Mars Wrigley has chosen global brand licensing consultancy Brand Central to extend its best-selling brands into new food, beverage and merchandise consumer product categories.
Brand Central will strategically extend the Mars Wrigley brand portfolio across growing food and beverage categories, innovative merchandise partnerships, and collaborations with leading lifestyle brands.
Mars Wrigley said it chose Brand Central because of its experience in food and beverage licensing representing other beloved brands.
“After a thorough search, we are thrilled to select Brand Central as our licensing agency,” said Leslie Philipsen, director, local brands and licensing at Mars Wrigley. “We feel that Brand Central has the strategic initiative and expertise to bring new opportunities to our brands.”
Brand Central provides comprehensive business solutions to recognized brands including: Takis, Tapatio Hot Sauce, Heinz, Oscar Mayer, Jell-O, Kraft Macaroni and Cheese and more. The company’s mission is to help clients unlock the full potential of their brands to enhance value while generating revenue.
“It is the dream of any licensing agency to represent Mars Wrigley — a portfolio of some of the world’s favorite brands with enormous brand affection,” said Brand Central CEO Ross Misher. “The opportunities are tremendous and the demand is high. We are thrilled to help them extend into strategic new food and beverage categories and on-trend merchandise that will expand brand footprint and enhance brand love.”