The Hummingbird Bakery looks set to offer branded non-food items after teaming up with brand licensing agency Beanstalk.
Beanstalk will look for licensing partners across a range of both food and non-food items, including ice cream, chocolate, cake decorations, syrups and flavoured teas.
The company works to extend brands through the strategic and creative development of licensed products.
First opening in London in 2004, The Hummingbird Bakery is known for its freshly baked cupcakes, pies and other American-inspired treats. It now has five London bakeries across the city.
The cake business has also launched three cookbooks: The Hummingbird Bakery Cookbook, Cake Days and Home Sweet Home, which have sold over one million copies in the UK alone.
Tarek Malouf, founder and managing director of The Hummingbird Bakery, said: “Following the success of our cookbooks and with the ever-increasing popularity of our stores, consumers are now asking us for new ways to enjoy the brand and for the authentic materials to try our recipes at home.
“Through licensing, we will be able to offer customers Hummingbird Bakery branded products to create their own Hummingbird experiences, as well as being able to enter general grocery stores with new and exciting food categories that build on The Hummingbird Bakery’s most popular flavour profiles. We look forward to growing our retail presence in new areas together with Beanstalk, one of the world’s leading specialists in building brand-licensing programmes.”
Ciarán Coyle, president of Beanstalk, Europe & Asia-Pacific, said: “The Hummingbird Bakery’s broad consumer awareness and strong emotional connection with consumers have together created an extensive online fan base, as well as a widespread group of loyal offline supporters who are keen to experience the brand in new ways.
“By expanding its offerings through licensing, the company will strengthen its position as the go-to experts on American-style baking and give both loyal and new customers an opportunity to enjoy the Hummingbird brand in new products and occasions.”