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Social giant Twisted appoints Golden Goose to kickstart food revolution

Agency to develop licensed products for the UK’s number one food brand on social.

Golden Goose has been appointed by Jungle Creations to develop licensed products under its Twisted brand.

Recipes and video content for “unserious food that tastes seriously good” has made Twisted the UK’s number one food brand on social, acquiring over 30 million followers since 2016.

Award winning marketing campaigns for brands including Baileys, Heinz, Hellmans, Birdseye, Walkers and McDonalds saw Twisted sponsored content generate 55 million views in 2020.

Now, as a brand that influences the purchasing decisions of Gen-Z consumers, Twisted is now looking to leverage its market intelligence onto its own branded products across multiple food and non-food categories.

“As the UK’s number one food and drink brand on social we know the engagement we can deliver with Twisted digital content and, working with Golden Goose, we look forward to making Twisted branded products widely available for our growing audience to enjoy,” said Olly Johnson, md of ecommerce at Twisted.

Adam Bass, director of Golden Goose, added: “Consumers are desperate for innovation and, for Gen-Z, food is content for their feed.

“The Golden Goose team are excited to be working with the Twisted brand to deliver innovative, interesting and unserious food and food gifting products into multiple retail and direct to consumers.”

Multiple retail food sales grew by £9 billion in 2020 with line extensions into booming markets advancing at speed, so the Twisted licensing programme looks set to build on the successful Twisted Kitchen delivery-only restaurant and the bestselling Twisted cookbook.

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