Heinz partners with Ebury for cookbook series

Ebury, an imprint of Penguin Random House, is to publish the first ever official Heinz cookbooks, including gift books for lovers of Ketchup and Baked Beanz.

The licensing partnership will launch with The Heinz Cookbook in May 2022, followed by four iconic ingredient-led gift titles. Elizabeth Bond, Publishing Director for Ebury Partnerships, acquired world rights (excluding North America) from Claire Potter at Metrostar.

Bond says: “This is an exciting opportunity to partner with our best-loved food brands to create iconic gift books, and develop a range of healthy and delicious recipes which will delight every Heinz fan.”

Jojo de Noronha, Kraft Heinz Northern Europe President, adds:“Our products are loved by consumers, and we know that they are already featuring many of our brands in their day-to-day meal recipes. The Heinz Cookbook and Icon titles will offer surprising new recipes to make exciting dishes for every occasion and the creative licence to experiment with their favourite products.”

Claire Potter says: “We received a number of strong proposals for the rights to publish Kraft Heinz books but were impressed by Ebury’s vision for the brands in publishing and passion for the project. We are excited to see where this partnership can go.”

The Heinz Cookbook (5 May 2022) will be a collection of 100 specially commissioned, ingenious and delicious recipes, featuring over 30 of the nation’s favourite products as the star ingredients. It will be followed in late 2022 and 2023 by the first ever official Ketchup, HP Sauce, Beanz and Lea & Perrins books, the perfect gift for every fan.

Popular snack Lunchables joins Roblox

Kraft-Heinz Lunchables, the buildable snack, is joining the virtual universe of Roblox, the global platform where fans can imagine, create and have fun with friends as they explore virtual worlds.

For the first time ever, Lunchables lovers can enter the world of Lunchables Racing, where players can build the ultimate Lunchables racing kart (with over 100 unique items to choose from ) and try to beat their friends to the finish line. There are three Lunchables tracks to choose from – the Moon Landing, Snack Valley and the Totally Tropical – and four new Lunchables minigames that players can take part in with their Roblox avatar: the Dance Fest, Cracker Stacker, UFO Movie Set and the classic Diner Dash. Players can use ‘cash’ earned in the games to decorate their karts, search for hidden coins, or visit the Lunchables town and talk to its food-crazy citizens.

Find out more about Lunchables Racing here.


YWOW Games makes US market debut with Kraft Heinz licensed games line-up

The international games and puzzle company, YWOW Brands has made its big move on the American market with the launch of a new range of Kraft Heinz branded novelty puzzles.

The deal was brokered by Kraft Heinz’s exclusive licensing agency, Brand Central, and arrives as YWOW continues to make waves on the global games and puzzles scene through a portfolio of products that combines some of the most recognisable household brands with puzzles.

Last year saw YWOW secure licensing partnerships with some of the world’s best-loved food brands, including Pringles, Kellogg’s, and Mentos. The range is currently being shipped to over 40 markets around the world amid ‘soaring demand’ for the company’s licensed ranges.

According to YWOW, its Mini Puzzles Kellogg’s and Pringles are ‘rapidly selling out in the UK,’ while growing online sales have taken the range into further international markets.

The company has recently taken on a venture to spread the Novelty Puzzle hype to the USA and to do so, has partnered with one of the country’s own best-loved food brands.

YWOW Brands’ partnership with Kraft Heinz has led to the creation of new puzzle lines. The three brands of focus are ones closest to the hearts of Americans: HEINZ, KOOL AID and JELL-O.

“With the firepower of these brands and the innovative capacity of YWOW Brands, the team is prepared to transform the current Toy market in the United States,” read a statement from the firm.

“The brand-new licensed puzzles will appear in the form of Mini and Supersized puzzles in major retailers, designed using striking bold packaging to catch the eye of the consumer. YWOW Brands is expected to have great success launching their puzzles in North America with a guarantee that the global Puzzle market will never be the same.”

Kraft Heinz moves into the family gaming space with Big G Creative partnership

Kraft Heinz has found another means of getting itself all over your dining table thanks to a new partnership with the US games publisher, Big G Creative, that delivers the company’s globally renowned food brands to the board gaming sector.

Under the new deal, Big G Creative has launched the new Kraft Heinz Variety Game Pack – a three-in-one set of games inspired by Heinz food brands Heinz Ketchup, Jell-O Gelatin, and Kraft Macaroni Cheese.

Big G Creative’s new Kraft Heinz Variety Game Pack includes three family-friendly games that bring beloved pantry essentials to life: the Kraft Macaroni & Cheese Game has players roll the dice to play matching noodle cards and push the Cheesasaurus Rex piece up the Noodle Meter, the Jell-O Jiggler Slap Game is a quick thinking, hand-slapping game, and the Heinz Ketchup Dice Game has players rolling dice and collect as much ketchup as possible to score 57 points.

