The strategic licensing consultancy, Golden Goose has been appointed by Jungle Creations to develop licensed products under its Twisted brand.
Recipes and video content for “unserious food that tastes seriously good” has made Twisted the UK’s No. 1 food brand on social, acquiring over 30 million followers since 2016.
Award-winning marketing campaigns for brands such as Baileys, Heinz, Hellmans, Birdseye, Walkers and McDonalds saw Twisted sponsored content generate 55 million views in 2020. As a brand that influences the purchasing decisions of Gen-Z consumers, Twisted is now looking to leverage its market intelligence onto its own branded products.
The brand will look to take the Twisted across multiple food and non-food categories.
Olly Johnson, Twisted’s managing director of eCommerce, explained: “As the UK’s number one food and drink brand on social we know the engagement we can deliver with Twisted digital content and, working with Golden Goose, we look forward to making Twisted branded products widely available for our growing audience to enjoy.”
Adam Bass, director of Golden Goose, added: “Consumers are desperate for innovation and, for Gen-Z, food is content for their feed. The Golden Goose team are excited to be working with the Twisted brand to deliver innovative, interesting and unserious food and food gifting products into multiple retail and direct to consumers.”
Multiple retail food sales grew by £9 billion in 2020 with line extensions into booming markets advancing at warp speed, so the Twisted licensing programme looks set to build on the successful Twisted Kitchen delivery-only restaurant and the best-selling Twisted cookbook.
