Beanstalk secures a number of food-based brand extensions.

US: got milk? expands its licensing programme

Iconic American brand, got milk? is expanding its licensing programme after its exclusive agency, Beanstalk, secured food-based brand extensions with three partners.

Following a soft launch of got milk? granola and granola bars at Sam’s Clubs in Puerto Rico in September 2014, Got Snacks? will introduce a broader offering of branded packaged snacks at major retailers across the US in early 2015.

The range will include cookies, biscuits, ready to eat cereals and cereal bars.

Meanwhile, Melville Candy Company launched hot cocoa spoons at Walmart stores on November 1st. The wooden, chocolate-coated spoons will make a rich hot cocoa when combined with a mug of warmed milk.

Also arriving in 2015 from Diversified Flavor will be got milk? drinking straws and milk infusers.

"We are delighted to partner with Melville Candy and Diversified Flavor as we continue to expand the iconic got milk? trademark through related food products," said W. Stephen James, executive director of the California Milk Processor Board.

Allison Ames, president of Beanstalk, added: "With the introduction of these new products, the got milk? brand continues to transcend beyond its wildly successful advertising campaign to more fully engage with families across the United States."

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