Cereal brand will extend into baked goods, ice cream and more.

License Global

March 7, 2024

1 Min Read

Brandgenuity, one of the top 20 licensing agents in License Global’s 2023 Top Global Licensing Agents report, was selected as the exclusive licensing agency of record for Honey Bunches of Oats, a brand in the Post Consumer Brands Cereal portfolio and a leading family cereal in the U.S. The licensing agency will explore extending the cereal brand into snack bars, baked goods (breads, muffins, cookies), on-the-go snacks, frozen and shelf-stable breakfast items, ice cream and more. 

Honey Bunches of Oats launched 35 years ago and has been among the most successful family cereals. The franchise includes six flavor varieties, with Honey Roasted and Almond being the most popular flavors. Consumers can find Honey Bunches of Oats in more than 81,000 retail stores in the U.S., including Walmart, Costco, Sam’s Club, Kroger, Publix and Albertsons.  

“We selected Brandgenuity for their strategic thinking and expertise in the complexities of food licensing,” says Leah Broeders, head, licensing, Post Consumer Brands. “And what a perfect time to extend this brand – oats and oat-based products are in high demand, and growing millennial families love this brand.” 

“We are so excited to work on this iconic brand,” says Jay Asher, partner, Brandgenuity. “Food licensing is exploding, and unique, distinctive flavors are a key to success. This brand is beloved by kids and adults and is a favorite among Hispanic consumers as well. There is a lot to build on here.” 

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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