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Metrostar, Brand Central, Kraft Heinz Share Festival of Licensing Plans

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Kraft Heinz brands will be on display at Festival of Licensing.

Metrostar has confirmed it has signed up for Festival of Licensing and will be working with a new client, Kraft Heinz, to use the event as a platform for a hard launch of its brands into licensing.

“Our workshops have generated some great new product ideas for these iconic brands,” says Claire Potter, managing director, Metrostar. “The opportunity to extend is significant, and we’re looking forward to talking with potential partners in food and non-food about our thoughts. The Festival of Licensing couldn’t have come at a better time for us.”

The companies, along with global licensing agent Brand Central, have been working with Kraft Heinz brand teams on strategies for each of the brands in the U.K., and have identified their key priorities for the show. Metrostar reports that early conversations are going well, with high levels of interest among both retailers and licensees, and Festival of Licensing provides the ideal platform to introduce Kraft Heinz brands to the broader licensing industry.

“With unmatched strength in brands spanning across categories with over £800M in U.K. and Ireland sales, we are excited to take these iconic and much-loved brands into new and exciting directions for the future,” says Olivia Hibbert, marketing director, Northern Europe, Kraft Heinz.

A variety of Heinz sub-brands will be on show, including Tomato Ketchup, Baked Beans, Salad Cream, Cream of Tomato Soup, Spaghetti Hoops, as well as other brands in the company’s portfolio, such as HP Sauce, Lea & Perrins, Amoy and Bull’s Eye.

Both Metrostar and Brand Central are exhibiting at Festival of Licensing, a month-long large-scale digital gathering that unites the global licensing industry to connect, learn, strike deals and do business on an international stage. The event takes place Oct. 6-29. Register for free now!

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