Beanstalk has announced the expansion of its partnership with Kellanova, the company behind some of the world’s most beloved food brands, including Corn Flakes, Coco Pops, and Pringles.
Having represented Kellanova across various markets worldwide, including the U.S., Latin America, Australia, and Europe for food and beverage, Beanstalk will now also manage and grow the non-food lifestyle licensing program in Europe across its entire portfolio.
This strategic expansion with Beanstalk marks an exciting new chapter in the ongoing success of Kellanova’s lifestyle licensing program. This next phase will unlock fresh, trend-forward opportunities for consumers to engage with Kellanova’s trusted brands in innovative and playful ways.
David Lee, Senior Director, Global Licensing & Cultural Marketing, said:
“Kellanova is committed to creating better days and a place at the table for everyone through our trusted brands. Expanding into lifestyle categories in the European region through our partnership with Beanstalk will allow us to connect with consumers in new and meaningful ways, further bringing our vision and purpose to life.”
Beanstalk will focus on extending the cereal brands such as Corn Flakes, Coco Pops, Frosties, Krave/Tresor, and Crunchy Nut, as well as Pringles, into categories that tap into cultural relevance and consumer passion points, including apparel and accessories, back-to-school, beauty and novelty, and gifting. Target audiences include families, Gen Z, Millennials, and other consumers who grew up with Kellanova’s iconic brands, offering them new ways to celebrate their long-standing emotional connection.
“We’re thrilled to be expanding our partnership with Kellanova in Europe to encompass lifestyle licensing,” said Ian Joynson, Managing Director, Beanstalk, EMEA & Asia. “This exciting next step builds on the strength of our global collaboration and opens up new opportunities to bring Kellanova’s iconic brands to life in fresh, relevant ways that are true to the spirit of their heritage.”
With a footprint now extending across all of Europe, Beanstalk is uniquely positioned to identify and develop strong licensing partnerships that will further amplify Kellanova’s global influence and bring its beloved brands to life in unexpected ways.
