Informa Markets’ Licensing Expo, the event for licensing, IP extension and brand collaborations (May 19-21, 2026, Mandalay Bay Convention Center in Las Vegas, NV), announces the food and beverage focused keynote session titled, “Beyond the Plate: How Food & Beverage Became the Ultimate Brand Extension Goldmine.” This panel conversation will ask questions like: Why are confectionery brands conquering the health and beauty space? How are savory snacks transforming into sweet dessert inspirations? And what is driving consumers to literally wear their favorite flavors?
Food and beverage licensing has exploded from a niche opportunity into a cross-category collaboration engine at retail. From viral product drops that sell out in minutes to unexpected partnerships that redefine brand boundaries, F&B licensing is delivering both cultural buzz and bottom-line results not only across other food and beverage categories, but also in apparel, health and beauty, lifestyle and beyond.
Lineup of industry leaders
The session will feature David Lee, Senior Director of Global Licensing and Cultural Marketing at MARS Snacking, and Richard Cox, Chief Merchandising Officer at Pacsun. The panel will be moderated by Allison Ames, Co-President, CAA Brand Management, which represents global giants such as The Coca-Cola Company, Kellanova, Dole, WK Kellogg, California Pizza Kitchen, Guinness, Baileys and The Cheesecake Factory. An additional panelist will be named soon. Together, the panelists will decode the psychology driving consumer obsession with food-as-identity branding and reveal the playbook for turning taste into profit
Recent licensing collaborations
Brand collaborations have the remarkable ability to spark inspiration by blending distinct identities and storytelling styles. These partnerships transcend traditional boundaries to merge the worlds of entertainment, retail, and consumer goods to create fresh, imaginative experiences. The Pringles x Crocs Collection combined the playful vibe of Pringles with Crocs’ hyper-relevant Gen Z appeal. Similarly, Pacsun’s collaboration with McDonald’s reimagines nostalgia through themed apparel and immersive experiences, connecting fashion enthusiasts with the beloved McDonaldland universe in a modern, interactive format. Cheez-It x Ortega Taco Shells fuse the cheesy burst of flavor of Cheez-It crackers with the iconic crunch of the Ortega Hard Taco Shell.
Exploring the power of food licensing
Food and beverage licensing has evolved from a business growth strategy into a cultural phenomenon. Key takeaways of the session will include:
- The psychology behind why consumers connect with food brands on a personal level
- How to identify and execute winning cross-category collaborations
- Real-world case studies of partnerships that broke the mold
- The secret to creating viral, buzzworthy product extensions
- Strategic frameworks for evaluating and capitalizing on F&B licensing opportunities
Why this matters
The keynote will come at a time marked by significant and explosive growth in food and beverage licensing, driven by the rise of marketing and the growing appetite for consumers’ desire to express their identity via their fandom. In a world where consumers increasingly seek brands that resonate with their sense of self, food and beverage licensing has emerged as a reliable and lucrative revenue stream. This session will provide participants with tools and inspiration to harness the power of this trend, whether expanding a food brand into new categories or bringing the magic of food and beverage to a lifestyle brand.
“Food and beverage licensing presents exponential opportunities for brands to expand their reach and connect with new audiences,” shares Amanda Cioletti, Vice President of Content and Strategy for the Global Licensing Group, which includes Licensing Expo, Brand Licensing Europe and media brand License Global. “For many, F&B extension is an incredible opportunity to tap, given the deep emotional connections people have with their favorite foods, snacks, and drinks. Consumers are eager to purchase products that reflect their tastes, making this a powerful avenue for growth. This keynote is designed to demystify the process, showcase success stories, and provide actionable insights on how to leverage this dynamic trend effectively.”
Licensing Expo’s content program, curated by License Global, will deliver key insights across the spectrum of licensing, brand extension, business strategy and trend presentations. This keynote session will take place on Wednesday, May 20, at 12:30 pm PDT.
