U.K.-based, American-style baking brand The Hummingbird Bakery is planning to extend into new product categories with the help of Beanstalk.
Well known in the U.K. for its cupcakes, pies and other American-inspired treats, The Hummingbird Bakery opened its first London bakery in 2004 and now has five locations and three best-selling cookbooks.
“The Hummingbird Bakery’s broad consumer awareness and strong emotional connection with consumers have together created an extensive online fan base as well as a widespread group of loyal offline supporters that are keen to experience the brand in new ways,” says Ciarán Coyle, president, Beanstalk, Europe and Asia Pacific. “By expanding its offerings through licensing, the company will strengthen its position as the go-to experts on American-style baking and give both loyal and new customers an opportunity to enjoy the Hummingbird brand in new products and occasions.”
Beanstalk plans to extend the brand into a range of food and non-food items including ice cream, chocolate, biscuits, cake decorations, syrups and flavored teas, as well as American bakeware, kitchen textiles and kitchen appliances.
“Following the success of our cookbooks and with the ever increasing popularity of our stores, consumers are now asking us for new ways to enjoy the brand and for the authentic materials to try our recipes at home,” says Tarek Malouf, founder and managing director, The Hummingbird Bakery. “Through licensing, we will be able to offer customers Hummingbird Bakery-branded products to create their own Hummingbird experiences, as well as being able to enter general grocery stores with new and exciting food categories that build on The Hummingbird Bakery’s most popular flavor profiles.”