As Kraft Heinz continues to build its licensing program for its flagship food brands including Heinz, HP Sauce, Lea & Perrins, Amoy and Bull’s Eye, new representatives have been appointed to extend that program further into the U.K. and Ireland. 

“After discussions with several licensing agencies, we are excited to select Metrostar and Brand Central to represent Kraft Heinz in the U.K. and Ireland,” says Olivia Hibbert, director, marketing, Northern Europe, Kraft Heinz. “We feel that Metrostar and Brand Central have the right innovative approach to take our iconic and much-loved brands in to new and exciting directions for the future.” 

With more than 200 brands being sold in more than 200 countries – eight of which are billion-dollar brands – Kraft Heinz’s move into innovative licensed consumer products is part of a new brand direction and will bolster the £800 million sales of FMCG products in the U.K. and Ireland. 

“Working with the global licensing team at Kraft Heinz, we are looking forward to expanding our program beyond the U.S. and Canada and into Europe,” says Ross Misher, chief executive officer, Brand Central. “There is an enormous global opportunity for Kraft Heinz across territories with their portfolio of strong brands. Metrostar is the perfect partner to launch into this new market with their expertise in food licensing and strong retail relationships. Kraft Heinz brands have a huge emotional connection with consumers in the U.K., who grew up eating these products and continue to enjoy them today.” 

After announcing its first collectible consumer products range with YouTooz in June, Kraft Heinz is already bringing the U.S. new ways to interact with its beloved brands and has now set its sights on the U.K. and Ireland. 

“These brands are legends in British food, and we see great potential in a number of product areas,” says Claire Potter, managing director, Metrostar. “We’re thrilled to be representing Kraft Heinz and to be working, once again, with Ross and the team at Brand Central. Brand Central and Metrostar partnered previously on the U.K. licensing campaign for Krispy Kreme donuts. The campaign was nominated for Best Food & Drink License at the Brand & Lifestyle Licensing Awards, and Krispy Kreme won the Best Health & Beauty Range in 2018.” 

Speaking at Licensing Week Virtual, Chris Urban of Kraft Heinz walked License Global and the licensing industry through the brand’s new licensing plans, the power of its heritage and more. Read the full interview here.