Nadiya Hussain Extends Schwartz Partnership

Nadiya Hussain’s licensing partnership with the Schwartz brand has been extended. Initially launched in 2023, the range won a B&LLA’s Award for Best Food or Drink Licensed Product earlier this year.  

Building on the success of the first range, Schwartz has developed a new range of products in tandem with the media personality, Nadiya Hussain. The range, including recipe mixes, recipe kits, curry shots, sauces and side seasonings, has been launched as an exclusive to Tesco. The new range is themed around world flavours and focuses on curries of the world and has been designed to bring vibrant and diverse flavours of the world into U.K. homes in an “easy-to-use” way.  

Nadiya Hussain’s licensing programme features other partners, including Prestige for cookware and Woodmansterne for greetings cards. Hussain also has a long-term publishing partnership with Michael Joseph, an imprint of the Penguin Random House company, whilst BBC2 broadcasts her TV shows. Hussain’s latest show, “Cook Once, Eat Twice,” aims to show viewers how they can make their ingredients stretch further. She is also a regular guest at a range of U.K.-based food events and festivals.  

“Seeing Schwartz add to their range of Nadiya products is a real endorsement for her popularity and the success of the range,” says Ian Downes, director, Start Licensing, Nadiya Hussain’s licensing agency. “The partnership between Schwartz and Nadiya is one that is built on authenticity and a real sense of collaboration. We have been pleased with the steady rise of Nadiya’s brand in the licensing ranks – the licensing programme has now picked up three Bellas Awards, a real measure of qualitative success. BLE is a great forum to meet other licensees and retailers who want to work with Nadiya.” 

To find out more, visit Start Licensing at stand A234.