US brand The Hummingbird Bakery has signed up with Beanstalk as it looks to further extend its presence within the licensing sector.
The brand has become an authority on American-style baking in the UK – it has five London bakeries, plus three chart topping cookbooks (The Hummingbird Bakery Cookbook, Cake Days and Home Sweet Home), which have collectively sold over million copies in the UK alone.
Beanstalk will now look to extend the brand across a range of food and non food items including ice cream, chocolate, biscuits, cake decorations, syrups and flavoured teas, as well as authentic American bakeware, kitchen textiles and kitchen appliances.
"Following the success of our cookbooks and with the ever increasing popularity of our stores, consumers are now asking us for new ways to enjoy the brand and for the authentic materials to try our recipes at home," said Tarek Malouf, founder and MD of The Hummingbird Bakery. "We look forward to growing our retail presence in new areas, together with Beanstalk, one of the world’s leading specialists in building brand licensing programmes."
Ciarán Coyle, president of Beanstalk, Europe & Asia Pacific, added: "By expanding [The Hummingbird Bakery’s] offerings through licensing, the company will strengthen its position as the go-to experts on American-style baking and give both loyal and new customers an opportunity to enjoy the Hummingbird brand in new products and occasions."