All Brand licensing articles
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NewsSwizzels brings Squashies and Love Hearts biscuits to Morrisons
The range was developed through a licensing partnership with specialist food and drink manufacturer Baleigh
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NewsKellogg’s and Pokémon quietly launch cereal into Tesco
Kellogg’s quietly launched the chocolate-flavoured cereal into Tesco last week
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Analysis & FeaturesHow celebrity brand deals really work in 2026
Today’s stars are seeking more than a quick payout for a TV ad. Many are taking co-ownership of brands – or becoming founders themselves
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Range PreviewWaitrose and Disney+ launch ‘Noshtalgia’ range for Rivals season two
The eight-strong lineup includes Scotch Egg Sandwich, Thousand Island Prawn Sandwich, Steak Diane Handcooked Crisps and Bloody Mary Prawn Cocktail Flavoured Handcooked Crisps
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Analysis & FeaturesFood and drink’s most outrageous japes for April Fools’ Day 2026
As in the wider market, this April Fools’ Day reveals a plethora of co-branding tie-ups
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NewsPosh coffee specialist Grind unveils collaboration with Pokémon
The Grind x Pokémon limited-edition drop includes refillable coffee tins featuring Pikachu, Eevee and Mew, as well as reusable coffee cups, t-shirts and baseball caps
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NewsIceland Foods drops years-long trademark dispute with country of Iceland
Iceland would instead use the ‘couple of hundred grand’ it would save in legal fees to give a ‘rapprochement discount’ to Icelandic shoppers, executive chairman Richard Walker said
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NewsSwizzels expands Squashies Drumstick ice cream range
The products are made under licence by Brand of Brothers
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Comment & OpinionFantasy food hook-ups: grocery’s ultimate Valentine’s Day duos
Strap yourself in for The Grocer’s ultimate fantasy food collaborations – the kind that could be genius, could be awful, but would definitely get people talking
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Analysis & FeaturesHow co-branding became grocery’s ultimate marketing strategy
Once reserved for occasional promotions, co-branding has become a core strategy for grocery brands seeking to refresh mature categories
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Comment & OpinionThe tricky second album: how to make a great fmcg follow-up
The internet is full of advice on how to launch a brand but much less is said about what happens next, says Alex Stewart, creative partner at Derek&Eric
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RankingsBeef, BuzzBallz and bacon: the winners and losers of 2025
The Grocer’s Top Products Survey 2025 found the following products had gained and lost the most over the past year…
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NewsEx Iceland innovation chief launches exclusive brand licensing agency
Food Brands Now will work with other retailers, manufacturers and brands to launch and develop new products
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NewsIceland Foods loses latest appeal in ‘Iceland vs Iceland’ EU trademark dispute
Iceland Foods has suffered another setback in its long-running trademark dispute with the Icelandic government over the use of the word Iceland
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NewsEnergy drink brand Prime crashes as sales suffer 71% collapse
Prime Hydration UK’s profits also vanished as revenues slumped last year
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Comment & OpinionShades, Sheeran and MrBeast: the post-Prime celebrity NPD landscape
Recent NPD launches backed by the likes of Ed Sheeran, Niko Omiliana and MrBeast will look upon Prime’s rise and fall as a cautionary tale
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NewsBaileys adds toffee popcorn flavour and co-branded popcorn with Joe & Seph’s
The launches mark the first time Baileys has debuted both an innovation in booze and a licensed product in tandem
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NewsPrime rival Más+ by Messi sports drink to launch in the UK
The hydration drink will launch exclusively in Spar stores from 10 March
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Analysis & Features2024 in grocery: marketing wins, fails and viral stunts
It has been a big year for marketing in the grocery sector, with supermarkets and fmcg brands hoping to drive sales with clever advertising, retail media and of course those all-important promotional stunts