As supply chains reel from global instability, a New Jersey-based agency is helping manufacturers find growth in the chaos.
In an era where economic uncertainty has many food and beverage manufacturers tightening their belts, one licensing firm is encouraging the opposite approach — and delivering results.
Broad Street Licensing Group, a national leader in food and beverage brand licensing, is flipping the script on tariff anxiety and inflation-driven caution. With nearly 30 years in the industry, the agency is using its deep relationships with top-tier brands to help manufacturers unlock untapped opportunities, even as competitors pull back.
“What we’re seeing right now is a once-in-a-generation opportunity,” says Peter Cross, Vice President of Strategic Partnerships at Broad Street. “The brands are available, the retailers are looking for standout products, and fewer manufacturers are acting on it. That’s where the magic is.”
A Strategy for Today’s Market
The food and beverage sector has seen disruption on all fronts — from the war in Ukraine to global shipping delays to skyrocketing material costs. But Broad Street says these conditions make brand licensing more relevant than ever.
Consumers, the firm explains, still gravitate toward products they trust. And when household budgets shrink, shoppers become even more brand-loyal — not less.
This consumer behavior, paired with retailers’ hunger for differentiated offerings, creates a perfect storm of potential for manufacturers who team up with name-brand partners.
Real-World Results
Broad Street points to recent successes as proof of concept. One such example: a partnership between SeaPak and Budweiser, which yielded a frozen beer-battered seafood line that punched through retail noise.
“SeaPak had a quality product,” Cross says. “But by pairing with a universally recognized brand like Budweiser, it went from strong to irresistible.”
Similarly, the agency’s collaboration between OWS Foods and brands like Lodge Cookware and The Pioneer Woman opened new retail doors and distribution pathways previously out of reach.
Not Just Smart — Necessary
While many manufacturers default to caution in turbulent markets, Broad Street believes that hesitation is a missed opportunity.
“Standing still is moving backward,” Cross says. “Licensing is no longer just a smart strategy — it’s a competitive necessity.”
Their pitch to manufacturers is simple: Let Broad Street handle the complexity. From identifying high-fit brands to overseeing day-to-day program execution, the agency frees up food producers to focus on what they do best — making great products.
Trends to Watch in 2025
Broad Street is closely monitoring several growth categories:
- Shelf-stable sauces and dressings are expected to surge.
- Better-for-you indulgences like high-protein and low-sugar ice creams are gaining shelf space.
- Cross-category licensing is expanding, with restaurant and lifestyle brands entering grocery aisles in force.
The common thread? Authenticity. Broad Street emphasizes that the most successful licensing deals are those that make intuitive sense to consumers — not just logo slaps.
As competitors pull back, Broad Street urges manufacturers to lean in.
“Every condition — from retailer needs to consumer behavior to brand availability — is aligned in manufacturers’ favor,” says Cross. “The only question left is: Who will act before the moment passes?”
To learn more about Broad Street Licensing Group and explore licensing opportunities, visit Broad Street Licensing Group.
