Food and beverage licensing is everywhere…just check out your local supermarket and you’ll find products such as Oreo ice cream and Sunkist soda. All of these are licensed products, and food / beverage licensing has expanded into a broad array of product categories such as personal care (Jell-O lip balms) and apparel (Oscar Mayer apparel by designer Paul Frank). There are three licensing options – the first isFood to Food, extending the food/beverage brand into closely related food categories such as Life Savers frozen novelties, Southern Comfort Egg Nog, and TGI Friday’s frozen appetizers. The second option is Food to Non-Food, extending the food/beverage brands into non food categories such as the Tabasco Special Edition Crock-Pot Slow Cooker or a Jack Daniel’s themed game room. And the third option is Non-Food to Food, which is especially popular with kid’s brands, such as Care Bears Fruit Snacks, Pebbles cereal and Scooby Snack dog treats. Licensing a food/beverage brand can be a great way to launch a new product or expand your business into new product categories.
Rand Brenner is an IP professional whose passion is helping inventors, startups, and businesses of all sizes use licensing to turn their IP into income-producing products, services, and technologies. His decades of experience run the gamut from medical devices to food technology to consumer products. He’s licensed some of the biggest Hollywood entertainment blockbusters including the Batman Movies (1 and 2), and the number one kid’s action TV show, the Mighty Morphin Power Rangers. Rand speaks about licensing and is a featured speaker at investment conferences, trade shows, colleges and startup events. He’s a published writer with articles appearing in several prestigious trade magazine including The Licensing Journal, Intellectual Property Magazine, and License India. Rand also mentors at the Cal State Fullerton School of Business and Economics and is a judge for their startup business plan competitions.