Leading Licensing Agency to Leverage Food Licensing Experience to Extend Chiquita and Fresh Express into Non-Food and New Food Categories
March 8, 2011, Atlanta, GA., – Nancy Bailey & Associates, a leading corporate brand licensing agency, announced today that it has been selected by Chiquita Brands to extend both the Chiquita and Fresh Express brands into both non-food and new food categories in the U.S. and Canada. Nancy Bailey & Associates will leverage its deep experience in licensing food brands to create and execute strategic licensing programs that communicate the brands’ characteristics of high quality and freshness.
Chiquita is the number one consumer preferred banana brand globally and has 99% brand awareness among American consumers. Americans also consume 20 million servings of Fresh Express salads each week, making it the number one salad brand in the United States.
“The positive associations that consumers make between both Chiquita and Fresh Express with quality, flavor, freshness and nutrition creates tremendous potential for brand extension,” said Nancy Bailey, chairman, Nancy Bailey & Associates. “We are confident that licensing will enable Chiquita and Fresh Express to leverage these qualities in relevant categories and retail channels.”
“As consumers seek out healthier, natural products, Chiquita® and Fresh Express® are trusted brands that can deliver on the promise of taste, nutrition and freshness,” said Tanios Viviani, Chiquita’s president, global innovation & emerging markets and chief marketing officer. “With their reputation and experience in both corporate and food licensing, Nancy Bailey & Associates will play an integral role in translating those qualities to new product categories and steering our brands toward licensing success.”
Under the agreement, Nancy Bailey & Associates will help Chiquita extend its flavor profile and value-added ingredients, as well as its iconic logo, the Miss Chiquita brand character, and its vintage artwork into multiple product categories. Fresh Express will also extend its brand in both food and non-food categories.
Nancy Bailey & Associates will target food, drug and mass retailers, to distribute a wide range of Chiquita and Fresh Express branded products for launch in 2012.
About Chiquita Brands International, Inc. Chiquita Brands International, Inc. is a leading international marketer and distributor of high-quality fresh and value-added food products – from energy-rich bananas and other fruits to nutritious blends of convenient green salads. The company markets its healthy, fresh products under the Chiquita® and Fresh Express® premium brands and other related trademarks. With annual revenues of more than $3 billion, Chiquita employs approximately 21,000 people and has operations in nearly 70 countries worldwide. For more information, please visit www.chiquitabrands.com
About Nancy Bailey & Associates Nancy Bailey & Associates is at the forefront of trademark and brand extension licensing. The company develops and manages successful licensing programs for several Fortune 100 companies. A pioneer and leader in brand extension licensing for more than 25 years, NBA develops strategic long-term partnerships that leverage brand equity to create innovative products. Headquartered in Atlanta, and with offices in Miami, New York, Los Angeles, London and Hong Kong, the company is a full-service licensing agency specializing exclusively in the management of trademark licensing programs as well as providing consulting services for corporate trademark brand extension. For more information, please visit www.baileylicensing.com.
Nancy Bailey & Associates is a division of Beanstalk, a leading global brand licensing agency and consultancy, and is a part of Omnicom Group Inc. Diversified Agency Services (NYSE: OMC). Omnicom (www.omnicomgroup.com) is a leading global marketing and corporate communications company.