'Brand licensing can be a real springboard into diversifying'

By Gill Hyslop

- Last updated on GMT

Related tags brand licensing Brand Licensing Europe Start Licensing Great British Bake Off Nadiya Hussain

BakeryandSnacks spoke to Ian Downes, owner and director of Start Licensing, about its newly launched program for Nadiya Hussain, winner of the BBC's Great British Bake Off in 2015.

The bespoke licensing agency recently acquired the TV and media personality, instantly designing a program incorporating kitchen and tableware partners.

However, he told BakeryandSnacks, the agency is now looking for commercial licensing opportunities in the food product sector, such as “ingredients like cake decorating ingredients and maybe fresh snacks, among other areas.

“What we’d like to do with those products is bring in Nadiya’s expertise and her flair and her knowledge of the industry. She’s an original thinker and very creative with ingredients and flavors.  she’s prepared to try new things, which gives manufacturers the opportunity to be very innovative.”

The agency’s client list also includes UK soft drinks producer Britvic. Over the years, the agency has brokered deals to take Tango beyond the beverage realm, including Tango-flavored Jaffa cakes (with Huntley and Palmer) and Tango-flavored popcorn.

“These are brands that have customer loyalty and have very distinct flavors and taste profiles. With the right companies and products, these profiles can translate into some very exciting products.

“Brand licensing can be a real springboard into diversifying,”​ he said.

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