TV chef, presenter and winner of the 2015 Great British Bake Off, Nadiya Hussain wants her licensing roll-out to ‘be more than just a flash in a pan,” the celebrity told crowds at Brand Licensing Europe.
In a candid conversation with Start Licensing’s Ian Downes and UBM’s Jessica Blue, Hussain detailed the moment she realised that what she was bringing to the world of cooking and licensing “was presenting an important message to the world.”
Talking about the public reception to Nadiya’s career take off since winning the BBC series three years ago, she said: “I have come to the realisation that it is important what I do.
Talking of her culture and background in a landscape where TV chefs are "middle-aged caucasian men", she added: “There aren’t many of me out there and I need to be there to show people that cooking with my background isn’t all about curries. I understand the importance of being here and I am making space for jobs and for people.
“If I don’t, who will?”
Tying her experience into licensing both Hussain and Downes, the licensing agent for the Nadiya brand, linked Nadiya’s work and message to the message tied to the product roll out and licensing programme.
“With licensing, I am still in the realms of cooking and family but I get to do something a bit different,” she added.
“Doing the creative was the most fun. We chat at mine, we eat cake and we talk ideas. I don’t want this to be a flash in the pan. I want this to be a long term thing so everything has to be right.”
To this, Start Licensing’s Downes added an explanation of the creative process and working with Hussain on her new product roll out.
“The authenticity of the range comes from just being around Nadiya’s house, in the kitchen, eating cake. She’d take things off the shelves and that would spark ideas and creative. We’d then look at colours, patterns and designs.
“It all comes from Nadiya. These are products that she believes in and wants to be associated with. Licensing today is taking longer and the big part of that is because people are taking time to secure the right partnerships.
“We definitely have that with Nadiya.”
Downes closed the Q&A session by revealing that Start Licensing is already in talks with further partners for an extended product roll out.
“We want companies with long term vision and hopefully we will be closing deals after BLE,” he said.