NEWS

Metrostar to launch Kraft Heinz into the licensing arena at Festival of Licensing

Published on: 18th September 2020

Metrostar will be joining the line-up of virtual exhibitors at this year’s Festival of Licensing, where it will take to the screens to showcase its newest client, Kraft Heinz and make use of the platform for a hard launch of its brands into the world of licensing.

The two companies, along with the company’s global licensing agent, Brand Central, have been working with Kraft Heinz brand teams on strategies for each of the brands in the UK. As such, together they have identified their key priorities for the show.

Metrostar now reports that early conversations are going well, citing ‘high levels of interest’ amongst both retailer and licensees, and that the Festival of Licensing will ‘provide the ideal platform to introduce Kraft Heinz brands to the broader licensing industry.’

A variety of Heinz sub-brands are to be on show, including Tomato Ketchup, Baked Beans, Salad Cream, Cream of Tomato Soup, Spaghetti Hoops, as well as other brands in the company’s portfolio such as HP Sauce, Lea & Perrins, Amoy and Bull’s Eye.

Metrostar MD, Claire Potter, said: “Our workshops have generated some great new product ideas for these iconic brands. The opportunity to extend is significant and we’re looking forward to talking with potential partners in food and non-food about our thoughts. The Festival of Licensing couldn’t have come at a better time for us.”

Kraft Heinz marketing director, Northern Europe, Olivia Hibbert, added: “With unmatched strength in brands spanning across categories with over £800M in UK and Ireland sales, we are excited to take these iconic and much loved brands into new and exciting directions for the future.”

RECENT ARTICLES

Zuru announces the launch of Zuru Studios

Loungefly reveals new high-end fandom accessory line

Get involved in our Licensing World May feature

Another sensational year for Pokémon Trading Card Game

Spongebob Fugglers to arrive at The Entertainer

New Lego Duplo Peppa Pig sets revealed

Alton Towers unveils Bluey themed hotel rooms

Pip and Posy returns to big screen with new cinema experience

Playmates unveils new line of Mutations Mix ‘N Match

Blippi joins forces with Tonies for Toniebox