The Licensing Co. has added a Food & Beverage division to handle licensing deals for food brands.

The division, led by Jennifer Bomhoff, builds on the agency's current work for new client Jelly Belly Candy Co. and longtime client Allied Domecq (now part of Pernod Ricard) for Kahlúa, Malibu rum, Beefeater gin. The Licensing Co. also handles Maker's Mark bourbon, Courvoisier and Sauza tequila, which Fortune Brands acquired from Allied Domecq.

Allied Domecq's brands account for most of The Licensing Co.'s 450 licensing deals for food and beverage brands; that, and the Jelly Belly win, prompted the formation of a dedicated division. Upcoming products include a line of Malibu-branded flavored chocolate bars, as well as Courvoisier Men's cologne, slated to bow in the spring.

The Licensing Co. is dedicating staffers in its New York, London, Paris and Tokyo offices to drum up food and beverage business, including non-food brands that can extend into food products.

With its Allied Domecq work and Jelly Belly win, "we saw our expertise in food and beverage, and decided to create a division to leverage the growth [of licensed goods] in grocery and mass merchandise," said managing director Risa Turken. "We want to identify other brands that can work in the food and beverage space, and work with more retailers around the world."

Changes in retail have opened up more opportunity for food brands, with apparel and exclusive gift packages for retailers like Bed, Bath & Beyond.

"In the past, mid-scale retailers [such as Kohl's and Wal-Mart] wouldn't carry spirit-branded clothes," Bomhoff said. Some success with beer-branded apparel has changed retailers' minds, and now they're considering lifestyle products too, she said. Meanwhile, specialty retailers are eyeing licensed products for gift packages, to give them an edge over competitors.

London-based The Licensing Co. opened its New York office four years ago to serve European brands expanding globally. Its U.S. office also handles work for Michelin, Benetton and Perrier.