Iceland Foods has partnered with Food Brands Now to manage the development of its licensed food brands.
As part of the agreement, the licensing firm will work with Iceland to grow its licensed brand opportunities to increase consumer engagement and drive category growth.
Food Brands Now will be responsible for leading brand strategy, innovation pipelines, commercial modelling and partner selection.
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Director at Food Brands Now Oliver Gilding said: “This partnership with Iceland shows what can be achieved when food‑led licensing is built for sustained, long‑term growth.
“In the current cost of living environment, brands play an increasingly important role in delivering trust, familiarity and elevated everyday experiences for shoppers, and our focus is on building licensed ranges with clear strategic intent that drive sustainable category growth.”
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