Brand Central to Rep Snyder’s-Lance

Snack foods manufacturer Snyder’s-Lance has signed Brand Central as its licensing agency for for its portfolio of brands, which include Snyder’s of Hanover, Lance, Cape Cod, Pretzel Crisps, Snack Factory and more.

April 6, 2018

U.S.-based snack food company enters into licensing with new representation.

“Synder’s-Lance has an amazing portfolio of snack brands that have permission to extend way beyond their current snack categories into new food spaces,” says Ross Misher, chief executive officer, Brand Central. “We are also going to help Snyder’s-Lance acquire strategic licenses with leading licensors to drive sales and create new platforms for growth.”

Brand Central will initially focus on pretzel brand Snyder’s of Hanover, with an eye on extensions such as pretzel bread, pretzel snack bars, dips, as well as restaurant partnerships. Another initial focus will be potato chip brand Cape Cod, for which the agency will target extensions such as fresh dips, baking coatings and frozen potato french fries.

The company will also seek brand extensions for Lance and look to bring the Stella D’oro

brand to new categories including Italian dessert products and coffee.

“We are thrilled to have Brand Central as our agency for our portfolio of brands,” says Rod Troni, chief marketing and innovation officer, Snyder’s-Lance. “Their experience with leading CPG food and beverage brands combined with their vision for our brands made them a natural choice for our licensing agency.”