TLC opens its doors to new global food & beverage division

October 4th 2005

The Licensing Company (TLC) has announced today the opening of a new worldwide Food and Beverage Division within its already successful Consumer Brand Extension business.

TLC is an award-winning London-based licensing specialist with offices in New York, Tokyo and Paris and represents significant brand owners such as Michelin, Benetton, Jeep and Allied Domecq.

The new Food and Beverage Division is a natural progression for TLC, who have always had a reputation as innovators in the licensing market, and has been formed in response to the rising viability of branded food propositions within the sector. The division will be headed by Daniel Avener, Global Brand Director at TLC, who was previously responsible for spearheading the incredible success of the Allied Domecq drinks brand extension programme - now the third largest food & beverage based brand extension programme in the world with a retail sales value in excess of $500,000.

Avener commented: “Food and beverage is the fastest growing sector within the licensing market place. With our proven success in this sector through the Allied Domecq brands we have created a specialist division for FMCG brand owners looking for innovative ways to strengthen their presence in the highly competitive grocery market.” In addition TLC will also continue to work closely with retailers around the world to identify branded FMCG opportunities.

In keeping with this TLC has also just announced its appointment by the American 'Jelly Belly Candy' Company to extend this globally renowned brand, using the 50 unique flavours as a basis for its food program, which will target ice-creams, soft drinks, desserts & snacks. The first licensing partnerships are already in discussion.

TLC specialises in creating long-term brand extension programmes for some of the world's leading brands.  It was founded in London in 1996 by Angela Farrugia and Melvin Thomas and has a reputation of creating the most innovative, effective and successful brand extensions in the world.  With offices in New York, Tokyo and Paris, TLC boasts over 2,000 live licensee contracts worldwide, $1bn retail sales in 2005, 32,000 product lines and access to over 70% of the world's consumer marketplace.  TLC's portfolio includes the following well-established brands including, Benetton, Michelin, Allied Domecq, & Cosmopolitan


For further information please contact Marie Louise Pumfrey at Stephanie Churchill PR 02072986530 or 07768913377.