Unilever adds more iconic brands to licensing drive

Licensing portfolio to now include Colman?s Mustard, PG Tips, Hellmann?s, Knorr and Bertolli Sauces.
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Start Licensing, the agency already in place to work on the licensing of their Pot Noodle, Peperami, Bovril and Slim Fast brands, will continue to work on the newly expanded portfolio.

Julie McCleave, commercial manager for Licensing at Unilever commented: "We’re looking forward to working with Start Licensing on our extended range of market-leading brands.

"Start has continued to present us with a clear and comprehensive representation strategy that differentiates each of these unique brands within the market place. We’re looking forward to implementing their ideas in 2012."

Ian Downes, director of Start Licensing, added: "We are delighted to continue our work with Unilever on this additional representation – it seems like a natural progression to add further brands to the existing portfolio.

"Colman’s Mustard, Hellmann’s and PG Tips are all iconic household names which provide a good basis upon which we can build a strong licensing programme."

Start Licensing will be seeking to develop products in areas such as kitchenware, housewares, publishing, paper products, apparel and storage.

Downes continued: "Working with Unilever allows us to build on our experience in the area of brand licensing and to develop some exciting partnerships with existing and new licensees.

"These brands are high profile and have very distinctive personalities with well defined consumer audiences which help enormously in licensing terms. Having worked with Unilever on other brands already we are starting to understand their objectives more fully and are confident we can build an effective partnership."

Brands included in the representation:

COLMAN’S MUSTARD
- Value sales of £48.2m
- Growth of 6.1% in the last year

PG TIPS
- Nation's Favourite Tea
- Growing 7.4 per cent
- £7.5m Marketing Investment

HELLMANN’S MAYONNAISE
- Number one brand in mayonnaise
- Launch of three new flavours has added over £2m in RSV since launch

KNORR
- Value sales of £25.3m
- 1.5m TV ad campaign for featuring Marco Pierre White in October – December 2011

BERTOLLI SAUCES
- Value sales of over £4.6m

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