London, UK – Metrostar has confirmed it has signed up for the Festival of Licensing and will be working with a new client, Kraft Heinz to use the event as a platform for a hard launch of its brands into licensing.

The two companies, along with the company’s global licensing agent, Brand Central, have been working with Kraft Heinz brand teams on strategies for each of the brands in the UK and have identified their key priorities for the show. Metrostar reports that early conversations are going well, with high levels of interest amongst both retailer and licensees, and the Festival of Licensing provides the ideal platform to introduce Kraft Heinz brands to the broader licensing industry.

A variety of Heinz sub-brands are to be on show, including Tomato Ketchup, Baked Beans, Salad Cream, Cream of Tomato Soup, Spaghetti Hoops, as well as other brands in the company’s portfolio such as HP Sauce, Lea & Perrins, Amoy and Bull’s Eye.

Metrostar MD Claire Potter comments,

Our workshops have generated some great new product ideas for these iconic brands. The opportunity to extend is significant and we’re looking forward to talking with potential partners in food and non-food about our thoughts. The Festival of Licensing couldn’t have come at a better time for us.

Kraft Heinz Marketing Director Northern Europe, Olivia Hibbert comments,

With unmatched strength in brands spanning across categories with over £800M in UK and Ireland sales, we are excited to take these iconic and much loved brands into new and exciting directions for the future.