“After discussions with several licensing agencies, we are excited to select Metrostar and Brand Central to represent Kraft Heinz in the U.K. and Ireland,” says Olivia Hibbert, director, marketing, Northern Europe, Kraft Heinz. “We feel that Metrostar and Brand Central have the right innovative approach to take our iconic and much-loved brands in to new and exciting directions for the future.”
With more than 200 brands being sold in more than 200 countries – eight of which are billion-dollar brands – Kraft Heinz’s move into innovative licensed consumer products is part of a new brand direction and will bolster the £800 million sales of FMCG products in the U.K. and Ireland.
“Working with the global licensing team at Kraft Heinz, we are looking forward
After announcing its first collectible consumer products range with
in June, Kraft Heinz is already bringing the U.S. new ways to interact with its beloved brands and has now set its sights on the U.K. and Ireland.
“These brands are legends in British food, and we see great potential in a number of product areas,” says Claire Potter, managing director, Metrostar. “We’re thrilled to be representing Kraft Heinz and to be working, once again, with Ross and the team at Brand Central. Brand Central and Metrostar partnered previously on the U.K. licensing campaign for Krispy Kreme donuts. The campaign was nominated for Best Food & Drink License at the Brand & Lifestyle Licensing Awards, and Krispy Kreme won the Best Health & Beauty Range in 2018.”
Speaking at Licensing Week Virtual, Chris Urban of Kraft Heinz walked
and the licensing industry through the brand’s new licensing plans, the power of its heritage and more.
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