April 6, 2018
Publisher signs first licensing deal for Shape and brings EatingWell to a new category.
Media and marketing company Meredith has signed two new licensing deals for EatingWell-branded frozen food and Shape-branded activewear.
Bellisio Foods has signed a multi-year deal to create EatingWell-branded healthy frozen foods, while Apparel Bridge will develop a line of Shape activewear.
This is Meredith’s first licensing deal for the Shape brand, which it acquired in January 2015, and the Bellisio deal marks the publisher's first expansion into the retail consumable food category.
“We’re excited to expand on our successful licensing programs with our first licensing partnership for the EatingWell brand,” says Elise Contarsy, vice president, Meredith Brand Licensing. “Licensed products are one of our biggest growth categories including existing partnerships between Better Homes and Gardens and Walmart, Realogy and FTD and Allrecipes’ partnership with Clipper on a line of cookware, bakeware and kitchen gadgets.”
Meredith and Bellisio will collaborate on the selection and development of recipes, with all recipes meeting the health parameters of the EatingWell brand. The editors of EatingWell will also provide inspiration and taste-testing expertise throughout the process.
EatingWell frozen products will be available at supermarkets and retail grocery stores across the U.S. this fall. At launch, the line will focus on single-serve frozen entrees, with multi-serve meals, appetizers, sides, snacks, vegetables, breakfast items, desserts and bread to be added at a later date.
Meanwhile, Meredith’s licensing agreement with Apparel Bridge will present a new activewear collection that is designed for women. The collection is now available at DicksSportingGoods.com, Kohls.com and Equinox Gyms, with additional retail partners, including Amazon, to be added soon.
“Our acquisition of Shape extends to all aspects of corporate growth including licensing,” says Contarsy. “We are excited to work with our partner Apparel Bridge to showcase the value of the Shape brand beyond print, and bring a line of athleisure clothing to women looking for the perfect combination of performance, comfort and fashion.”
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