Global licensing agency will expand the juice brand into a number of complementary food categories.

EUROPE–Beverage brand Welch’s has selected Brandgenuity to serve as its exclusive licensing agency in the U.K.

“This is just the perfect time to be expanding Welch’s in the U.K.,” says Teri Niadna, managing director, Brandgenuity Europe. “Moms are seeking healthier alternatives, and value real food. Plus, the functional benefits of grapes are aligned with current health trends. We look forward to building upon this great brand licensing program.”

Brandgenuity will now work to extend the juice brand into a variety of categories including frozen food, refrigerated and shelf-stable food, vitamins and supplements, beverages and food services.

The product line will be sold at a range of retailers including grocers, convenience stores and discounters.

Welch’s products are currently sold in approximately 40 countries around the globe. The brand’s existing licensing program includes 25 licensees in various categories.

“Successful licensing in international markets depends on having the right resources on the ground in the relevant countries and territories,” says Glenn Hendricks, head of global licensing, Welch’s. “We are thrilled that Brandgenuity will bring its local market knowledge to our expansion efforts in the U.K.”