License Global is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Baileys Bakes Tasty Deal with Bahlsen

Baileys Bakes Tasty Deal with Bahlsen

Beanstalk, the exclusive brand extension licensing agency for Diageo, brokered the deal.

Beanstalk, the exclusive brand extension licensing agency for Diageo, has brokered a deal between Baileys and German biscuits and cookies maker Bahlsen.

The agreement will see Bahlsen create Ohne Gleichen and Comtess treats inspired by Baileys. Bahlsen’s Ohne Gleichen Baileys is a crispy wafer filled with Baileys-flavored cream and topped with a layer of milk chocolate. Bahlsen Comtess Baileys is a two-toned Baileys-flavored cake and decorated with cocoa icing.

Both products launched last month in grocers across Germany and Austria.

“Baileys is characterized by its indulgent taste, exquisite quality and distinct flavor, all of which is captured perfectly in Bahlsen Ohne Gleichen Baileys and Bahilsen Comtess Baileys with biscuit specialists, Bahlsen,” says Lisa Reiner, managing director, Europe and Asia Pacific, Beanstalk.

The deal adds to Baileys’ growing list of licensing partners. Earlier this year, Baileys partnered with Kraft Heinz for a line of non-alcoholic coffee.

Hide comments

Comments

  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Publish