Alacer has tapped IMC Licensing to manage a brand extension program for Emergen-C, a immune system supporting powered drink mix.

As agent, IMC Licensing plans to extend the brand into a wide range of products. Alacer has not yet announced planned product categories.

"We are delighted to represent Emergen-C to build on its legacy of innovation and expand its line of nutritionally enhanced products," says Cara Bernosky, IMC Licensing's president and co-founder. "We plan to leverage Emergen-C's broad consumer awareness and strong brand equity to allow consumers to use Emergen-C in new ways and for new occasions, reinforcing the brand's message of support for an energetic, healthy lifestyle."

IMC Licensing has also worked with companies such as Duncan Hiens, Tabasco, Valvoline, General Mills, Butterball and Borghese.