By Allison Watkinson
TLL Reporter
Earthbound Brands has announced a partnership with WW (formerly Weight Watchers) to expand its official licensing portfolio.
Earthbound is a leading product design, licensing, and brand growth company that expands the reach of brands in the market on a global scale.
“We are delighted to have partnered with Earthbound Brands to expand our licensing business.” said Jon Mandell, SVP of Global Membership & Commerce at WW. “We are excited to continue to provide more resources to empower our members — and community at large — with liveable solutions that inspire healthy habits for real life.”
The new licensed consumer product programs include partnerships with notable food companies General Mills and Aunt Millie’s.
General Mills will offer a free one-month WW membership with the purchase of two or more boxes of Fiber One Bars. The offer will be available on select products through major grocery channels in early 2022. This offer will be followed by a selection of WW co-branded products available through 2024.
In collaboration with bread company Aunt Millie’s, WW will offer three flavors of WW-branded bread including Potato, Honey Wheat, and Oatmeal. The assorted breads are currently available for purchase at Walmart in the Midwest region.
“We are thrilled to be expanding the WW product portfolio in the food space,” said Jeff Cohen, Co-Founder, and CEO of Earthbound Brands. “We are looking forward to continuing to create more ways for customers to engage with the brand through strategic product and licensing programs, making it easier for consumers as well as WW members to reach their wellness goals.”