Sunkist Growers appoints Westbridge Licensing for U.S. non-food program
Sunkist Growers has appointed Westbridge Licensing to develop and manage its non-food licensing programme in the United States across defined product categories.
The partnership will focus on extending the Sunkist brand beyond its traditional food and beverage business into selected consumer products. Initial categories under exploration include outdoor accessories, apparel, personal care, home, kitchen and lifestyle products.
Westbridge Licensing will work with Sunkist to identify, develop and secure licensees through a curated network of partners. Additional opportunities may be evaluated as the programme develops.
According to Sunkist, the new initiative builds on its existing global licensing platform, which currently includes more than 800 branded products in more than 80 countries across food, beverage and non-food categories. Westbridge will focus specifically on developing the U.S. non-food business.