Kraft Heinz has chosen Brand Central to serve as the North American licensing agency for its more than 200 brands.

As part of the deal, Brand Central will handle licensing for the company’s various brands such as Planters, Kraft, Oscar Mayer, Jell-O, and Kool-Aid. The agency will explore product extensions for Kraft Heinz in the food and beverage, merchandise and lifestyle categories.

“It is the dream of any licensing agency to represent Kraft Heinz–a portfolio of the world’s favorite household brands with enormous brand affection,” says Ross Misher, chief executive officer, Brand Central. “The opportunities are tremendous, potential is untapped, and the demand is high. We are thrilled to help them extend into strategic new food and beverage categories and on-trend merchandise that will expand brand footprint and enhance brand loyalty.”

Brand Central has previous experience in the food and beverage category, representing brands such as Bubblicious, Tapatio and Sonic Drive-In. In June, the agency also inked a slew of deals for the Mondelēz company.

“After a thorough search, we are thrilled to select Brand Central as our licensing agency” says Christopher Urban, head, marketing, Kraft Heinz. “We feel that Brand Central has the right innovative approach to take our brands in new directions and the expertise to get it done.”

Brand Central is now accepting licensing proposals and is in the process of developing new partnerships for Kraft Heinz brands.