Brand Central: How a Licensing Powerhouse is Shaping the Future of Food, Beverage and Fan-Favorite Collabs
Q&A with Ross Misher, CEO of Brand Central
As the licensing landscape continues to evolve, Brand Central has remained at the forefront — particularly in the food and beverage space, where they’ve pioneered some of the most strategic yet buzz-worthy and unexpected partnerships in recent years.
From chocolate milk inspired by iconic candy bars to translating beloved food brands into bold fashion statements, the Los Angeles-based agency is setting a high standard for modern brand mashups with some of the most beloved and well-known brands.
Their powerhouse CPG brands include: Mars Wrigley, Kraft Heinz, J.M Smucker Co., Tapatio Hot Sauce, Bimbo Bakeries USA and Domino’s, just to name a few. We caught up with Brand Central CEO Ross Misher to talk about the agency’s recent successes, what’s coming next, and why food & beverage licensing has become one of the most powerful forces in the industry today.
TLL: Brand Central has had a huge year. What are some of the standout partnerships you’ve launched recently?
Ross Misher: It’s been an exciting time. One of the things we love most is pushing boundaries and creating unexpected moments for consumers.
This year, we launched several headline-worthy collaborations — one being a Kool-Aid x Space Camp Wellness lip balm collab with influencer Nick Sturniolo who brought it to life to his massive Gen Z following by creating content that drove viral buzz across social media.
We also brokered the Kate Spade x M&M’S fashion collection, which brought playful, candy-coated energy to high fashion. Earlier this year, we helped bring together Domino’s and [yellow tail] wine — a bold crossover between two powerhouses that surprised and delighted both of their fanbases.
TLL: Collabs and mashups have become massive in the food and beverage space. What makes that category so ripe for innovation?
Ross: Consumers are more open than ever to trying new things — especially if it’s a collab between two brands they already know and love — and brands are eager to meet them there.
Food and beverage is such a natural space for licensing because it taps into emotion, nostalgia, and culture in a tangible way. For example, take a few of our Kraft Heinz collaborations this year: the stylish Heinz x Kate Spade collaboration that launched the condiment couture trend and the refreshing partnership between Spritz Society and Claussen Pickles.
These mashups work because they combine familiar flavors and visuals with fresh, unexpected twists, creating a sense of discovery while leveraging built-in trust. This makes consumers more willing to engage, try, and ultimately adopt the product, driving both excitement and sales in a crowded marketplace.
TLL: What’s coming down the pipeline that you’re most excited about?
Ross: We have a big pipeline of exciting new opportunities. We also have some big milestones coming up with key clients, including Kool-Aid’s 100th anniversary in 2027 — for which some big programs are in the works.
It will be an iconic celebration anchored by a dynamic licensing campaign, bold collaborations, and exciting category expansions that honor the brand’s rich legacy while bringing in Gen Z and the next generation.
Another big milestone on the horizon next year is M&M’S 85th anniversary, for which we’re actively preparing with strategic programs designed to spotlight the brand’s timeless appeal in fresh ways.
We’re continuing our year of growth, building on more exciting new collaborations for Kraft Heinz and a slate of big strategic partnerships coming to retail. Mars Wrigley continues to expand its footprint in the CPG space through high-profile partnerships with leading brands like General Mills, Sparkling Ice, and more — delivering its iconic confections into fresh formats and new aisles.
We’ve also been exploring innovative territory with unique brand mashups and category firsts. Highlights include the co-branded ABE Performance x Tang launch — blending nostalgic flavor with energy — the debut of Crystal Light Vodka Refreshers, and the second successful flavor collab between Rita’s Italian Ice and Kool-Aid.
Our partnership between The J.M. Smucker Co. and Pets+People will introduce a standout line of pet toys inspired by fan-favorite brands like Milk-Bone, Jif, Smucker’s, and Meow Mix. Meanwhile, Smucker’s portfolio of beloved brands entered the licensing space with a splash this year — kicking off with PB&J Popcorn by Snaxsational and new launches at the Sweets & Snacks Expo, including Jif Snappers by Edward Marc brands and Smuckers Strawberry Filled Licorice by Frankford.
Finally, Tapatío continues to make bold moves, expanding its spicy footprint into an array of new categories – from Mac and Cheese to Potatoes – capturing the brand’s huge fan based in flavorful new ways.
