Food and drink companies in Western Europe are increasingly launching products through branding deals with chefs, restaurants and food service chains, said Louise French, associate vice president of business development and marketing for licensing agency Beanstalk. "When it works well, there are huge benefits for the licensee as well," she said. "There seems to be a lot of proliferation in sweets. In sweets, cakes and confectionery there has been a lot of interest."
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