Brandgenuity announced today that it has been selected as the exclusive licensing agency of record for Honey Bunches of Oats, the #1 family brand in the Post Consumer Brands Cereal portfolio and a leading family cereal in the United States. Its unique taste, crunchy texture and bunches of oats have made Honey Bunches of Oats a household favorite.

Brandgenuity will explore extending this mega brand into snack bars, baked goods (breads, muffins, cookies), on-the-go snacks, frozen and shelf stable breakfast items, ice cream and more.

The brand launched 35 years ago and has been one of the most successful family cereals. Every bowl includes the perfect combination of crispy flakes, crunchy oat clusters and a touch of honey. While Honey Roasted and Almond are the most popular flavors, the franchise includes six flavor varieties. Consumers can find Honey Bunches of Oats in more than 81,000 retail stores, including Walmart, Costco, Sam’s Club, Kroger, Publix, and Albertsons. Honey Bunches of Oats boasts incredible brand awareness (93+%) and household penetration—1 in every 5 households has a box of HBO in the pantry. And it is the #1 cereal brand among Hispanic consumers.1

“We selected Brandgenuity for their strategic thinking and expertise in the complexities of food licensing,” said Leah Broeders, Head of Licensing at Post Consumer Brands. “And what a perfect time to be extending this brand—oats and oat-based products are in high demand, and growing millennial families love this brand.”

Honey Bunches of Oats is already used outside of the breakfast occasion as a snack, a topper and in baking, which means extension possibilities abound.

“We are so excited to work on this iconic brand,” said Jay Asher, Partner at Brandgenuity. “Food licensing is exploding, and unique, distinctive flavors are a key to success. This brand is beloved by kids and adults and is a favorite among Hispanic consumers as well. There is a lot to build on here.”

For more info on how Honey Bunches of Oats can elevate your product line or help you to reach new consumers, please contact us at info@brandgenuity.com.

About Post Consumer Brands
Headquartered in Lakeville, Minn., Post Consumer Brands, a business unit of Post Holdings, Inc., is dedicated to providing people and their pets with delicious food choices for every taste and budget. The company’s portfolio includes beloved brands such as Honey Bunches of Oats®, PEBBLES™, Grape-Nuts® and Malt-O-Meal® cereal, and Peter Pan® peanut butter, as well as Rachael Ray® Nutrish®, Kibbles ‘n Bits® and 9Lives® dog and cat food. As a company committed to high standards of quality and to our values, we are driven by one idea: To make lives better by making delicious food accessible for all. For more information about our brands, visit www.postconsumerbrands.com and follow us on LinkedIn for the latest news.