration with Indian Motorcycle, marking the former’s first foray into motorcycle boots, played on the companies’ shared history. Both […]

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Sugar Rush

About a year ago, we wrote about sweet snacks making their way into the cereal category. That trend has intensified since then, with a long list of candy, ice cream, and cookie brands being licensed for breakfast cereals: General Mills debuted Nestlé Drumstick and Honey Maid S’More cereals, as well as Hershey’s Cookies ‘n’ Crème […]

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A Spoonful of Sugar

So much for a healthy breakfast. A trend in the world of licensed and co-branded breakfast foods is to pair cereals with sugary snacks, with each of the big-three cereal makers recently introducing or announcing its own example: Kellogg’s confirmed in August that it would release a Pop Tarts cereal, Pop Tarts Crunch, in 2019. […]

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Coffee and Donuts

Quick service restaurant chains specializing in donuts continue to extend their brands into retail food categories. This is often—but not always—accomplished through licensing agreements. Some recent examples: Dunkin’ Donuts signed Coca-Cola in 2016 for ready-to-drink coffee beverages, with a launch expected in early 2017. Deals previously in place include J.M. Smucker for coffee, Keurig Green […]

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Regional Ties

Several recent collaborations have given rise to limited-edition products inspired primarily by the common regional roots of the two partners. In the craft beer industry, where local and limited are key tenets, Naragansett Beer teamed with Bananagrams in August for a banana-and-clove-infused Hefeweizen as part of its “Hi Neighbor” series of brews. Both companies are […]

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Adding A Little Flavor

Consumers’ embrace of flavored alcoholic beverages brings opportunities for licensors of brands associated with fruit, sweets, or other taste treats. Flavored beers accounted for 27% of total new beer launches in 2015, according to researcher Mintel. That compares to 15% five years earlier. In addition, 20% of U.S. beer drinkers (and 39% of female beer […]

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Unconventional, Yet Compatible

A number of unusual corporate licensing tie-ins have emerged within the last year. Each makes sense conceptually, although some definitely skew more toward the novelty end of the spectrum than toward the long-term, branded end. In one of the most recent examples, announced this month, General Mills and Fulton Brewery partnered for HefeWheaties, a limited-edition […]

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