Smucker signs Brand Central as Licensing Agency Partner for Food, Beverage, Pet Products and Merchandise in North America
By Gary Symons
TLL Editor in Chief
The J.M. Smucker Co. has just signed Brand Central as its exclusive licensing agency for North America.
Smucker is a venerable and hugely successful food and pet product brand that is best known for its Jif peanut butter and Smuckers jams and jellies.
The company has a wide variety of other product categories, as it also produces Folgers and Cafe Bustelo coffee, pet products like Meow Mix and Milbones, and snack items like Smuckers Uncrustables.
The company has now tasked the global brand licensing agency Brand Central, a TLL Top 10 Licensing Agency, to extend its best-selling brands into new food, beverage, pet products and merchandise consumer product categories. Brand Central says it will strategically extend the The J.M. Smucker Co. brand portfolio across growing food ,beverage and pet categories, innovative merchandise partnerships and collaborations with leading brands.
“It is the dream of any licensing agency to be chosen to represent The J.M. Smucker Co.,” said Brand Central CEO Ross Misher. “Perhaps most excited is my dog Bailey and my cat Trixie, who are obsessed with Milk-Bone and Meow Mix, respectively. The opportunities are vast and the demand is high from potential partners.
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“We are honored that The J.M. Smucker Co. has entrusted Brand Central to help them lead this new initiative.”
Gail Hollander, Chief Marketing Officer of The J.M. Smucker Co., says Brand Central was selected because of its vast experience in building successful CPG consumer products programs.
“Our teams have done an incredible job of building brands consumers love and we are excited for the opportunity to expand this brand love in collaboration with Brand Central,” said Hollander. “Through its strategic expertise and creativity, Brand Central has established a proven track record of success. We look forward to partnering to find innovative ways to deliver our brands to fans and new consumers.”
The timing of the partnership is also key, as Brand Central will be featuring the J.M. Smucker Co. portfolio to potential partners at the upcoming Licensing Expo in Las Vegas from May 21-23 in booth #F154.
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