By Gary Symons
TLL Editor in Chief
Food and beverage licensing specialist Broad Street Licensing Group will represent JeL Sert, one of the world’s leading manufacturers of powdered drink mixes, dessert mixes, and freezer bars.
The Jel Sert Company this week appointed Broad Street as its outbound licensing agency of record. Through its partnership, Broad Street Licensing Group will develop a range of licensed products set to increase Jel Sert’s cross-category product extensions and introduce new audiences to its iconic portfolio of brands, which includes Fla-Vor-Ice, Otter Pops, Wyler’s Light, Pure Kick and more.
The Jel Sert Company is a family-owned business that’s been at the forefront of innovation in the food and beverage industry since 1926. The Jel Sert Company’s products are exclusively made in West Chicago, Illinois, with over 1,000 employees sharing the company’s passion for creating high-quality, high-value products.
As Jel Sert’s exclusive brand extension licensing agency, Broad Street will focus on expanding Jel Sert’s portfolio of brands into strategically aligned food and beverage categories. Immediate categories of interest include ready-to-drink beverages, workout supplements, fruit snacks, and confectionery.
For Jel Sert, Broad Street brings both a massive network of contacts in the food and beverage licensing industry. As one of TLL’s Top 20 Global Licensing Agencies, Broad Street also represents many of the world’s top food and beverage brands, but also has deep experience on the manufacturing side of the business.
“For nearly a century, Jel Sert has built a strong portfolio of iconic brands relevant to the modern consumer and trusted for their quality and value,” said Amy Pagels, VP of Licensing and Partnerships, The Jel Sert Company. “Our partnership with Broad Street Licensing Group represents an exciting opportunity to bring our brands to life in unique ways. We are eager to continue innovating in the food and beverage categories and introduce new products to the market while maintaining the quality and trust that define our legacy.”
Peter Cross, Director of Licensing at Broad Street, says his team is excited to work with The Jel Sert Company, which has both developed its own brands, but also introduced innovative products for other brands.
“We are thrilled to be chosen as Jel Sert’s brand licensing agency helping to showcase their iconic brands through new and innovative food and beverage products,” Cross said. “We’re excited to build a licensing program that will emphasize each brand’s distinctive imagery and commitment to delivering exceptional taste with high-quality ingredients. Together, we aim to offer consumers licensed food and beverage products that will delight and captivate their taste buds.”
To explore licensing opportunities with Jel Sert’s brands, including Fla-Vor-Ice, Otter Pops, Wyler’s, Wyler’s Light, and Pure Kick, contact Peter Cross, Director of Brand Licensing, at peter.cross@bslg.com.
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