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Metrostar and Brand Central on board with Kraft Heinz

New UK licensing campaign will explore product extensions such as new food categories, merchandise partnerships and collaborations with lifestyle brands.

Kraft Heinz has appointed Metrostar and Brand Central to manage its brand licensing programme in the UK and Ireland.

The campaign will explore product extensions such as new food categories, merchandise partnerships and collaborations with leading lifestyle brands for its flagship brands – Heinz, HP Sauce, Lea & Perrins, Amoy (under licence from Amoy Foods) and Bull’s-Eye.

The programme will build upon Brand Central’s representation of Kraft Heinz brands in the US and Canada.

Metrostar and Brand Central will jointly manage the programme, with Metrostar taking the lead in prospecting and licensee management.

“After discussions with several licensing agencies, we are excited to select Metrostar and Brand Central to represent Kraft Heinz in the UK and Ireland,” said Olivia Hibbert, marketing director Northern Europe at Kraft Heinz. “We feel that Metrostar and Brand Central have the right innovative approach to take our iconic and much loved brands in to new and exciting directions for the future.”

Claire Potter, md of Metrostar, added: “These brands are legends in British food and we see great potential in a number of product areas. We’re thrilled to be representing Kraft Heinz and to be working, once again, with Ross and the team at Brand Central.”

The two companies previously partnered on the UK licensing campaign for Krispy Kreme doughnuts.

Ross Misher, ceo of Brand Central, believes there is an “enormous global opportunity” for Kraft Heinz. He said: “Metrostar is the perfect partner to launch into this new market with their expertise in food licensing and strong retail relationships. Kraft Heinz brands have a huge emotional connection with consumers in the UK who grew up eating these products and continue to enjoy them today.”

Kraft Heinz has 200+ brands sold in almost 200 countries including eight $1 billion+ brands.

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