After appointing Metrostar and Brand Central as licensing agents for the U.K. and Ireland in 2020, Kraft Heinz has announced a raft of new consumer goods partnerships.  

The first deal for dress-up for kids and adults has been signed by Amscan, who will be bringing Heinz Tomato Ketchup and Beanz costumes to the market. YWOW Brands will be launching a new take on puzzles and products for the Heinz Tomato Ketchup, Beanz, Soup and Pasta ranges. Bioworld will be developing nightwear and daywear for Heinz Tomato Ketchup, Beanz, Pasta and HP Sauce. Roy Lowe will be designing socks and gifts, and Kimm and Miller will be creating a gifting program with additional products developed for Primark and other national retailers.  

“Innovation has been a huge priority area for us at Kraft Heinz,” says Daria Bashkatova, innovation manager, new ventures, Kraft Heinz Northern Europe. “As part of it, licensing is uniquely positioned to take our brands to new spaces in food and beyond. The partners we have selected so far were able to create new and exciting avenues for our brands to engage with consumers and we look forward to seeing the feedback as the products roll out into market”  

“The response to Kraft Heinz brands from licensees and retailers has been excellent and we’re delighted to welcome such experienced partners to the program,” says Claire Potter, managing director, Metrostar. “The development pipeline is very busy and new products will be hitting the shelves soon. Meanwhile, we’re working on a number of food initiatives and look forward to bringing news of those in 2022.”  

“We are so excited to welcome these partners to the Kraft Heinz licensing program,” adds Jodi Bogdanoff, senior vice president, licensing, Brand Central. “As we build the licensing program in the United States, Canada and now the U.K., consumers around the world are loving these unique and innovative products. We are looking forward to further innovating into new food and merchandise categories to build brand affinity in a way that we know fans of the Kraft Heinz brands will love!”  

Following the news of the new partnerships, Brand Central and Metrostar announced they will be continuing their hunt for partners in the stationery, kitchen and homewares, apparel accessories and tech accessories market at Brand Licensing Europe 2021.