QSR Popeyes enters licensing for the first time, as licensee C.H. Guenther & Son Inc. launches a buttermilk biscuit baking mix at more than 3,000 Walmart stores and online.

The mix, which can produce 7-9 biscuits and is being sold in Walmart’s baking aisle, is the initial push in what is expected to be an expanding licensing program, says Seltzer Licensing Group’s Stuart Seltzer, whose firm is handling licensing for Popeyes. Popeyes, which had 2,892 restaurants as of Dec. 31, is owned by Restaurant Brands International, which purchased the chain last year.

For Guenther, the deal is the company’s second in licensing. It sells Peter Pan flour under the Morrison brand. It also markets its own baking mixes with the Pioneer label.

Contact:

Seltzer Licensing Group, Stuart Seltzer, Pres., 212-244-5548, stu@seltzerlicensing.com