Krispy Kreme Doughnut Corporation has appointed licensing agency Brand Central to expand its bakery brand.

Brand Central will initially focus on the development and manufacturing of Krispy Kreme-branded coffee products for wholesale channels including grocery, mass merchandisers and club stores.

Krispy Kreme, which was founded in 1937, currently has more than 785 locations in 22 countries around the world.

The food category is a familiar one for Brand Central, which also represents the Dr. Pepper Snapple Group, Necco Sweethearts and Masterchef brands.