Surge Brands recently partnered with The ONE Group as the exclusive licensing agent for its brands including Benihana. Surge and The ONE Group has unveiled a trio of licensing partners and the launch of the first Benihana-branded product under the program. The new collaborations will extend the iconic Benihana brand into a range of retail and product categories, strengthening its presence around the world and consumer reach.
As a leader in hospitality and “vibe dining,” The ONE Group oversees Benihana, the iconic brand that has spent more than 60 years redefining teppanyaki with its theatrical dining experience. Today, with over 80 domestic and international locations, Benihana continues to enchant guests across North America, the Caribbean, and Central & South America under The ONE Group’s direction.
The first licensed product to debut is Benihana Teriyaki Chicken Crisps from Flock Foods. The high-protein, keto-friendly chicken crisps seasoned with flavors inspired by Benihana’s signature dishes. The crisps reflect the brand’s celebrated craftsmanship and culinary personality, giving consumers a new way to enjoy Benihana at home or on the go. Available at flockfoods.com.
Additionally, Surge Brands has appointed Continuum to develop a line of steak knives, cutting boards, woks, etc., and Pelmen for frozen dumplings and Benihana’s iconic sauces.
Emanuel “Manny” Hilario, President and CEO of The ONE Group, said:
“As we look to the future, further expanding our brands beyond our restaurant doors is a natural evolution. Through this partnership with Surge Brands, we will bring the unique experience of our brands to fans worldwide in new and exciting ways, further cementing our place as a cultural and culinary icon.”
Surge Brands is developing a licensing program to extend the beloved brand beyond its world-renowned restaurant experience and into retail spaces, grocery aisles, and home kitchens through unique product development across categories, including gourmet foods, cookware, kitchen accessories, apparel, collectibles, and home experiences that celebrate Benihana’s signature flavors, craftsmanship, and celebratory spirit.
Ari Freedman, Vice President of Licensing at Surge Brands, said: “Benihana is an iconic brand that evokes passion, nostalgia, and excitement for millions of guests around the world. With the launch of the Benihana Chicken Crisps and the addition of Continuum and Pelmen, we are proud to translate Benihana’s legendary experience into a dynamic range of products that consumers can enjoy every day.”
