Licensing firm signs the first new licensee for the Got Milk? brand as Got Snacks? readies to release branded food products.

Beanstalk extends Got Milk? brand across the US

Got Milk? Beanstalk has.

And the firm has just secured its latest deal to represent the world renowned Got Milk? brand across the US.

The new deal will see the firm extend the brand to both food and non-food products, with the goal of driving the Got Milk? brand and increasing milk consumption throughout the territory.

Primarily targeting families with children, Beanstalk has already secured its first license agreement for Got Milk? in the food category, with licensee Got Snacks?

Got Snacks? will launch a range of branded foods, including cookies, biscuits, wafers, ready to eat cereals and doughnuts across all major retailers in the US and Canada this year.Got Snacks? will also develop chocolate bars and boxed chocolates.

Additionally, Beanstalk will work with current Got Milk? licensee, Magic Straws to expand its range of Got Milk? branded flavoured straws.

Beanstalk will continue to seek additional partners in the food, gift, novelty and publishing categories.

Steve James, executive director of The California Milk Processor Board, said: "The California Milk Processor Board is delighted to be partnering with Beanstalk to extend one of the most beloved and iconic brands in advertising history across a wide range of new and unexpected products and places."

Allison Ames, president of North America at Beanstalk, added: "We are excited about the opportunity to license one of the most acclaimed and well-recognised advertising campaigns of the past two decades into a line of consumer products for fans of all ages to enjoy.

"Beanstalk will work with The California Milk Processor Board to create an innovative licensing programme and appoint a network of dedicated licensees to bring the pop culture icon to life."

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