Welchs, Healthy Food Brands ink licensing deal

Welch's, Healthy Food Brands ink licensing deal

New York-based food group Healthy Food Brands has entered into a licensing agreement that will see it begin to manufacture dried and freeze dried fruit under the Welch's brand.

The new snacking line will include freeze dried fruits, trail mixes and premium dried fruits, the company said.

"We are extremely excited to be working with this iconic family-friendly brand," said Russ Asaro, EVP of Healthy Food Brands.

Family-owned Welch's is best known for its grape juice products. The company already sells a number of branded fruit-based snacks and foods, including fruit snacks, licorice and juice bars.

Commenting on the deal, Glenn Hendricks, head of global licensing at Welch's, said the company is "excited" to expand the number of food products produced under the brand.

"Healthy Food Brands is a great partner and have developed delicious snacks with extraordinary packaging. They are the right company to get the Welch's brand to a broad market and extend the brand to more people in more places everywhere," he said. 

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Healthy Food Brands to Produce Welch's Dried Fruit and Freeze Dried Fruit


COMMACK, N.Y., Oct. 29, 2014 /PRNewswire/ -- Healthy Food Brands, a leading licensed and branded confectionary manufacturer with headquarters in New York, announced that they have partnered with Welch's to develop and market a wholesome snacking line under the Welch's brand. The initial line will include freeze dried fruits, trail mixes and premium dried fruits.

"We are extremely excited to be working with this iconic family-friendly brand," said Russ Asaro, Executive Vice President of Healthy Food Brands. "We have an outstanding team on board and are confident that the Welch's brand will take our "better for you" line to the next level."

Headquartered in Concord, Massachusetts, Welch's is the world's leading marketer of Concord grape-based products.

As a family-farmer owned business, Welch's has been delivering the goodness of the grape to adults and children alike for generations
Welch's is an iconic brand with a rich heritage and a portfolio of family favorites.

"We are excited to be extending the Welch's brand into additional snacks that families will enjoy," said Glenn Hendricks, Head of Global Licensing at Welch's. "Healthy Food Brands is a great partner and have developed delicious snacks with extraordinary packaging. They are the right company to get the Welch's brand to a broad market and extend the brand to more people in more places everywhere."

Welch's licensed snacks will be available at major national retailers beginning in 2015. Healthy Food Brands will be releasing additional better-for-you products in the following months.
The agreement between Healthy Food Brands and Welch's Licensing was brokered by Brandgenuity.

Original source: Healthy Food Brands