UK-based The Hummingbird Bakery has teamed up with global brand licensing agency Beanstalk to expand its presence into new product categories through licensing.
Under the deal, Beanstalk will be seeking for ideal licensing partners across a wide range of food and non-food items including ice cream, chocolate, biscuits, cake decorations, syrups and flavored teas as well as authentic American bake ware, kitchen textiles and kitchen appliances.
Since the opening of its first London branch in 2004, The Hummingbird Bakery has attracted hearts and taste buds of UK consumers with its products which include baked cupcakes, pies and other American-inspired treats.
The Hummingbird Bakery founder and managing director Tarek Malouf said that through licensing, the company will be able to offer customers Hummingbird Bakery branded products to create their own Hummingbird experiences, as well as being able to enter general grocery stores with new and exciting food categories that build on The Hummingbird Bakery's most popular flavor profiles.
"We look forward to growing our retail presence in new areas together with Beanstalk, one of the world's leading specialists in building brand licensing programmes," Malouf added.
Beanstalk, Europe & Asia Pacific president Ciarán Coyle said that the Hummingbird Bakery's broad consumer awareness and strong emotional connection with consumers have together created an extensive online fan base as well as a widespread group of loyal offline supporters that are keen to experience the brand in new ways.
"By expanding its offerings through licensing, the company will strengthen its position as the go-to experts on American-style baking and give both loyal and new customers an opportunity to enjoy the Hummingbird brand in new products and occasions," Coyle added.