TLL FEATURE
By now, everyone in the food and beverage industry should know Broad Street Licensing Group.
Not only are they one of the top 20 licensing agencies in the world but Broad Street is considered to be in the top two in food and beverage licensing.
Broad Street isn’t your average brand licensing agency—they’re a global brand licensing powerhouse agency, passionate about creating innovative and successful retail programs that strengthen the bond between leading food and beverage brands, manufacturers, their loyal consumers, and future new fans.
Broad Street’s track record for facilitating licensing deals have generated well over a billion dollars in retail sales worldwide for clients including Subway, Burger King, SeaPak Seafoods, Playboy, Farm Rich Foods, Hard Rock, Old World Foods and Tony Roma’s, to name a few.
For almost 30 years, the agency has had a laser focus on the food and beverage industry, one of the most complex categories to license brands into. “Early on, we decided to carve out this space because few companies were paying attention to it. While other agencies have made moves into those categories, we’ve built a unique expertise in the sector over the past 28 years,” said Peter Cross, Director of Licensing.
“Broad Street works alongside the world’s best known consumer brands and manufacturers on both the outbound and inbound representation. We’ve represented large companies as well as smaller but impactful brands and everything in between — from Subway and Burger King, to SeaPak Seafoods and Old World Foods – they’ve all trusted us to execute the strategic visions they have for their brands and products,” added Carole Francesca, Broad Street’s President.
Their latest client for outbound brand representation is the Jel Sert Company’s top-selling, iconic brands including Wyler’s Light, Fla-Vor-Ice, Otter Pops and Pure Kick. Broad Street is working to secure impactful licensing opportunities for each brand including beverages, candy, confectionary, snacks, ice cream and supplements categories.
As a powerhouse manufacturer of powdered drink mixes and frozen novelties, Jel Sert stands at the forefront of innovation in the beverage and dessert industry. Preparing to celebrate its 100-year anniversary in 2026, the company produces tens of billions of freezer pops and “Singles to Go” stick packs each year. The Wyler’s Light, Flo-Vor-Ice and Otter Pops brands are sold in over 100,000 retail doors across the country, including mass, grocery, c-store, club and value channels, commanding a significant presence on retail shelves.
Most recently, they launched a line of Wyler’s Light flavor lineups inspired by fans and consumers on TikTok’s #watertok which sold out three times in the past four months! Demand has been so strong that the products have been backordered across retail and Amazon platforms, selling out again.
“These brands are incredibly popular with consumers who love their sugar free, vitamin-rich and delicious flavors,” said Francesca.
“Licensees couldn’t ask for a more committed strategic partner than Jel Sert, which is passionate about collaborating with licensees to explore unique and innovative ways to develop and launch products,” emphasized Cross. “Their goal is to not only expand their retail brand presence, but also create mutually beneficial opportunities driving growth across multiple categories.”
This passionate commitment to innovation sets Jel Sert apart from other licensing partners, opening doors that lead to unique opportunities.
In addition, Jel Sert is dedicated to infusing the same drive for creativity and innovation into their promotional strategies for their licensing partnerships.
“It’s important to cultivate close partnerships with our licensees to not only expand our brand presence but also create mutually beneficial opportunities that drive growth, sales and consumer awareness,” said Amy Pagels, Jel Sert’s VP of Licensing. “These promotional initiatives will play a crucial role in setting our licensed brands apart in the marketplace.” Pagels reinforced the company’s commitment to providing robust support for product launches and marketing endeavors extending across a variety of channels, including an extensive influencer network and strategic PR initiatives, bolstered by a prominent Amazon presence and dynamic engagement on social and digital platforms.
Cross says it’s the opportunity to build these types of creative, impactful programs with clients who collaboratively support their licensing partners that makes it exciting to come to work every day.
Broad Street’s secret (not so secret) ingredient is an unwavering focus on the effectiveness of their work, backed by rich, long-lasting relationships and the most persuasive channel of all: word of mouth recommendation. They approach every project with a strategic and creative mindset, ensuring that their team delivers great programs and collaborations for every client.
“I think at the end of the day, what sets us apart is that we are very passionate about what we do in the food and beverage space. It’s where we live all day, every day,” Cross said.
If you’re searching for ways to extend your brand into food & beverage or if you are a manufacturer seeking brands to elevate your retail sales through licensing, your first call needs to be to one agency: Broad Street Licensing Group. https://bslg.com/contact/