Independent licensing company Bulldog Licensing, which manages licensing in the UK and Ireland for Pinch of Nom, has announced a major deal for the brand in the kitchenware category – a very appropriate licensing agreement for a cookbook that has become a UK-wide phenomenon.
PMS International, the UK’s leading importer and wholesale distributor of a wide selection of everyday value products, has produced a range of Pinch of Nom-branded kitchen aids and utensils including bakeware, kitchen utensils and air fryer accessories.
The range launched to trade at Spring Fair, the retail industry's number one wholesale home, gift and fashion trade event. It will launch across a wide range of retail outlets in the UK and Ireland later this year as well as across several international territories after strong retail interest at the show. The Pinch of Nom name will appear both on the products and packaging to highlight the brand.
PMS International Group PLC was originally launched in 1970 by its founder, Paul Beverley. The family business has now been trading for over 55 years. Within that time PMS has grown to become the UK’s leading importer and wholesale distributor of a wide range of everyday value products.
Pinch of Nom began life as a Facebook group and blog for friends who want to eat healthy, slimming-friendly food that actually tastes good – a safe space to share hints, tips and motivation.
It was when the blog published a cookbook that Pinch of Nom truly made major headlines. Sales of 210,506 copies in its first three days were more than any other non-fiction work had managed in a single week since current records began in 1998.
More books followed and today the blog’s creators Kate and Kay Allinson are bestselling authors with over five million books sold.
Now a licensing campaign is building on the appeal of the books by targeting a wide audience – one that includes multigenerational families, recipe lovers, people who follow weight loss programmes and the health aware, but also, and importantly, people who like their tasty recipes supported by tips and advice that take into account both their busy lives and their pockets.
The campaign leverages the distinctive look and feel that makes the Pinch of Nom brand instantly recognisable – a brand that thrives on colour and a friendly, approachable appearance.
The initial focus for the Pinch of Nom brand has been, not surprisingly, on kitchenware and related products, notably the popular range of Jelly Pots from Fruitypot Ltd which recently launched at Aldi to a great reception.
Pinch of Nom has also inspired a Flava It! range of recipe seasoning mixes, along with birthday cards and calendars with publisher Danilo – and its very own magazine.
Future potential categories include kitchen textiles, homeware, small electricals like air fryers, slow cookers and pressure cookers, and more kitchen aids and utensils, not to mention food delivery and home baking.
John Costi-Mouyia, International Sales and Licensing Director, PMS International, says: “Pinch of Nom is an ideal brand for a company like ours that aims to bring quality and value into numerous categories – of which kitchenware is a very important one. We’re thrilled to be supporting one of the UK’s best-loved cooking and recipe brands and delighted to be spreading the word about good affordable, healthy food. Working with Pinch of Nom has been a wonderful experience.”
Kay Allinson, Co-founder, Pinch of Nom, says: “The ongoing success of Pinch of Nom has taken the brand into exciting but also highly appropriate licensing categories that help the Pinch of Nom community in preparing healthy, tasty recipes with the minimum of fuss and expense. Partnering with PMS, which is known for quality and affordability, is a great way to support that aim.”
Rob Corney, Bulldog MD, says: “The amazing growth of the Pinch of Nom books and ideas has brought strong demand for products that support the ideas and recipes Kate and Kay endorse. These kitchen aids and utensils from a trusted, affordable supplier will, I am sure, be a big hit as the brand continues to expand.”