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Sweet Deal Between Mars Wrigley and Brand Central

Brand Central has landed a major account, signing a partnership with confectionery giant Mars Wrigley, maker of many of America’s favorite candies and snacks.

Mars Wrigley is known for their leading portfolio of iconic brands such as M&M’S, SNICKERS, SKITTLES, STARBURST, TWIX, DOVE, EXTRA, and Hubba Bubba, among others. Now, the company has selected global brand licensing consultancy Brand Central to extend its best-selling brands into new food, beverage and merchandise consumer product categories. 

“It is the dream of any licensing agency to represent Mars Wrigley—a portfolio of some of the world’s favorite brands with enormous brand affection. The opportunities are tremendous and the demand is high.  We are thrilled to help them extend into strategic new food and beverage categories and on-trend merchandise that will expand brand footprint and enhance brand love,” said Ross Misher, Brand Central’s CEO.

Misher says Brand Central will begin work immediately to strategically extend the Mars Wrigley brand portfolio across growing food and beverage categories, innovative merchandise partnerships, and collaborations with leading lifestyle brands. 

Brand Central was selected because of its vast experience in food and beverage licensing representing other beloved brands, said Leslie Philipsen, Director, Local Brands and Licensing at Mars Wrigley.

“After a thorough search, we are thrilled to select Brand Central as our licensing agency,” said Philipsen. “We feel that Brand Central has the strategic initiative and expertise to bring new opportunities to our brands.” 

Brand Central LLC is well known in the industry as a premiere global brand consultancy that provides comprehensive business solutions in the areas of brand extensions to some of the world’s most recognized brands including:  Takis, Tapatio Hot Sauce, Heinz, Oscar Mayer, Jell-O, Kraft Macaroni and Cheese and many more. The company specifically has extremely deep expertise in the area of food and beverage licensing.

It’s a good fit for Mars Wrigley, which not only produces candy and snack foods, but is also one of the world’s largest producers of pet food and pet care products.

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