Pfizer Consumer Healthcare, the firm behind vitamin C supplement Emergen-C, has appointed IMG to develop a licensing programme around the brand in the US.
The multi-year deal will see Emergen-C expand into array of consumable goods, including food, beverages, health and beauty aids.
“Emergen-C is a highly recognisable brand with a loyal following and strong potential for strategic brand extensions," said Joshua Romm, vice president, licensing at IMG.
"The brand will be a great addition to our portfolio and is another example of our capability to deliver for clients beyond the world of sport. We look forward to working with the Pfizer Consumer Healthcare team on developing the licensing programme.”
Jennifer Holahan, director, US, specialty supplements at Emergen-C, added: “We are excited to be working with IMG and feel they can help us extend the Emergen-C brand into meaningful touch points that resonate with our consumers outside of our traditional categories of expertise.”