Food & Beverage

November 29, 20120 Comments

FPeb CEO Space TradeshowFood and beverage licensing is everywhere…just check out your local supermarket and you’ll find products such as Oreo ice cream and Sunkist soda. All of these are licensed products, and food / beverage licensing has expanded into a broad array of product categories such as personal care (Jell-O lip balms) and apparel (Oscar Mayer apparel by designer Paul Frank).  There are three licensing options – the first isFood to Food, extending the food/beverage brand into closely related food categories such as Life Savers frozen novelties, Southern Comfort Egg Nog, and TGI Friday’s frozen appetizers.   The second option is Food to Non-Food, extending the food/beverage brands into non food categories such as the Tabasco Special Edition Crock-Pot Slow Cooker or a Jack Daniel’s themed game room. And the third option is Non-Food to Food, which is especially popular with kid’s brands, such as Care Bears Fruit Snacks, Pebbles cereal and Scooby Snack dog treats. Licensing a food/beverage brand can be a great way to launch a new product or expand your business into new product categories. 

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About the Author ()

Rand is President / CEO of Licensing Consulting Group, an intellectual property management and licensing company specializing in assisting clients in IP Management, Strategic Consulting, Acquisition of Licensing Rights, and Property Representation. Rand has licensed some of the biggest Hollywood blockbusters, including “Batman” and the “Mighty Morphin Power Rangers”, both of which generated billions of dollars in worldwide merchandise sales. He has lead various international licensing programs as both licensee and licensor, and through consulting projects focused on licensing strategy, brand development, sponsorship sales and property representation.

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