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Agency will extend Wolfgang Puck's brand into food, beverage and other categories.

VEGAS 2013: Beanstalk signs celebrity chef

Beanstalk has partnered with famous chef and restaurateur Wolfgang Puck to licence his brand into new product categories.

The brand licensing agency will "leverage Wolfgang Puck’s association with natural, artisanal and delicious food to bring product to the grocery aisle that uses high-quality, innovative and predominantly organic ingredients".

Austrian-born Wolfgang Puck opened his first restaurant, Spago, on Hollywood’s Sunset Strip in 1982. He now has a host of fine dining restaurants, catering venues, casual restaurants and branded products across the US. 

Puck’s licensing programme originated in 1987 with a line of frozen food. Since then, it has grown in the food and cookware categories. 

“We are looking forward to working with Beanstalk to develop and execute strategic licensing programmes that will create excitement in new categories and extend the reach of the Wolfgang Puck brand to new and existing customers,” said Tom Lavan, President of Wolfgang Puck Consumer Products.

Michael Stone, CEO of Beanstalk, added: “Our society is becoming increasingly more aware of the ingredients used in the food we eat, and Wolfgang Puck continues to be one of the most trusted, iconic names in the culinary arts. 

“With quality, taste, convenience and affordability being key factors at the point-of-purchase, Wolfgang Puck will offer products that address these growing consumer needs.”

Wolfgang Puck Companies is comprised of 21 fine dining restaurants, more than 80 Express fast-casual restaurants, a growing number of Wolfgang Puck Pizza Bar restaurants.

The company’s philosophy/slogan is Wolfgang’s Eat, Love, Live (WELL). The brand focuses on the freshest, natural and organic ingredients. For more information visit www.wolfgangpuck.com.

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