We’re also signing on a fresh roster of new clients and are actively building high-impact, culturally resonant partnerships that will continue to shape the food and beverage licensing landscape.
TLL: Let’s zoom in a bit. What makes food and beverage licensing so unique — and powerful?
Ross: First, it’s fast. You might only buy a toaster once every decade, but you walk into a grocery store every single week. That kind of frequency means brands have repeated opportunities to connect with consumers.
Second, there’s built-in emotional equity. Food brands are woven into our childhoods, family traditions, and everyday lives. When you see Jif or Kool-Aid or M&M’S on a totally new product, there’s instant recognition and trust — which lowers the barrier to trial.
It’s also incredibly scalable. A hit product can roll out across so many retail doors overnight. And let’s not forget how visual and shareable food is. There’s a whole Instagram ecosystem built around this space (@SnackBetch, @snackolator, etc.). That built-in infrastructure supercharges organic buzz and in turn helps drive sales, promotion and exposure.
TLL: Food & beverage is now the second-biggest licensing category, just behind fashion. Why do you think it’s become so dominant?
Ross: The data backs it up; 69% of brand licensing agents are prioritizing food and beverage for 2025 and 2026, and it’s easy to see why. People love discovering their favorite brands in ways that are unexpected, nostalgic, or just plain fun. That virality is gold for brands. Consumers are more likely to try something new when it’s tied to a brand they know, especially in food. It’s a smart, scalable way to grow. Licensed food items help bring energy to the retail shelves and drive impulse purchases. There’s something powerful about walking down the aisle and seeing a flavor profile that reminds you of childhood, or a mashup you never thought possible. It also helps drive product innovation and boost brand awareness while sparking cultural conversations. Often, brands use licensed products to cautiously expand into adjacent categories through a ‘test and learn’ strategy, which helps minimize risk to the core brand.
TLL: Besides food and beverage, what else is driving growth for Brand Central right now?
Ross: Our inbound manufacturer representation business is absolutely booming. We’re getting more requests than ever from retailers, influencers, and brands that want to collaborate with our manufacturer clients. Launches like Gordon Ramsay x Thor Kitchen, and Hot Ones x Century Snacks are great examples of how we’re helping manufacturers tap into new audiences and cultural moments.
As consumers become more selective with their spending, licensing gives manufacturers a way to break through and offer something new and relevant without having to reinvent the wheel.
TLL: Brand Central turns 25 next year. What does that milestone mean to you, and what’s coming next?
Ross: It’s hard to believe it’s been 25 years. When we started with Kellogg’s back in 2005, virtually no one was doing food and beverage licensing at scale. We had to help pioneer the space, educate partners, and prove that these kinds of deals could work — and work big.
Seeing the category explode the way it has is incredibly gratifying. We’ve helped put together iconic partnerships and witnessed our clients brands make their way into new aisles, retail environments, and create cultural conversations.
For our 25th anniversary, we’re planning some exciting things, both for the agency and for our clients. Expect some fun retrospectives, but also some major forward-looking initiatives.
TLL: Final thoughts: What do you think makes Brand Central’s approach stand out?
Ross: We’ve had the privilege of representing 35% of the top 30 national food brands and currently represent over 160 food brands in our roster; a reflection of the trust we’ve built with some of the most iconic names in food, beverage, and restaurants. That trust has helped cement our role as experts in a highly specialized and strategic space, one that requires not just creativity, but a deep understanding of how these industries operate.
Our deep experience working with CPG companies and restaurant brands means we speak their language and understand the internal needs and complexities they face. We don’t take a one-size-fits-all approach; we take the time to truly understand each client’s DNA and build partnerships that are not just strategic, but emotionally and culturally resonant.
At the heart of that success is our team. There’s no secret formula. It’s about hiring and retaining the best people, those with the right experience and the right mindset.
Brand Central is built on a foundation of industry veterans who understand the nuances of food and beverage licensing inside and out. Our team brings a powerful combination of CPG expertise, innovation, and longstanding relationships with decision-makers at leading food and beverage companies and retailers, both large and emerging.
To us, licensing isn’t about slapping a logo on a product. It’s about creating something that feels right, something that sparks joy, nostalgia, or curiosity.
Whether it’s fashion, food, pop culture, or something entirely new, we think big, move fast, and stay ahead of where the market is going. And as long as there are brands with great stories to tell, we’ll be right there helping bring those stories to life in bold, unexpected, and unforgettable ways.