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Hummingbird Bakery to expand into new product categories

Cupcake retailer Hummingbird Bakery has announced plans to expand into new product categories after partnering with global brand licensing agency Beanstalk.

GENERAL MERCHANDISE

Hummingbird Bakery to expand into new product categories

Beanstalk will be looking for best-in-class licensing partners for the company across a range of food and non-food items including ice cream, chocolate, biscuits, cake decorations, syrups and flavoured teas as well as authentic American bakeware, kitchen textiles and kitchen appliances. 

Founded in 2004, Hummingbird Bakery has five branches across London and has recently launched a branch in Dubai through a franchise agreement. The company also has its own range of cook books including The Hummingbird Bakery Cookbook, Cake Days, and Home Sweet Home, which have collectively sold over one million copies in the UK. 

Tarek Malouf, Hummingbird Bakery founder and managing director, explained: “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 that 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.“ 

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