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.