More Retaurant Licensing News

In a move first reported in our weekly subscription service some months ago, HJ Heinz is rolling out a new line of frozens licensed from T.G.I. Friday’s.

Five complete Skillet Meals inspired by the restaurant’s famous sauces such as “Firecracker Sesame Chicken” and "Cajun-style Alfredo Chicken and Shrimp" will feature an innovative delivery platform where the main ingredients are individually packaged. Keeping the components separate will allow the meats to brown without the vegetables getting soggy or the pasta going limp. In addition, toppers like sesame seeds and bacon bits will make the results a cut above the usual frozen entrée. The offerings will serve two, and include Sizzling Steak Fajitas, Chicken Fajitas, Chicken Pasta Carbonara, Firecracker Sesame Chicken and Cajun-Style Alfredo Chicken & Shrimp. Prices range from $6.99-$7.99.

Friday's has been licensing its brand for some years, and has deftly moved from the frozen appetizer to complete meals/entrees. It's the goal that any good licensor should be looking at, since frozen entrees can rack up sales of as much as $100MM+ annually.

But you can't reach the stratosphere in licensing without supporting your licensees, and Starbucks is expanding it licensed retail product line with four new super-premium ice cream flavors (manufactured under license by Unilever) with a bold move. Based on four Starbucks coffees, the products claim to be all natural and made with milk from farmers who pledge not to use cows treated with bovine growth hormone (rBGH). Flavors announced are Caramel Macchiato, Mocha Frappuccino, Java Chip Frappuccino and just plain Coffee. Sold in pint containers, the suggested retail price (SRP) is $3.99. Java Chip Frappuccino will also be offered in a 3.6 fl. oz. single-serve cup for $1.29 (SRP). Starbucks is supporting the products with coupons to drive sales of the retail product, coupons they are giving away in their cafes.

For years, this was restaurant heresy: driving consumers away from your business to the grocery store. But gradually restaurant executives are getting their heads out of their ***es and understanding that consumers see eating at-home and eating-out as TOTALLY SEPARATE MEAL OCCASIONS. So they aren't driving traffic away from the cafes so much as reinforcing their brand with consumers who will be going to the store anyway. Never have met a shopper who went to the store just to get a few cents off a product they wouldn't buy otherwise....

Unilever also manufactures, markets, and distributes the Ben & Jerry's, Breyers, Good Humor, Popsicle ice cream and frozen novelty brands among others. Broad Street Licensing Group represented both Good Humor and Popsicle for many years until their licensing programs became mature. Starbucks already has a successful line of licensed coffees at retail through a deal with PepsiCo.

Excerpted from BSLG's weekly subscription news reader service Food Business News. To subscribe or for information about licensing, contact Broad Street Licensing Group (tel. 973-655-0598)