Jim Beam Salmon Launches

The Licensing Company (TLC) expands its partners for Jim Beam in North America and releases details of new partners

Jim Beam is the worlds number 1 selling Kentucky bourbon - using the same recipe since 1795 it still takes the spirit over 4 years in the barrel to mature and has a distinct Kentucky Bourbon flavor that is enjoyed by millions. 
TLC has made it a priority to 'capture that authentic flavor in the extensive Food & Beverage brand extension program that has been established for Jim Beam.

In 2006 retail sales of the Jim Beam brand extension program were around $33MM, in 2007 retails sales exceeded $76MM, and are set to grow again this year with the introduction of several new brand extension partners.

Building on a ' deli counter ' theme, TLC have developed a strong meats program that includes, Beam Bourbon Hams, Pork products, Beef Jerky and the newest entry Jim Beam Salmon.
A full range of BBQ sauces, marinades, rubs, sauces and mustards allows the consumer to create a strong authentic taste experience at home.

To compliment this area, a range of lifestyle items, including a full range of BBQ equipment, including Smokers, flavor infused Bisquettes and Utensils launched this year, with a great retail reaction, following on from the success of the recreational hard goods including billiard tables, stools, darts and other tailgate accessories.

The newest addition to the Jim Beam Food line is the introduction of Salmon introduced by Vita Foods. Following on the success of the barbecue sauces, marinades and condiments; Vita and Jim Beam have extended their licensing partnership into salmon. This new venture will deliver high quality salmon with the hint of authentic Jim Beam bourbon that consumers know and love.

“Adding the Jim Beam flavor to favorite recipes is a longstanding tradition with Beam fans. Jim Beam has had great success extending its brand name into food products such as barbecue sauces, steak sauces and condiments,” said Bill Zaikos, VP of Marketing at Vita Food Products.
“Bourbon complements salmon perfectly, adding a sweet and savory taste that will elevate our consumer's dining experience.”

Made with authentic Jim Beam bourbon, the salmon items will come in smoked and ready to cook formats in two flavors: original and barbecue. The full line of salmon will be available in grocery, club and mass merchant stores this summer.

“We're very excited to partner with Jim Beam Brands on the seafood side of our business. We have had a very successful and productive time working with Jim Beam on barbecue sauces and condiments on our specialty side of the business. Bringing a brand as strong as Jim Beam into the seafood category will no doubt excite consumers and fuel category growth,” said Cliff Bolen, CEO of Vita Food Products.

About Vita Food Products
The Company's Vita Seafood division is a U.S. leader in the herring and
retail packaged salmon markets, and is engaged in several other food
segments, including cream cheese, cocktail sauce, tartar sauce and
horseradish. The Company markets and sells these items under the Vita®, Elf® and Grand Isle® brands. More than 95% of Vita Seafood's sales are in kosher foods. Vita Specialty Foods, Inc., the Company's wholly owned subsidiary, markets and sells honey
About The Licensing Company
The Licensing Company (TLC) specializes in creating long-term brand extension programs for some of the world's leading brands. TLC 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 and Munich, TLC boasts over 2, 000 live contracts worldwide,    $2 bn retail sales in 2007, 35, 000 product lines and access to over 70% of the world's consumer marketplace. TLC's portfolio includes well-established brands such as IBM, Jim Beam, Cosmopolitan, Jelly Belly and Umbro as well as the Reckitt Benckiser portfolio of brands. www.thelicensingcompany.com.