Perpetual Appointed As Licensing Agency For Chicken Of The Sea International
Iconic Seafood Brand to Extend into New Food and Non-Food Products
NEW YORK – Dec. 11, 2012 – Perpetual Licensing LLC, a New York and Los Angeles-based brand licensing agency, announced it has been engaged by Chicken of the Sea International to develop its strategic brand licensing program.
Perpetual will work with Chicken of the Sea to extend the brand into new healthy, nutritious and convenient seafood and seafood-related products that reinforce the brand’s position as a leader in the market. Licensed products could include soups (such as clam/seafood chowders), seafood stocks, meal starter kits, sandwich spreads, condiments and other products that complement seafood.
Famous for its iconic mermaid and unforgettable jingle, and with nearly 100 percent brand awareness and distribution to more than 50,000 retail locations, Chicken of the Sea controls a large share of the grocery market for packaged seafood. Chicken of the Sea offers consumers a wide array of seafood products beyond its popular tuna including: salmon, clams, crabs, mackerel, oysters, shrimp, kipper snacks and sardines. The company sells more than 250 million cans and pouches of seafood annually, making it the No. 1 brand in many of its segments.
“Our products are a kitchen staple and consumed by millions of consumers every day,” said John Sawyer, senior vice president of sales and marketing for Chicken of the Sea. “As we near our 100th anniversary, we believe the Chicken of the Sea brand can extend into many new product categories. After an extensive agency review, we chose Perpetual Licensing because its team and its vision for the licensing program, were most aligned with our own plans for future growth.”
Chicken of the Sea has a long history of innovation, dating back to the early part of the 20th century, when it was the first cannery to commercially pack yellowfin tuna. Chicken of the Sea would later become the first national brand to introduce skinless/boneless pink salmon and specialty seafood products, including crab, shrimp, oysters and clams. Peel-and-eat cups, introduced in 2006, add to the list of innovations brought to consumers by the brand. Earlier this year, Chicken of the Sea introduced No Drain Tuna, a revolutionary tuna product that comes in an easy-to-open can and doesn’t require liquid to be drained prior to using it.
“Food-related brand licensing has become more prevalent as consumers seek brands they know and trust in the grocery aisle,” adds Todd Lustgarten, a partner at Perpetual Licensing. “The Perpetual team is excited to work with dedicated and innovative partners such as Chicken of the Sea to help build strategic licensing programs. In addition to food products, we also believe there is opportunity for non-food “badge” products that feature the iconic Chicken of the Sea Mermaid.”
About Chicken of the Sea
A seafood category leader, Chicken of the Sea provides a variety of shelf-stable seafood products, including tuna, salmon, crab, shrimp, oysters, clams, mackerel and sardines. The Chicken of the Sea brand and famous Mermaid icon are among the most recognized brands in America. For more information, visit www.chickenofthesea.com.
About Perpetual Licensing
Perpetual Licensing, one of the industry’s leading brand licensing agencies, is comprised solely of marketing, branding and licensing professionals, each with more than 15 years experience. Perpetual’s team is dedicated to unlocking the equity of powerful brands through strategic merchandise licensing. Founded in 2004, Perpetual’s brand licensing experts build two types of merchandise licensing programs: one for brand owners looking to license-out their brands and trademarks, and one for manufacturers looking to license-in, or acquire brand licenses. For more information, please visit us at www.perpetuallicensing.com.
For licensing inquiries, please contact: Todd Lustgarten at (323) 284-5100 or email@example.com.
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