TLL Staff
Beanstalk has expanded its ongoing partnership with food giant Kellanova, to manage and grow the firm’s non-food lifestyle licensing program across Europe.
The move marks a new phase in the ongoing collaboration between the two companies and builds on Beanstalk’s long-standing representation of Kellanova across multiple global markets, including the United States, Latin America, Australia and Europe, for food and beverage licensing.
Under the expanded agreement, Beanstalk will now extend the reach of Kellanova’s iconic brands— including Corn Flakes, Coco Pops, Frosties, Krave (also known as Tresor), Crunchy Nut, and Pringles — into non-food lifestyle categories. These new ventures will target consumers through products in fashion, accessories, beauty, novelty and gifting, and back-to-school segments.
The focus, according to both companies, is to tap into “cultural relevance and consumer passion points” by offering fresh, trend-forward ways for fans to connect with the brands that have long been part of their lives.
“Kellanova is committed to creating better days and a place at the table for everyone through our trusted brands,” said David Lee, senior director of global licensing and cultural marketing at Kellanova. “Expanding into lifestyle categories in the European region through our partnership with Beanstalk will allow us to connect with consumers in new and meaningful ways, further bringing our vision and purpose to life.”
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Beanstalk notes that Kellanova’s cereal and snack brands hold deep nostalgia and emotional value for many consumers—particularly families, Millennials and Gen Z. The new licensing push aims to turn that sentiment into creative product experiences. Beanstalk’s role will be to identify and develop partnerships that combine the brands’ heritage with current cultural and design trends.
“We’re thrilled to be expanding our partnership with Kellanova in Europe to encompass lifestyle licensing,” said Ian Joynson, managing director of Beanstalk, EMEA & Asia. “This exciting next step builds on the strength of our global collaboration and opens up new opportunities to bring Kellanova’s iconic brands to life in fresh, relevant ways that are true to the spirit of their heritage.”
The expansion underscores the growing importance of lifestyle licensing as a strategic growth area for major food companies seeking to reach new audiences outside the grocery aisle. For Kellanova, whose global portfolio includes Pringles, Cheez-It, Pop-Tarts, Eggo, Rice Krispies Treats, and Special K, among others, lifestyle licensing provides a platform to extend brand storytelling into fashion and culture.
With its footprint now extending across all of Europe, Beanstalk is well-positioned to identify partners who can amplify Kellanova’s presence in both traditional and emerging retail channels. The agency, founded in 1992, has a long track record of translating established brands into innovative consumer experiences that drive incremental brand value.
Kellanova, which reported approximately $13 billion in net sales for 2024, has framed the partnership as part of its broader purpose-driven mission. The company’s “Better Days” initiative aims to improve the lives of four billion people by 2030 through efforts addressing hunger, sustainability, wellbeing, and equity and inclusion.