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Beanstalk Brokers Deal for Baileys, Jessica Pastries

Baileys is making its way to the dessert aisle with Jessica Pastries thanks to a deal brokered by Beanstalk.

Baileys and Jessica Pastries, the producer of in-store bakery desserts, have partnered to introduce Baileys desserts to grocery stores across Canada.

Jessica Pastries is bringing the Baileys flavor to in-store bakeries with a chocolate mousse cake made with ganache, mousse, sponge and chocolate shavings, as well as a double brownie cake with chocolate brownie wafers smothered with a Baileys flavored white chocolate ganache. The Baileys Mousse cake is available at Metro Grocery stores across Canada.  The Baileys Double Brownie cake is available at Sobeys stores launching Father’s Day 2020. Jessica Pastries will also introduce two new Baileys desserts this holiday season, including mini-salted caramel cheesecake ramakins and a Christmas log.

“We started on the Baileys adventure two years ago with the idea of simply gaining a few extra product facings to our existing shelf space in the bakery sections in retail grocery venues,” says Eric Walfish, director, business development, Jessica Pastries. “What we are learning is that the power of the Baileys brand coupled with the creative skills of our product development team, so far has resulted in [a] fantastic response from the retail grocers and their customers.  We look forward to building on this excitement by expanding our Baileys dessert offerings and sharing it with all Canadians coast to coast for many years to come.”

Beanstalk, Diageo’s brand extension licensing agency, secured the partnership with Jessica Pastries.

For Beanstalk, the deal marks another collaboration for its client portfolio. The agency recently discussed its approach to licensing in a sponsored a panel at Licensing Week Virtual. Beanstalk’s panel, “Consumers, Brands and Retailers: Adapting in the New Reality,” explored the future state of retail, branding and consumer behaviorRegister for the first-ever Licensing Week Virtual to watch the full session on-demand.

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