“For most families, more time at home means getting extra creative with day-to-day routines and seeking out fun experiences in between,” said Steven Anne, creative director at Big G Creative. “Kraft Heinz has always brought a playfulness to the dinner table, and now we’re thrilled to bring that same spirit to family game night.”

The fun with food starts from the moment families open the pack, as each game is packaged like the original food favorite. For example, the Heinz Ketchup Dice Game comes in a bottle just like the classic condiment, which also acts as a dice-rolling cup.

All three games are designed with inclusive play in mind. The games are easy to learn, fun to play, and only take about 20 minutes. Plus, the games accommodate families of all sizes, allowing two or more players aged eight years and older to go head to head.

Big G Creative’s Kraft Heinz Variety Game Pack is now available exclusively at Target stores.

Metrostar to launch Kraft Heinz into the licensing arena at Festival of Licensing

Metrostar will be joining the line-up of virtual exhibitors at this year’s Festival of Licensing, where it will take to the screens to showcase its newest client, Kraft Heinz and make use of the platform for a hard launch of its brands into the world of licensing.

The two companies, along with the company’s global licensing agent, Brand Central, have been working with Kraft Heinz brand teams on strategies for each of the brands in the UK. As such, together they have identified their key priorities for the show.

Metrostar now reports that early conversations are going well, citing ‘high levels of interest’ amongst both retailer and licensees, and that the Festival of Licensing will ‘provide the ideal platform to introduce Kraft Heinz brands to the broader licensing industry.’

A variety of Heinz sub-brands are to be on show, including Tomato Ketchup, Baked Beans, Salad Cream, Cream of Tomato Soup, Spaghetti Hoops, as well as other brands in the company’s portfolio such as HP Sauce, Lea & Perrins, Amoy and Bull’s Eye.

Metrostar MD, Claire Potter, said: “Our workshops have generated some great new product ideas for these iconic brands. The opportunity to extend is significant and we’re looking forward to talking with potential partners in food and non-food about our thoughts. The Festival of Licensing couldn’t have come at a better time for us.”

Kraft Heinz marketing director, Northern Europe, Olivia Hibbert, added: “With unmatched strength in brands spanning across categories with over £800M in UK and Ireland sales, we are excited to take these iconic and much loved brands into new and exciting directions for the future.”

Kraft Heinz taps Metrostar and Brand Central to licensing roll out of Heinz, HP Sauce and Lea & Perrins

Kraft Heinz has tapped Metrostar and Brand Central LLC to manage the brand licensing programme for its flagship brands in the UK and Ireland. The campaign will exploring product extensions such as new food categories and merchandise partnerships with leading names in the lifestyle sector for the likes of Heinz, HP Sauce, Lea & Perrins, Amoy, and Bull’s-Eye.

The programme will build upon Brand Central’s representation of Kraft Heinz brands in the United States and Canada.

Kraft Heinz boasts a strength in brands spanning across categories with over £800M in UK and Ireland sales. The firm has more than 200 brands sold in nearly 200 countries, including eight $1bn + brands.

Metrostar and Brand Central will jointly manage the programme with Metrostar taking the lead in prospecting and licensee management.

“After discussions with several licensing agencies, we are excited to select Metrostar and Brand Central to represent Kraft Heinz in the UK and Ireland,” said Olivia Hibbert, marketing director, Northern Europe at Kraft Heinz. “We feel that Metrostar and Brand Central have the right innovative approach to take our iconic and much loved brands in to new and exciting directions for the future.”

Ross Misher, CEO of Brand Central, added: “Working with the global licensing team at Kraft Heinz, we are looking forward to expanding our program beyond the US and Canada and into Europe. There is an enormous global opportunity for Kraft Heinz across territories with its portfolio of strong brands.

“Metrostar is the perfect partner to launch into this new market with their expertise in food licensing and strong retail relationships. Kraft Heinz brands have a huge emotional connection with consumers in the UK who grew up eating these products and continue to enjoy them today.”

Metrostar MD, Claire Potter, concluded: “These brands are legends in British food and we see great potential in a number of product areas. We’re thrilled to be representing Kraft Heinz and to be working, once again, with Ross and the team at Brand Central.”

Brand Central and Metrostar partnered previously on the UK licensing campaign for Krispy Kreme doughnuts. The campaign was nominated for Best Food & Drink Licence at the Brand & Lifestyle Licensing Awards and Krispy Kreme won the Best Health & Beauty Range in 2018.