TOTAL LICENSING
FOOD FOR THOUGHT
IMC Licensing: 2007 Food Licensing Report
Food licensing – a term we at IMC Li- than 64 oz – although consumers bearing their image. Since many of
censing use to mean any food or bev- would never know the difference. these are connected with the launch
erage product that features a licensed of new films, they are rarely expected
brand or trademark – generates at Food Licensing: How? to have long shelf-lives, but there are
least $15-20 billion in retail sales each exceptions when the brand itself has a
IMC Licensing:
year. While year-to- At IMC Licensing, we identify 4 pri- long life with children or movie-goers.
2007 Food Licensing
year growth (as for the mary categories of food licensing: A dominant example of the latter is
Report
licensing industry in Dora the Explorer, an entertainment
by Cara Bernosky
general) is difficult to Flavor/ingredient branding property featured in dozens of food
and Stephen Reily
measure, we believe or co-branding – where a categories, which has generated more
food licensing rep- food brand’s unique flavor than $5 billion in retail sales through
resents the single attributes give a licensed 2006.
largest segment of product meaning. In the
the licensing indus- fast-growing jerky and Food Licensing: Trends 2007
try – and one of meat snack category, a
growing importance recent success was the In 2007, we have identified several ma-
to manufacturers 2006 launch of Jack Link’s jor trends dominating the food licens-
and retailers of food meat snacks flavored with ing industry.
products, and to the A.1 Steak Sauce. Sunkist
owners of food and Growers generates over Health & Wellness. This category
beverage brands. $1 billion in retail sales of is fast-growing everywhere, including
their licensed products based on the food licensing. The biggest recent suc-
Food Licensing: Where?
brand’s orange and fruit-flavored eq- cess is Kraft’s South Beach Diet line
uities, and Hershey and M&M’s/Mas- of food programs, produced under
Food licensing is so common that in
terfoods support about $250 million license from the founder of this popu-
many cases consumers probably fail
each year in similar programs. lar diet program. According to IRI,
to recognize it, and don’t appreciate
Branding – where attributes Kraft Foods’ South Beach
the difference between a brand’s core
other than a brand’s flavor give multi-category line was
products and those it licenses.
the new product meaning. A the number one new
For example Snapple herbal tea bags
2006 new product in this cat- food and beverage line
- Snapple does not make this product
egory is Budweiser Wing Sauce. introduced in 2005 and
itself but licenses the right to a third-
In one of this category’s great 2006. Another recent
party manufacturer.
success stories, Anchor Foods example: Smithfield
Planters peanut oil – although Planters
used its TGIFriday’s license Food launched a line
itself sells peanut oil in smaller sizes,
for frozen appetizers to grow of Subway-branded
it has licensed the right to manufac-
from a $50 million to a $500 deli meats and cheeses,
ture Planters peanut oil in sizes larger
million company before Heinz building on the popu-
purchased the company in lar sandwich shop’s
2001. famous diet and repu-
Celebrity licensing – where tation for serving fresh
a well-known personality adds and healthy products.
his face and reputation to new Disney. 2006 brought
food products. The most suc- a new approach to food
cessful and longest-lasting ex- licensing from this licens-
amples in this category rely on celeb- ing giant, which generates over $23
rity chefs. Emeril’s line of marinades billion a year in retail sales across all
and sauces sold nearly $50 million in categories. Disney launched a new
high-priced, specialty food categories licensing program with Kroger, the na-
in 2006. tion’s leading food retailer, to develop
Entertainment licensing – where hundreds of new products under the
popular entertainment properties “Disney Magic Selections” name. Those
attract consumers to food products products will include everything from
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