Licensing agent is on board to extend the biscuits and sweets company’s portfolio of brands.
Yildiz Holding has appointed Beanstalk to serve as the exclusive brand extension agency for the Godiva, McVitie’s, Flipz and Turtles brands in a number of territories.
Under the terms of the agreement, Beanstalk will now represent Godiva in the U.S., Canada, Europe, Japan and China; McVitie’s in Europe; and Flipz and Turtles in North America. It will also aim to secure opportunities in close-to-core food categories such as beverages, desserts, ice cream, baked goods, snacks and baking products, as well as gifting, bakeware, housewares and publishing, among other categories.
Additionally, Beanstalk will also seek in-restaurant partnerships that would feature the brands on menu items.
“We are honored to have been selected by Yildiz Holding to extend its wonderful portfolio of brands,” says Allison Ames, president and chief executive officer, Beanstalk. “The common thread is their artisan nature, loyal consumer base and distinctive flavor profiles. Be it Godiva, McVitie’s, Flipz or Turtles, these sweet and savory treats are recognized and enjoyed by consumers all around the world. We look forward to creating exciting and innovative products for this incredible family of brands and further spreading its legacy.”