Food & Beverage

Edible signs on licensing agency for product category expansion

Photo: File/provided.

July 13, 2021

Edible said Brand Central will now serve as its licensing agency to bring the company's products into new product categories, according to a news release.

Specializing in fresh fruit gifts & treats, Edible has also launched new product categories like fresh produce, flowers, baked goods and non-perishables, all helping to make last year the best for the company's sales in its history, with more than 45% growth year over year. In fact, Valentine's Day 2021 was the busiest day in the company's history, with more than 275,000 deliveries nationally from its 1,000-plus stores, the company said.

"We are thrilled to work with this 20-year household brand," Brand Central CEO Ross Misher said in the release. "We intend to leverage Edible's iconic equities, into new product categories, from D.I.Y. gift sets to celebration products and food and beverage items."

Brand Central is a brand consultancy that also provides services to drive-in QSR, Sonic. Edible, based in Atlanta, is now licensing its products in retail destinations.