Why Brand Licensing Is the Competitive Edge Manufacturers Need in 2025
As global markets contend with inflation, tariffs, and geopolitical tension, many Food & Beverage manufacturers are reeling from increased costs and uncertain consumer demand. But at Broad Street Licensing Group, we see it differently: this is not a time to retreat — it’s a time to evolve.
For nearly 30 years, we’ve helped food producers unlock powerful retail opportunities through strategic brand licensing partnerships. And in today’s climate, licensing has never been a more vital — or lucrative — move.
Turning Tariffs into a Strategic Advantage
While tariffs and retail consolidation are tightening margins, they’re also creating a unique environment for licensing. With fewer manufacturers taking risks, there’s less competition for licensing deals — and that gives bold manufacturers a chance to break through.
“Brands are eager to find manufacturing partners,” says Peter Cross, our Vice President of Strategic Partnerships. “But not enough manufacturers are stepping up. That creates a perfect storm of opportunity.”
Licensing a trusted, recognizable brand provides instant credibility and stronger shelf presence. Retailers take notice. Consumers take action.
Proof in Action: SeaPak x Budweiser
One standout success story is our partnership between SeaPak and Budweiser. SeaPak already had a loyal customer base. But by combining its seafood with Budweiser’s iconic branding, we created a co-branded frozen beer-battered line that flew off shelves. Retailers couldn’t ignore it. Consumers couldn’t resist it.
The result? Expanded distribution and a whole new level of consumer engagement — even in a competitive, uncertain market.
Why Brand Licensing Wins in Tight Markets
Economic pressure makes consumers more selective. But that doesn’t mean they buy generic. In fact, trusted brands matter more than ever.
When people are budget-conscious, they don’t want to risk a bad purchase. A known brand gives them the confidence they need. For manufacturers, that trust translates into higher sell-through rates and better placement in-store.
Consider our work with OWS Foods. By partnering with names like Lodge Cookware and The Pioneer Woman, we didn’t just create new product lines — we unlocked entirely new retail channels.
Why Waiting Is Riskier Than Acting
Some manufacturers hesitate to pursue licensing during economic uncertainty — but waiting is often the costliest move.
The reality is:
- Retailers want products that stand out.
- Consumers want brands they recognize.
- Brand owners want manufacturing partners with retail distribution.
Right now, every condition favors bold manufacturers. And Broad Street is the full-service agency ready to help navigate the complexity and deliver results.
Expertise That Delivers Real Retail Impact
At Broad Street, we’ve been exclusively focused on food and beverage licensing since 1997. Our deep relationships with major brands and retailers, along with decades of executional experience, make us the bridge between concept and in-store success.
We’re not just matchmakers. We build licensing programs that:
- Fit your capabilities
- Elevate your brand
- Generate real retail traction
Looking Ahead: Licensing Trends for 2025
The future belongs to manufacturers who view licensing as a growth strategy, not a gamble. Major 2025 trends we’re watching include:
- Shelf-stable sauces and dressings: poised for explosive growth
- Better-for-you indulgences: like high-protein or low-fat ice creams
- Cross-category brand extensions: restaurant and lifestyle brands entering grocery aisles
Last year’s top performers shared one common thread: authentic, strategic extensions that made intuitive sense to shoppers and created mutual value for all partners.
Final Word: The Time to Act Is Now
The market is changing fast. Standing still isn’t safe — it’s falling behind. Strategic brand licensing gives food manufacturers a competitive edge, stronger shelf presence, and access to eager brand partners.
At Broad Street, we’re ready to help you capitalize on this moment.
The brands are ready. The retailers are listening. Are you?
