Licensing Beyond the Snack Aisle – Part 3


How to get food and beverage licensing right – the case studies

In our final blog looking at how food and beverage licensing works, who’s doing and how to make it successful, we tap in to a number of inspirational case studies for to you take away top tips from.
Missed the previous parts of the series? Find Part 1 here and Part 2 here.

Case study: J20
Frozen ice manufacturer Brand of Brothers recently launched two smoothie ice lollies using flavours from drinks brand J20, with brand owner Britvic’s input. The start-up worked with retailers to identify gaps in the sector, before managing availability and access to the product in a strategic way. The result? A premium licensed product with a distinct flavour profile that found its place in an established consumer market. A renowned license like J20 gave the product instant credibility, which was reflected in positive responses from retailers and consumers alike.

Case study: Iceland x Slimming World
When research identified products that sparked consumer interest, grocer Iceland paid attention. The supermarket partnered with Slimming World to create a range of frozen ready meals, after recognising that exclusivity offers something different in a market where creating ‘new’ reasons to visit a store is key. The range is now worth nearly £30 million after only 12 months in the market. Using the Slimming World brand license and through focused PR, promotion, research and new product development, it’s the number one brand in the marketplace and is only sold at Iceland.

Case study: Entenmann’s
US baked goods company Entenmann’s worked with licensing agent JLG to expand its brand. JLG teamed up with White Coffee for flavoured coffees in single serve and ground bags, which will be available at Bed, Bath and Beyond, Christmas Tree Shops, regional grocery chains and more; Pelican Bay for pancake mixes, which will be expanded to include quick bread mixes in seasonal flavours; and Praim for branded chocolate bars, which will launch later this year.

Retail sales of food and beverage licensed products grew $1.8 billion year-on-year, according to the 2017 LIMA report.

Big trends in food licensing:

1)  Clean and simple is here to stay. Consumers have many options for purchasing clean, simple foods and beverages at retail, and in order to be successful in today’s market, licensed products need to follow suit.

2)  Brands associated with vegetables or that have strong organic and all-natural equities are ripe for licensing into vegetarian or vegan foods and beverages.

3)  Consumers are increasingly looking for protein options outside of meat products. There’s space for a strong, national brand to compete in this category.


This post was written by Brand Licensing Europe brand director Anna Knight. BLE takes place 9-11 October 2018 at Olympia London. It is the leading event in Europe to discover what’s new in licensing and meet future business partners. This year’s theme is F&B and visitors can register for free at