Welch’s Picks Brandgenuity as Exclusive Licensing Agency of Record in United Kingdom
Global agency to expand trusted food brand into complementary food categories
CONCORD, Mass. - Welch’s announced today that it has selected Brandgenuity to serve as its exclusive licensing agency of record in the UK. The Welch’s brand enjoys broad distribution of its refrigerated and shelf stable juices and juice blends in the UK market and hopes to grow the retail brand footprint and continue to delight consumers through licensing.
Welch’s is the processing and marketing subsidiary of the National Grape Cooperative. Located across America and in Ontario, Canada, the cooperative’s approximately 900 family farmers own the company and grow the delicious and inherently healthy Concord grapes used in Welch’s juices and other grape-based products
Welch’s products are sold throughout the United States and in approximately 40 countries around the globe. The Welch’s brand licensing program currently includes 25 licensees in various categories and was nominated for the 2017 Best Brand License of the Year from the Licensing Industry Merchandiser’s Association (LIMA).
“Successful licensing in international markets depends on having the right resources on the ground in the relevant countries and territories,” said Glen Hendricks, Head of Global Licensing at Welch’s. “We are thrilled that Brandgenuity will bring its local market knowledge to our expansion efforts in the UK.”
Brandgenuity will work with Welch’s to extend this mom-loved brand and its flavor and health credentials to a variety of categories, including food—frozen, refrigerated and shelf stable–, beverages, vitamins and supplements, and food services. Retailers to be targeted include major grocers, as well as convenience stores and discounters.
Teri Niadna, Managing Director of Brandgenuity Europe, will lead the Welch’s licensing effort in London. “This is just the perfect time to be expanding Welch’s in the UK. Moms are seeking healthier alternatives, and value real food. Plus, the functional benefits of grapes are aligned with current health trends,” added Niadna, “We look forward to building upon this great brand licensing program!”
Welch’s grape juice is nutrient dense, made up of polyphenols, vitamins, and other plant-based ingredients that can act as antioxidants. Antioxidants are crucial for good health, as they naturally protect from cell damage and disease.
For more information about the Welch’s licensing program in the United Kingdom please contact Teri@brandgenuity.com or phone +44 (0)203 884 7130.
Welch’s is the processing and marketing subsidiary of the National Grape Cooperative. Located across America and in Ontario, Canada, the cooperative is made up of approximately 900 family farmers who own the company and grow the delicious and inherently healthy Concord grapes used in Welch’s juices and other grape-based products. Welch’s products are sold throughout the United States and in 40 countries around the globe. Welch’s is an Equal Opportunity Employer-Minorities/Female/Disabled/Veterans. www.welchs.com
Brandgenuity is an award-winning, full-service global brand licensing agency based in New York with offices in London, Munich and Hong Kong. The agency is ranked amongst the top 15 licensing agencies worldwide. Brandgenuity extends famous and iconic brands into new categories to build awareness and generate incremental revenue. Our full suite of licensing services includes strategic licensing planning, prospecting, legal support and contract negotiation, retail development, program management and assisting manufacturers in the strategic acquisition of licenses. Brandgenuity clients include BMW, Budweiser, Corona, Arm & Hammer, Planet Fitness, Hawaiian Tropic, Playtex, Edge, MTV, Comedy Central, MGM Studios, and Oddbods, among others. For more information, please visit brandgenuity.com.