What’s Cooking in Food and Beverage Licensing?

Food and beverage licensing continues to be on the rise. Global sales revenue from licensed merchandise was up 5.3% from 2022 to 2023, according to the Licensing International Global Licensing Industry Study, signaling a growing opportunity for licensed products in the F&B market. Agents backed this up in the survey, saying that more companies are licensing food and beverage, and appetite for these collaborations is growing among consumers. License Global’s data has shown F&B as the third most-searched-for category among its audience. These data points suggest that licensing professionals not only see the space as a business growth opportunity, but consumer behavior corroborates it.

New Holland Brewing & Distilling Co.’s Dragon’s Milk Dungeons & Dragons beer

Licensing for Food

From grocery stores to meal kits and restaurants, consumers have more options than ever when it comes to licensed food products.

Co-branded sauces, desserts, frozen meals, alcoholic beverages and more are lining store shelves. New Holland Brewing & Distilling Co. announced a new Dragon’s Milk product line in collaboration with Hasbro’s Wizards of the Coast division to celebrate the 50th anniversary of Dungeons & Dragons. V8 and Grillo’s Pickles announced a new Bloody Mary Mix, combining V8 tomato juice with a natural cucumber and spice flavor from Grillo’s signature brine. Pringles recently brought back its “Hot Ones”-inspired flavors. Even upcoming IPs like “Wicked” are getting in on the F&B fun, with Absolut unveiling cocktails and experiences and Betty Crocker revealing a cupcake mix inspired by the film.

Related:Special Report: Food and Beverage Licensing Stays Hot

Restaurants offer themed meals or even licensed merchandise for IPs. Kura Sushi, a revolving sushi bar with locations in Japan, Taiwan and the U.S., announced a new partnership with Nintendo of America to feature the “Pikmin” video game franchise at locations across the U.S. Through Kura Sushi’s Bikkura Pon Prize System, guests can take home an array of exclusive Pikmin collectibles, including acrylic swing keychains, magnetic bookmarks and phone mounts and a rare Pikmin Trio acrylic swing keychain, available in limited quantities. Kura Sushi Rewards Members are also eligible for a Pikmin x Kura Sushi T-shirt as part of an exclusive in-store giveaway. 

“We have designed the collection to enhance the dining experience and transport guests into the whimsical world of ‘Pikmin’ as they enjoy our authentic Japanese cuisine,” says Sally Kurosaki, promotions and licensing manager, Kura Sushi USA.

Meal kits and food sets also have licensed options. Williams Sonoma announced the launch of an exclusive collection with chef and restauranteur, Jean-Georges Vongerichten, including eight food products. The meal kit service, HelloFresh, tapped into “Friends” with a trifle meal kit, inspired by one of the show’s Thanksgiving episodes.

Related:Keeping up with Fashion Licensing Trends

“‘Friends’ is an iconic show, and the Thanksgiving episodes are especially memorable, so recreating Rachel’s English trifle-meets-shepherd’s pie mashup was an exciting culinary challenge for us,” says Michelle Doll Olson, senior culinary development manager, HelloFresh U.S.

HelloFresh x “Friends” meal kit

Food and Fitness Licensing

Fitness-loving consumers are turning to licensed merch to hit their protein goals, boost energy and more. Street’s Golden Gaytime has partnered with health food and supplement company, Macro Mike, to launch a limited-edition Golden Gaytime-inspired Almond Protein Powder. C4 Energy announced a partnership with The Hershey Company, transforming well-known candy brands like Jolly Rancher, Hershey, Reese’s and Bubble Yum into a line of energy drinks, pre-workout supplements and protein powders. Fit Butters, known for its premium nut butters, worked with the team at Post Consumer Brands to create two new cashew butters inspired by Fruity and Cocoa PEBBLES cereals.

Even sport and fitness brands are extending into the F&B space. Reebok has announced a partnership with Generation Joy, to distribute Reebok-branded protein and collagen, vitamins, pre- and post-workout supplements and hydration supplements in the U.S. and Canada.

“A performance line of nutritional supplements is a natural extension for Reebok, reinforcing its commitment to sports and wellness,” says Steve Robaire, executive vice president, Reebok at Authentic. “These natural extensions give way to endless licensed consumer product opportunities for food lovers, fitness lovers and beyond.”

Reebok x Generation Joy protein powder

Fashionable Foodies

Everybody needs food, and a lot of people adore food. So much, in fact, that food items have become pop-culture icons, resulting in the creation of numerous fashion collections inspired by food.

Take celebrity stylist, Law Roach, who recently teamed with Pepsi to create a fashion line.

“Working with Pepsi is an opportunity to merge two worlds I know so well – fashion and pop culture,” says Roach. “This collection is a celebration of individuality and self-expression, values that Pepsi and I both share. Together, we’ve created a collection that will help people embrace their unique style while leaning into the history and iconic energy of the Pepsi brand.”

High-end fashion brand, kate spade new York, has also joined in on the foodie merch trend, creating accessories inspired by M&M’S.

“The M&M’S brand has long been committed to bringing people together through colorful fun,” says Jane Hwang, general manager global, M&M’S. “Partnering with a brand like kate spade new york, known for joy, and everyday celebrations, is the perfect complement this holiday season. We hope the special collection will surprise and delight our fans as they rock their favorite brands in an iconic new way.”

Pop-Tarts announced the debut of the Pop-Tarts Crunchy Poppers Pullover in celebration of the brand’s new bite-size snacks. These jackets were made in collaboration with upcycling clothing designer, Andrew Burgess of Vivid Visions.

Those who want to emulate food for the Halloween season had plenty of options this year, as well, with Spirit Halloween boasting Butterfinger costumes and Rasta Imposta releasing International Delight Coffee Creamer costumes.

By building a cultural moment or lifestyle around a food brand, companies have an opportunity to leverage consumer love for food in a whole new way. Enthusiasm for food, restaurants and more can be communicated through licensed merchandise. Not only is this a space to watch, it’s also a space the licensing industry can continue to capitalize on.

Celebrity stylist, Law Roach, wearing the Pepsi apparel line he helped design

This story was taken from the December 2024 issue of License Global. Read the full issue here …