The Laughing Cow has “limitless potential for international growth,” in the licensing space, the iconic food brand’s owner Fromageries Bel has told Licensing.biz
Details emerged yesterday that the famous food brand was upping the stakes in its global licensing plans, with the appointment of Pink Key Licensing as its exclusive UK agent.
Working with the team at Fromageries Bel, Pink Key Licensing will look to explore the ‘limitless potential’ of this nearly 100 year old brand, that, thanks to its archive of artwork and international recognition, ‘transcends category licensing in the traditional sense.’
In conversation with Licensing.biz, Patrick Tamburlin, licensing manager for Fromageries Bel highlighted the brand owner’s confidence in its new licensing adventure and the faith it has in Pink Key Licensing following the UK outfit’s success with brands like Kellogg’s Vintage and Pringles.
“Quite all categories are possible and we already have proven success in tableware, home textile and decoration, apparel and boardgames,” said Tamburlin. “As The Laughing Cow cheese is eaten throughout the world and present in more than 136 countries, we see limitless international growth, as long as it is based on long-term programmes.”
Pink Key itself will be looking further afield than the traditional or ‘obvious’ licensing categories for the brand.
“There are obvious deals with great potential in the market, such as kitchenware and lunchboxes; the brand appeals to children and adults alike. But this is a property that transcends those traditional categories, and today in licensing, you’re not penned in to them,” Pink Key Licensing’s Nancy Jones told Licensing.biz.
“The licensing space is so open today, and The Laughing Cow has such a cultural appeal that I am really excited as to where it can go, that isn’t immediately obvious. Plus, when you have a licensor like Fromageries Bel, who are so open minded to exploring and innovative ideas, it is a real pleasure.”
The Laughing Cow – or La Vache qui rit – is one of a number of brands within the Fromageries Bel portfolio, that spans Babybel and Boursin, all of which – according to Tamburlin – are “ready to hit the licensing space.”