The Broad Street Licensing Group will be licensing the BURGER KING® brand into the food category for non-menu products such as snacks, confections, ice cream and desserts. This follows their earlier announcement to license the BK JOE™ coffee brand into the grocery market. Bill Cross, partner at Broad Street Licensing and director of food-to-food programs, said, “licensing established food brands like BURGER KING® relieves pressure on manufacturers in the grocery and convenience store channels struggling with high slotting fees. The BURGER KING® brand is an enormous brand with instant credibility in foods associated with indulgence, satisfaction, a distinctive flavor and creative new menu-items like BK™ Chicken Fries and BK™ Stacker.”

Cross continued, “this is another way for consumers to ‘Have It Your Way®’ and will bring the brand into the retail food marketplace.” Russ Klein, President, Global Marketing, Strategy and Innovation, Burger King Corporation and President of Burger King Brands, Inc., described his company’s path to food licensing as “careful and strategic. We chose Broad Street Licensing Group as our agency because of their extensive experience with food-to-food licensing, and feel our licensing program is now moving ahead in the areas where we intend to concentrate.”