General Mills has tapped Nifty Home Products to create a line of Betty Crocker-branded bakeware and cookware accessories that will debut at retail later this year.
JRL Group, Nifty’s licensing agency, brokered the deal.
The collection will debut with oven accessories including cooling racks, oven racks and roasting racks.
“We are delighted to be a part of the General Mills family,” says Frank Tiemann, president, Nifty Home Products. “Betty Crocker and Nifty represent the perfect pairing as both have the goal of making the home cook successful in the kitchen.”