Old Bay Seasoning to Extend into Food and Non-Food Categories
May 2, 2011, New York, NY., — Beanstalk and its division, Nancy Bailey & Associates, announced today that it has been selected as the licensing agency of record for McCormick & Company’s Old Bay® Seasoning Brand. The agency will leverage the Old Bay Seasoning experience into both food and non-food categories to reinforce the brand’s vision of becoming the definitive seafood flavoring brand in the U.S.
Beanstalk and Nancy Bailey & Associates will help Old Bay extend its unique blend of ingredients, iconic logo and packaging, recipes, and bright, bold artwork into multiple product categories, including fresh and frozen meals, sauces and marinades, as well as housewares, kitchen supplies and apparel. Products are targeted to launch in 2012 at mass retailers, grocery, drug, convenience and club stores.
“Old Bay’s distinct flavor has allowed the brand to amass an army of devoted brand enthusiasts, all of whom share a passion for seafood and food in general,” said Ben Flood, Senior Associate Product Manager, Old Bay. “Consumers are turning to seafood as they continue to look for nutritious meal options, and through licensing, Old Bay can fill a void in the marketplace for delicious, flavorful foods as well as cooking accessories to assist with preparation.”
With its unique blend of 18 herbs and spices and iconic packaging, Old Bay is the number one brand in seafood seasonings. The brand is often associated with festive occasions, summertime entertaining and culinary adventure. Old Bay’s unique flavor and high quality ingredients are currently available in original and specialty blends, dry rubs, tartar and cocktail sauces, and seafood cake and batter mixes.
“We have always viewed Old Bay Seasoning as one of the most admired and iconic brands within its category due to its bold, unique flavor, superior quality and a brand promise to enhance the dining experience,” said Nell Roney, President of Nancy Bailey & Associates. “It is our goal to build a program that not only reinforces that promise with existing brand champions, but also reaches consumers who have yet to experience Old Bay Seasoning through new products and retail channels.”
About McCormick McCormick & Company, Inc. is a global leader in flavor, with the manufacturing, marketing and distribution of spices, seasonings, specialty foods and flavorings to the entire food industry – retail outlets, food manufacturers and food service businesses. McCormick was founded in 1889 in Baltimore, Maryland. Today, with an extensive network of researchers, trend experts, chefs, kitchens, food technologists, and sensory analysts, McCormick keeps its finger on the pulse of flavor. Visit www.mccormick.com and www.Facebook.com/McCormickSpice for more information.