Kraft Heinz has appointed global brand consultancy Brand Central to handle outbound licensing and expand its brands into new lifestyle and food and beverage consumer product categories.
Brand Central will further aim to develop a robust portfolio of licensed products for Kraft Heinz across food, beverage, experiential and merchandise categories for North America. Kraft Heinz and Brand Central have begun accepting proposals across multiple categories and will announce their first licensing partners shortly.
Christopher Urban, head of marketing at Kraft Heinz said: "After a thorough search, we are thrilled to select Brand Central as our licensing agency. We feel that Brand Central has the right innovative approach to take our brands in new directions and the expertise to get it done."
Ross Misher, Brand Central's chief executive, added: "It is the dream of any licensing agency to represent Kraft Heinz - a portfolio of the world's favorite household brands with enormous brand affection. 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."