Bakery and snack brand licensing on the rise, says McVitie’s brand extension agency Beanstalk

By Gill Hyslop contact

- Last updated on GMT

McVitie’s, Filippo Berio, Chaucer Foods and the Finsbury Food Group are just a few of the companies working with brand extension agency Beanstalk to extend brands into other categories and markets.

According to Lisa Reiner, MD of Europe and Asia for Beanstalk, the agency has been in business for more than 30 years and represents a range of brand owners across the globe, including McVitie’s, Godiva, Chupa Chups, Filippo Berio and TGI Fridays.

“Once we’ve defined a strategy together with our client, we go out to find best in class partners in those categories to help develop new products that we can bring to retail, always looking at consumer demand and trends that are happening,”​ she said.

BakeryandSnacks caught up with Reiner at Brand Licensing Europe 2017 held in London, UK, at the beginning of October.

Beanstalk was participating as an exhibitor to showcase its brands and meet with potential retailers and licensees.

F&B + licensing = good fit

Reiner told us food and beverage has become a prolific category within the licensing arena, especially within bakery and snacks.

In May this year, Beanstalk was appointment by Yildiz Holdings to represent McVitie’s in Europe and the UK, and Godiva in North America, Europe, Japan and China.

“McVitie’s is a great heritage brand, and we’re working them to extend equities like its much loved flavors and wholesome ingredients, as well as the fact that it’s all about sharing, to develop a strategy on what other parts of their loyal consumer’s day that we can participate in,”​ said Reiner.

The agency is seeking new opportunities for all McVitie’s brands, including Jaffa Cakes, Digestives, Hob Nobs and Nibbles, and has an initial strategy focusing on gifting, desserts, ice cream and yoghurt categories.

A touch of the Med in UK

Reiner also said Beanstalk had instigated the relationship together between Filippo Berio and Chaucer Foods to develop an olive oil-based Crostini snack to be launched across the UK later this year.

The initial product line will comprise five SKUs that are baked not fried, with 30% less fat than fried crisps and are free from artificial additives. Flavours include Fennel & Garlic, Formaggio, Lightly Sea Salted, Rosemary & Sea Salt and Sundried Tomato, all inspired by Filippo Berio’s Italian roots.

Global spread

The New York-headquartered brand extension agency has offices in London, Miami and Cincinnati and offers a wide breadth of services designed to unlock brand equity, including representation, partnerships, creative services, legal and financial services, and royalty auditing.

“We looked into ways to bring that Mediterranean flavour and lifestyle to other products and, with snacking being so prevalent right now, it was the right fit,”​ she added.

Beanstalk also signed licensee Greencore to develop a Chupa Chups celebration cake for client Perfetti van Melle, launched in Asda stores across the UK in March.

Finally, Beanstalk’s client Baileys has launched a new coffee pod with Tassimo, which will be incorporated into a range of celebration cakes and cupcakes created by the Finsbury Food Group, scheduled to launch in early 2018.

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