185_187_188-189_Food Drink.qxp_NEW LSB 2008 GRID 20/09/2018 16:05 Page 189
TREND FOCUS: FOOD & BEVERAGE
have been extensively tested by General Mills, the manufacturers of the Betty Crocker brand, in their own kitchens in both the UK and the USA with fantastic results.” He explains: “It only takes 3.5 minutes to make brownies in the microwave and 5.5 minutes to make a cake, which people still can’t quite believe. With virtually only a couple of minutes preparation and washing up time needed, our two products are ground breaking with regards to the speed in which perfect results can be attained time after time.”
Left: JWP’s Betty Crocker Microwave Cake Maker and Brownie Maker include ingredients trays so measuring jugs or scales are not needed.
Below: Joe Wicks with his non-stick aluminium cookware from Meyer Group.
Inset: James Martin has a long running partnership with Stellar cookware.
Celebrity Matters
When it comes to the F&B sector, there is a natural affinity with celebrity chefs and health and fitness personalities. While superstar chefs Jamie Oliver, James Martin and Raymond Blanc all celebrate long running partnerships with the likes of Tefal, Stellar and Meyer Group respectively, new celebrity collaborations reflect how those influencing how we eat are not necessarily chefs. Social media sensation, Joe Wicks has recently developed a partnership with Meyer to launch a range of cookware. Global Merchandising Services, which manages the Joe Wicks brand, has been focusing initially on food/FMCG and cookery, athletic wear and fitness equipment. Joe’s first technical apparel product is launching exclusively online at thebodycoach.com for end of 2018/19 and will consist of both men’s and women’s ranges from training tops to leggings and shorts. Further partnerships are soon to be announced with a view to product launches across food, kitchen textiles and small electricals in 2019. Horwood’s partnership with celebrity chef, James Martin now spans 20 years, and recent developments include a new cookware range and a merchandising unit that enables stockists to cross merchandise the brand. James Robinson, Horwood’s marketing manager, explains why the long running collaboration continues to be so strong: “Firstly, it is a case of understanding James’ appeal and who is the typical James Martin customer. Stellar recognised that, for the collection to be successful, it needed to be affordable for the James’ loyal middle England following.” Meanwhile, the Jamie Oliver brand is continuing to grow apace with new bakeware and storage from DKB. The new Italian range in the Merison gifting brochure also ties in neatly to Jamie’s upcoming book Jamie Cooks Italy, while a new range of Italian inspired pans have been developed with Tefal and the next phase will see a range of electricals being developed.
LICENSING SOURCE BOOK EUROPE 2018
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