The Recipe for Success in Food & Beverage Licensing

May 19, 2026

By: Licensing International

An Executive Voices Blog by Ross Misher, CEO of Brand Central

I fell in love with food licensing in 2007, when our former client Kellogg’s asked us to secure an indulgent brand license that could extend from cereal to bars. We identified Cinnabon, secured the deal, and launched a nearly 20-year partnership between two powerhouse brands.

Since we jumped into the food and beverage licensing game 20 years ago, it has become a top category in licensing, generating billions in revenue annually. Nearly 40% of brand owners said they were looking to enter the category last year. But why is this category growing so quickly?

The answer is that partnerships and collaborations deliver the newness consumers crave with the confidence of a brand they already love. For example, one in four adults are more likely to try an unfamiliar flavor if it’s from a brand they know and 45% of Gen Z tries a new beverage every month. In fact, the huge popularity of food and beverage licensing and collaborations has recently created a social media ecosystem of influencers (such as Junk Banter and Snackolator) that turns every drop into a cultural event.

Over the years, the food and beverage licensing landscape has shifted from a focus on entertainment properties to a broad mix across sports (Pringles x Formula 1), music (Blackpink x Oreo), and fashion (Kate Spade New York x Heinz). The fastest-growing area is food-to-food partnerships that bring flavor, authenticity, and innovation to another brand. Recent examples include Sparkling Ice x Starburst beverages, Snickers x Pillsbury cookie dough, and Edward Marc x Jif Snappers.

But, with this growing number of collaborations, it is essential to make sure you are partnering with the right brand and creating an innovative product that has a unique story.

Without proper diligence on the front end and support on the back end, collaborations can fall flat. That’s why the most meaningful collaborations today are data-backed but also deliver taste you can see and scroll. This is crucial because today’s environment demands that brands spend as much time promoting the partnership as they do developing it.

The beauty of food and beverage licensing, beyond limited time offers, is that there is longevity in these products due to high velocities and repurchases. Licensed partnerships like Yoplait x M&M’S or Dorito’s x Tapatio have been in the market for over 10 years and continue to generate sales. Consumers love products where two trusted brand names come together.

Brand Central represents over 100 food and beverage brands and last year delivered 75 CPG partnerships. Here are five major trends we are tracking:

Functional wellness
The focus on wellness is now mainstream, with the “proteinification” of everything, “fibermaxing,” and gut health.

Clean Label Compliance
As retailers and regulators raise the bar on what constitutes a “clean label,” manufacturers are racing to keep up and find substitutes for non-compliant ingredients such as artificial flavors and colors.

Power Pairings
Brands that previously were competitors are finding common ground in strategic licensing partnerships, as evidenced by the Reese’s x Oreo collab.

Celebrity Spotlights
Celebrity and creator-led drops convert attention into sales, like the Dunkin’ x Ice Spice and Bodyarmor x Dude Perfect offerings.

Unexpected Launches
Collaborations that bring together unexpected pairings (like Kraft Mac & Cheese x VanLeeuwen ice cream or the Pringles x Caviar Co. launch) generate virality and attract new customers to each brand’s core products.

To properly take advantage of these trends and expand within the food and beverage licensing landscape, however, there are several steps a brand owner or manufacturer must take.

If you are a manufacturer, check the rules and claims you must meet, including colors, allergens, and certifications. Make sure the product truly delivers on taste and quality, model full costs so margins work with royalties, and confirm ingredient supply. Review the brand’s reputation, insurance requirements, and stance on clean labels. Consider partnering with a licensing agency to identify white spaces, vet potential partners, structure mutually beneficial deals, and manage post‑license execution.

If you are a brand owner, set clear brand guardrails and pick partners with strong category chops, quality standards, and distribution capabilities. Lock in guidelines for food safety, ingredients, and claims; align on royalty, guarantees, and costs; and define territory, channels, and exclusivity. Build a tight approval process, plan retail and launch support, track velocity and repeat, and protect your reputation with insurance, audits, and clear exit rights.

Food and beverage licensing is an exciting growth area of our industry. With new players entering the market, staying ahead of rapidly shifting trends is essential. The best F&B licenses win by pairing trusted brands with real product excellence and launching at the speed of culture.

Brand Central is a global brand consultancy that ignites growth through strategic brand extensions and high-impact licensing. It represents many of the world’s most recognized brands, including Mars Snacking, Kraft Heinz, The J.M. Smucker Co., and more. Brand Central also partners with leading manufacturers to uncover white space, secure standout partnerships, and launch products that drive growth.