Pfizer Consumer Healthcare has appointed IMG to develop a U.S. licensing program for its vitamin drink mix Emergen-C.

The multi-year deal will focus on an array of consumable goods including food, beverage and health and beauty aids.

“Emergen-C is a highly recognizable brand with a loyal following and strong potential for strategic brand extensions," says Joshua Romm, vice president, licensing, IMG. “The brand will be a great addition to our portfolio and is another example of our capability to deliver for clients beyond the world of sport. We look forward to working with the Pfizer Consumer Healthcare team on developing the licensing program.”