Brands Display Their Power as Sales From Licensing Deals Grow

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Pink Starburst gelatin snacks. Frank’s RedHot sunflower seeds. Wendy’s chili—in a can.

These products are just some of the many licensed items Conagra Brands introduced during the first half of 2023. Indeed, the Chicago-based food manufacturer behind Slim Jim, Duncan Hines and Chef Boyardee has a history of working with brands in ways that generate buzz and drive sales.

“The best licensed partnerships are quickly and easily understood,” said Caitlin Davy, manager of brand communications and content at Conagra Brands, who noted that deals of this sort help Conagra reach more consumers than it could on its own.

And it’s certainly not the only company pursuing this strategy.




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