Beanstalk Expands Partnership with Kellanova to Manage Lifestyle Licensing in Europe
LONDON (October 06, 2025) – Beanstalk, a global leader in brand extension and licensing, is pleased to announce 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.
“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,” said David Lee, Senior Director, Global Licensing & Cultural Marketing.
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.
About Kellanova
Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands including Pringles®, Cheez-It®, Pop-Tarts®, Kellogg's ® Rice Krispies Treats®, RXBAR®, Eggo®, MorningStar Farms®, Special K®, Coco Pops®, and more, Kellanova’s vision is to become the world’s best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people. Our net sales for 2024 were approximately $13 billion.
At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com.
About Beanstalk
Founded in 1992, Beanstalk, a global brand licensing agency, works closely with its clients to create transformative brand extensions to drive innovation and incremental brand value. Delivering on its unparalleled expertise across multiple industry sectors, the agency has worked with leading global brands, manufacturers and retailers to create ground-breaking consumer products and experiences for brands, celebrities and media properties that strengthen their connections with consumers. Beanstalk offers a breadth of services across its practice areas, including brand representation, gaming & entertainment representation, manufacturer representation, consulting, brand partnerships, cultural intelligence, location-based entertainment, legal and financial services, and royalty auditing. The company is headquartered in New York, with offices in London, Miami, Cincinnati, Mexico City and Sao Paulo, and affiliates throughout the world. Beanstalk is the recipient of over 40 industry awards, including the Licensing International Excellence Award for Best Licensing Agency. For more information, visit www.beanstalk.com.