Brand Central signs “dream” Kraft Heinz deal to represent 200 brands

As North American licensing agent for the food and beverage giant, Brand Central will represent brands including Planters, Kool-Aid and Kraft

Written by Rhys Thomas

Posted 05.09.2019 | Food & Drink

Brand Central signs “dream” Kraft Heinz deal to represent 200 brands thumbnail

Brand Central has signed a “dream” partnership for 200 brands as the new North American licensing agent for Kraft Heinz.

Among the food company’s catalogue of brands, Brand Central will focus on Planters, Oscar Mayer, Jell-O, Kraft and Kool-Aid, with a focus to on product extensions in merchandise, lifestyle and food and beverage categories.

“After a thorough search, we are thrilled to select Brand Central as our licensing agency” says Christopher Urban, Head of Marketing at Kraft Heinz. “We feel that Brand Central has the right innovative approach to take our brands in new directions and the expertise to get it done.”

Brand Central has a history of working with food and drinks brands, representing the likes of Sonic Drive-In, confectionery brand Bubblicious and, most recently, delivering a slew of apparel , accessories and gift deals for Mondelez’s Oreo and Sour Patch Kids candy.

“It is the dream of any licensing agency to represent Kraft Heinz – a portfolio of the world’s favourite household brands with enormous brand affection,” says Brand Central CEO Ross Misher. “The opportunities are tremendous, potential is untapped, and the demand is high.

“We are thrilled to help them extend into strategic new food and beverage categories and on-trend merchandise that will expand brand footprint and enhance brand loyalty.”

Kraft Heinz continued its high-profile partnership with Oprah Winfrey earlier this year, adding Chicken Alfredo and Three Cheese Tortellini to the menu of her O, That’s Good! convenience meal range.


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