By Gary Symons
TLL Editor in Chief
Brandgenuity has been selected as the exclusive licensing agency of record for Honey Bunches of Oats, the top family brand in the Post Consumer Brands Cereal portfolio and a leading family cereal in the United States.
Brandgenuity will explore extending the mega brand into snack bars, baked goods (breads, muffins, cookies), on-the-go snacks, frozen and shelf stable breakfast items, ice cream and more.
The brand launched 35 years ago and has been one of the most successful family cereals in the world. Over the years, the brand has expanded with six different flavor varieties, although every bowl includes the company’s successful combination of crispy flakes, crunchy oat clusters and a touch of honey.
Consumers can find Honey Bunches of Oats in more than 81,000 retail stores, including Walmart, Costco, Sam’s Club, Kroger, Publix, and Albertsons. Brandgenuity notes that Honey Bunches of Oats boasts incredible brand awareness at more than 93% of those surveyed, as well as impressive household penetration. One in every five households has a box of HBO in the pantry, and it is the number one cereal brand among Hispanic consumers, according to market data.
Brandgenuity’s job is to take that existing popularity and extend the brand beyond the cereal aisle.
“We selected Brandgenuity for their strategic thinking and expertise in the complexities of food licensing,” said Leah Broeders, Head of Licensing at Post Consumer Brands. “And what a perfect time to be extending this brand. Oats and oat-based products are in high demand, and growing millennial families love this brand.”
Honey Bunches of Oats is already used outside of the breakfast occasion as a snack, a topper and in baking, which means extension possibilities abound,” said Jay Asher, Partner at Brandgenuity.
“We are so excited to work on this iconic brand,” Asher added. “Food licensing is exploding, and unique, distinctive flavors are a key to success. This brand is beloved by kids and adults and is a favorite among Hispanic consumers as well. There is a lot to build on here.”
For more info on how Honey Bunches of Oats can elevate your product line or help you to reach new consumers, you can contact the agency for licensing opportunities at info@brandgenuity.com.
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