BLE Confirms Cooking TV Top Talent

TV chef, author and presenter Nadiya Hussain will take part in a live Q&A at Brand Licensing Europe as part of the show’s food and beverage theme for 2018.

License Global

February 14, 2019

5 Min Read

TV chef, author and presenter Nadiya Hussain will take part in a live Q&A at Brand Licensing Europe as part of the show’s food and beverage theme for 2018. In the show’s brand new BLE Kitchen, MasterChef 2018 winner Kenny Tutt will cook various dishes, and Guinness sommelier Ian Colgan will reveal how to pair beer with food.

Nadiya, who won “Great British Bake Off” in 2015 and who is represented by Start Licensing, will be interviewed live in the Brands & Lifestyle Theatre from 10:30–11:15 a.m. on Tuesday, Oct. 9.

“This is a real coup for BLE,” says Anna Knight, brand director, BLE, “as Nadiya has become a huge broadcasting sensation in her own right since ‘Great British Bake Off’ and is somewhat of a national treasure in the making. Her journey since winning GBBO, including a move into licensing, will be fascinating for our visitors to hear–we’re thrilled to have her on board.”


Global content creator, producer and distributor Endemol Shine Group will host two sessions in the BLE Kitchen on Wednesday, Oct. 10 between 11a.m.-12 p.m. and 3 p.m.-4 p.m. to showcase its portfolio of brands, including MasterChef.

In addition to presenting live cooking demos, two of the show’s MasterChefs will host mystery box challenges with the audience, who will have a chance to win mini mystery box gifts.

“It’s great to be a part of BLE once again, and this year’s theme offers the perfect occasion to showcase one of our biggest brands, MasterChef,” says Jane Smith, group director, brand licensing and gaming, Endemol Shine Group. “On Wednesday, Oct. 10, we will be hosting two live sessions in the food activation area with some top finalists from the show, including this year’s U.K. winner Kenny Tutt. MasterChef is a phenomenal brand that resonates with global audiences both on and off air, and our sessions will be a great opportunity for all attendees to come and experience the world of MasterChef.”

On Oct. 9, Diageo will have the chance to don the BLE Kitchen apron with a fascinating live demo called “Guinness® & Food: The Perfect Pairing.” A cooking demonstration will be carried out by a chef from the world-famous Guinness Storehouse in Dublin, who will bring to life the unique profile of Guinness in two dishes incorporating food from the existing licensing program. Guinness sommelier Ian Colgan will also talk through the process of beer and food pairings and couple each dish with a complementary Guinness beer variant.

On Thursday, Oct. 11, Georgian bakery brand Brotmeister will be demoing how they make their famous bread throughout lunchtime and early afternoon.

In addition to GUINNESS and MasterChef, F&B brands at BLE 2018 will include BA®, Captain Morgan, Johnnie Walker®, TGI Fridays, Godiva, McVitie’s, Chupa Chups, Pimm’s, Beck’s, Budweiser, Corona, Leffe, Stella Artois, Welch’s, Hershey's Kisses, Jolly Rancher, The Cheesecake Factory, Coca-Cola, Hershey's, Jelly Belly, Reese's, Häagen-Dazs, Yogen Früz, Krispy Kreme, Clandestine Cake Club, Britvic, Chewits, Kellogg's, Pringles, Jane Asher and SLUSH Puppie, Leon, Cereal Killer Cafe, Malibu, Barratt, Butterkist, Family Food Fight and Ready Steady Cook.

Exhibiting agents will also be representing a number of high-profile F&B personalities at BLE, including Joe Wicks, Mary Berry, Jane Asher, Paul Hollywood, Gordon Ramsay, Oz Clarke, Rachel Allen, Paul Rankin and Anthony Worrall Thompson.

BLE Visitors can also get involved in special sampling opportunities at the show, including:

Pink Key Licensing – Pan Am stewardesses will be serving sample-sized glasses of prosecco each afternoon at 4 p.m.

Chupa Chups – visitors will be treated to mini Chupa Chups donuts on day one

Beanstalk - Baileys cupcakes, Baileys chocolates and other lovely confectionery treats will be on the stand

Global Merchandising Services – visitors can pick up a Joe Wicks recipe card for his Thai green curry with prawns featured in his No. 1 tailored fat loss program, the 90 Day Plan, and a sample of their brand new 330ml cans of Motorhead’s “Road Crew” beer

Tradheir – visitors will be treated to FerdaLondonby Tradheir-branded chocolates


Three Brands & Lifestyle theatre sessions will chart the journey of F&B licensing:

Tuesday, Oct. 9 2:30-3:00 p.m.

Earning the right to approach food licensees

Will Stewart, Managing Director, The Point. 1888

Bethan Garton, Retail & Brand Director, The Point. 1888

Wednesday, Oct. 10 1:30-2:00 p.m.

Panel Discussion: How to build a successful food licensing program

Moderator: Serena Sibbald, VP Brand Development, Beanstalk

Panelists: Christine Cool, Licensing Manager, Chupa Chups; Declan Hassett, Senior Brand Licensing Manager, Diageo

Wednesday, Oct. 10 2:30-3:00 p.m.

How to keep innovating with F&B brands in licensing

Christine Cool, Licensing Manager, Perfetti Van Melle

Marta Ballesteros, Licensing Manager, Perfetti Van Melle

“The licensing of food and beverage brands has seen significant growth in the past few years, with the U.K. leading the way in terms of innovation and brand-enhancing products. This is especially true in consumables where innovations in flavor profile delivery have resulted in numerous new launches in food and beverage categories for Beanstalk’s clients in 2018,” says Serena Sibbald, vice president, brand development, Beanstalk. “To this end, we are delighted to be hosting a very exciting panel this year at BLE to discuss How to Build a Successful Food Licensing Program, with some terrific industry experience. I will be joined by Declan Hassett, senior licensing manager at Diageo, and Christine Cool, international brand licensing manager at Chupa Chups. We will explore what needs to be put into place to secure food licensees, together with mechanisms for ongoing licensee and retail support. Real-life case studies will be discussed from the brand owners’ own experience, together with a look at future priorities and trends.”

“We are so excited by this year’s F&B line up–it’s always brilliant when we have the opportunity to bring licensing to life, and what better way to do that than with MasterChefs, a Guiness sommelier and a ‘Great British Bake Off’ winner,” says Knight. “BLE’s 2018 food and beverage was selected due to its rapid growth–global retail sales of F&B licensed products in 2017 were valued at $16.3 billion, rising 4 per cent from the same figure in 2016 and growing by $1 billion+ since 2015*–and constant reinvention within licensing. In addition to an extensive range of exhibitors representing food and beverage, restaurant or culinary brands, attendees can also meet character and entertainment brands showcasing their food and beverage ranges–it’s going to be a really insightful experience.”

BLE is the definitive event for the licensing industry in Europe, taking place Oct. 9-11 at Olympia London. Over 7,500 retailers, licensees and marketers are expected to attend, over one third of whom will travel to London from overseas.

Read more about:

Brand Licensing Europe

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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