The British snack food brand, Walkers is stepping into the world of licensing through a renewal agreement between IMG and PepsiCo that will also see the global licensing agency extend its representations of the Pepsi, 7UP, Cheetos, Doritos, Lay’s, and Mountain Dew brands.

Since being appointed its licensing agency in 2015, IMG has worked to grow PepsiCo’s consumer products offering significantly, with branded apparel, footwear, swimwear, accessories, beauty, giftware, and stationery now available internationally and through some of the world’s leading fashion and department stores.

Sam Barker, senior licensing director at IMG, said: “We are delighted to extend and expand our relationship with PepsiCo following a successful six-year run of signings. Each of these globally loved beverage and snack brands has its own colourful and distinctive personality, which translates perfectly into vibrant, fun products using PepsiCo’s fantastic style guides.

“We look forward to extending their reach into other brand-relevant categories and exploring exciting new opportunities with the recent addition of Walkers.”