Agency to grow food brand into complementary food categories in the UK.
Brandgenuity is continuing to bolster its portfolio of properties, signing up as the exclusive licensing agent for Welch’s in the UK.
The agency will be looking to extend the food brand into a number of new categories including frozen food, refrigerated and shelf stable, beverages, vitamins and supplements, as well as food services.
Target retailers will include major grocers, as well as convenience stores and discounters.
Teri Niadna, md of Brandgenuity Europe, will lead the Welch’s licensing effort in London.
Teri commented: “This is just the perfect time to be expanding Welch’s in the UK. Moms are seeking healthier alternatives and value real food. Plus, the functional benefits of grapes are aligned with current health trends.
“We look forward to building upon this great brand licensing programme.”
Glenn Hendricks, head of global licensing at Welch’s, added: “Successful licensing in international markets depends on having the right resources on the ground in the relevant countries and territories.
“We are thrilled that Brandgenuity will bring its local market knowledge to our expansion efforts in the UK.”
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