Bravo! Foods to launch General Mills branded milks

by FoodBusinessNews.net Staff
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NORTH PALM BEACH, FLA. — Bravo! Foods International Corp. will launch Trix, Cocoa Puffs, and Wheaties flavored, fortified, extended shelf life milk drinks under a recently signed five-year trademark licensing agreement with General Mills Marketing, Inc. In addition to these brands the agreement covers Lucky Charms, Count Chocula, Booberry, and Frankenberry. Bravo! also has the right to use the equity characters associated with each brand.

Bravo! said it will market the General Mills’ brands of flavored milks in grocery stores, mass market retailers, convenience stores, bodegas, vending machines and schools throughout the United States and the District of Columbia. Bravo! also has the right to market the products in Canada. The license agreement took effect Feb. 1 and extends through Dec. 31, 2011.

"General Mills is one of the premier packaged food product companies in the United States and we are extremely pleased to be able to use these brands to further broaden Bravo!'s fortified milk products portfolio," said Roy Warren, chief executive officer of Bravo!. "The ability of Bravo! to use these highly recognized brand names of General Mills is further acknowledgement of the wide consumer acceptance of Bravo!’s flavored milk products and is another step towards increasing Bravo!’s sales and product recognition."

General Mills also sees the agreement as a way to build its brand recognition.

"Bravo! is a leading player in the flavored fortified milk segment and we are extremely pleased to be working with Bravo!," said Galen Hersey, trademark licensing manager of General Mills. "This is a great opportunity for General Mills, as the potential market for flavored milk products is large and we are excited about expanding our brand recognition into this product category."

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