NBCUniversal has signed four new licensees for its reality TV series “The Biggest Loser” for a variety of products designed to reinforce the brand’s position as a multi-faceted, healthy living franchise.
The Kind Kitchen will launch a line of branded kitchenware including cookware, bakeware and kitchen accessories designed to help people lead healthy lifestyles. Products include non-stick pans, woks, food preparation utensils, aprons, kitchen tools and gadgets, tea kettles, non-stick baking pans, baking mats and pie plates.
House Foods America has signed a co-promotional deal that will include branded bags of Tofu Shirataki and Traditional Shirataki noodle products.
Duda Farm Fresh Foods & Grimmway Farms have also signed promotional deals with Duda planning branded celery and Grimmway featuring branded carrots.
These new partners join a host of other partners in the Biggest Loser program including fitness training products from the Aerobics and Fitness Association of America and Digital Wellness; fitness equipment from Jacob’s Ladder; The Biggest Loser Club online weight loss system; The Biggest Loser eight-week bootcamp; a corporate wellness program that guides employees to better health; The Biggest Loser RunWalk Race Series from Fitworld Group; The Biggest Loser Resort; and specialized healthy food products from 5 Star Foods (bagged salads, veggie snacks, fruit snacks and fresh and frozen steamed meals), General Mills (co-promotion with Nature Valley Bars, Yoplait, Larabar, Progresso soups, Green Giant frozen vegetables, Cheerios), Fiber One bars, Food Should Taste Good chips and Jennie-O Turkey Store Sales (co-promoted turkey products).