By Allison Watkinson
TLL Reporter
Beanstalk has partnered with Cinnabon to expand the baked goods brand into new food categories within the UK.
Founded in 1985, Cinnabon is a bakery company that serves fresh cinnamon rolls, baked goods and specialty drinks.
Owned by GoTo Foods, the brand is currently available across more than 2,000 Cinnabon locations and retail stores through its multi-channel franchising and licensing model.
“This partnership marks an exciting new chapter for Cinnabon as we look to accelerate our global multi-channel brand growth strategy,” said GoTo Foods president, Dave Mikita.
Through the partnership, Beanstalk will develop a licensing program for the brand that focuses on delivering an expanded range of Cinnabon-inspired products to UK grocery stores.
The agency will leverage its expertise and connections in the international licensing industry to expand Cinnabon’s presence throughout the region.
“We are excited to partner with Cinnabon to expand the brand’s presence in new food categories here in the UK,” said Beanstalk managing director, Ian Joynson. “Cinnabon is the by-word for delicious, sweet escapes. Through licensing we look forward to offering irresistible new ways and occasions for consumers to enjoy Cinnabon’s world-famous flavour.”
Beanstalk is a global agency that works with IP owners, manufacturers and retailers to create comprehensive licensing programs that expand brands into additional product categories, retail markets and consumer demographics.
The agency offers a wide range of services to its clients across areas such as licensing, digital media, manufacturer representation, cultural intelligence, experiential activations and brand partnerships.
“Beanstalk’s deep knowledge of the UK market and track record of delivering strategic licensing programs makes them an ideal partner to help us bring Cinnabon’s iconic flavours to new retailers and new consumers,” said GoTo Foods SVP, Scott Slezak.
Formerly known as Focus Brands, GoTo Foods is a global multi-channel development company for foodservice brands.
The company currently serves as the franchisor and operator of more than 6,900 restaurants, cafes, ice cream shoppes and bakeries in over 65 countries and territories worldwide.
Beanstalk Appointed to Bring Cinnabon to the UK
