Dole Food Company Selects Fresh Licensees to Grow Licensing Program
Dole Food Company, the premium produce brand that enhances lives with delicious, high-quality farm-fresh fruits and vegetables, has teamed up with three licensees to grow its licensing program: Fetch for Pets for pet treats, Dyla Brands for drink mixes, and Moose Toys for toys and collectibles. Brokered by Beanstalk, Dole’s global brand extension licensing agency, the three new partnerships are successfully extending the iconic produce brand into new categories.
“We are excited to partner with Fetch for Pets, Dyla Brands and Moose Toys, who share our values of healthy living, nutrition education and wellness,” says Elisabeth Morris, Licensing and Brand Director, at Dole Food Company. “The addition of pet treats, drink mixes, and toys and collectibles will enable us to reach new consumers in fresh ways that extend the brand equities of Dole everyone knows and loves.”
Fetch for Pets, the leading pet product manufacturer bringing major CPG brands to the pet industry since 2008, has developed a range of pet treats, including Freshly Fetched Biscuits, Chews and Lasting Chews for extended play, with additional items to come in future phases. All products are flavored with real fruit or vegetables and do not contain wheat, corn, soy, artificial flavors, colors, preservatives or animal products. Dole’s entry into the pet treat space will allow health-conscious and plant-forward consumers to harness the power of the fruit and vegetable brand that they love for themselves to their beloved pets.
Dyla, the leading hydration beverage company committed to fostering a more positive world, will debut an assortment of Dole fruit-flavored drink mixes. Launching this spring, the flavors include Tropical Splash, Strawberry Pineapple and Peach Mango. These on-the-go, zero-sugar drink mix packets will be sold as individual flavors in a set of six as well as a 30-count variety pack featuring all three delicious flavor varieties. The hydration boosters are packed with vitamin C and zinc to help boost immunity and are free from artificial colors. Dole’s entry into the drink mix category will encourage consumers to increase their hydration with the sweet flavors of fruit, without compromising the importance of sustaining a healthy diet free from added sugars and artificial dyes.
Moose Toys, an Australian-owned toy design, development and distribution company recognized globally for the innovation and success of leading collectibles, crafts, dolls, games and youth electronics, unveiled a line of new Shopkins Real Littles themed after 10Dole fruit and vegetable characters. Among the characters are an adorable mini banana and pineapple, a strawberry, blueberries, mandarins, grapes, romaine lettuce and a carrot, as well as a Chipotle & Cheddar chopped salad kit, Caesar salad kit and a limited-edition irriglitzable banana character. The line launched earlier this year at Target, Amazon, Family Dollar and several grocery outlets. Entering the toys and collectibles category enables Dole to continue its longstanding efforts toward educating younger age groups on the importance of wellness and nutrition.
“We’re excited to launch the Dole licensing program with Fetch for Pets, Dyla and Moose Toys!” says Delmarys Garcia, Director, Brand Management at Beanstalk. “Fetch for Pets’ commitment to quality and innovation made them a perfect partner in the pet treat space. They’ve partnered with many trusted CPG brands in the past and have been able to develop a cross-category product line based on Dole’s values and core equities. Dyla’s mission to positively change the world seamlessly aligns with Dole’s mission to make the world a healthier place; they were the perfect match for this white space as we recognized growth potential in the category and see consumers seeking better-for-you hydration options. Furthermore, as education is a big part of Dole’s mission, it was appropriate to partner with Moose Toys on these adorable, mini collectible toys that make the produce recognizable to children. Shopkins Real Littles brings household brands you find at grocery into miniature form with incredible precision and accuracy. Dole is the first fresh produce brand to enter the mini collectible market with your favorite Dole fruits and veggies! We’re excited to have them all on board.”
The three partnerships leverage Dole’s mission of making the world a healthier place, whether it’s through the quality of ingredients, added benefits to the consumer or nutrition education.