FOR IMMEDIATE RELEASE
For licensing information, please contact:
Linda Morgenstern
Nancy Bailey & Associates, Inc.
Telephone: (561) 447-6607
Email: linda@baileylicensing.com
Nancy Bailey & Associates and Sterno Heat Up New Categories
Atlanta, GA – March 18, 2009 – Sterno®, the #1 name in canned gel fuel and portable heating solutions is the latest brand to be added to Nancy Bailey & Associates roster of category leading brands. For almost 100 years, Sterno has been the most respected name in safe, dependable, portable cooking fuel. The brand provides unmatched performance in situations where flame, heat and temperature must be reliable. Sterno® enjoys an 85% market share and was recently awarded the highest honor by American Masters of Taste.
In addition to its ubiquity in food service applications, Sterno® is sold and marketed in retail channels. The brand has segmented its business into three distinct platforms to maximize growth and align with consumer usage behaviors: Entertaining, Outdoor and Emergency. Entertaining, both indoor and outdoor, is by far the biggest segment for the brand and will be the initial focus for the licensing program. The Sterno Group, LLC has done extensive research around the entertaining consumer who accounts for approximately $25 billion in sales of up-to-date cooking equipment and supplies. The research identifies the Confident Entertainer and Passionate Party Planner who are represented in 53% of entertaining households. These households entertain 20+ times a year and are looking for products that will help them have greater control over their entertaining event.
Trends in entertaining are changing especially with the current economy. At-home entertaining is becoming more frequent and casual while outdoor entertaining, both at home and away from home, is growing in popularity and becoming more fashionable. 91% of entertaining consumers say they like to keep food warm for guests because it shows “I Care.” Sternoâ products facilitate better control of the entertaining experience by providing food at the perfect temperature and ensuring that all the food is ready at the same time. This seamless approach allows the host more time with their guests. The licensing program for The Sterno Group, LLC will focus on these unmet needs with products that help make entertaining easier whether it is a chafing dish, insulated carrier for casseroles, warming trays, portable grills, or patio heaters.“Sternoâ’s brand equity of ’safe, portable fire’ is appropriate for a number of categories where consistent, reliable heat is important and we’re excited to be able to extend it into housewares and hardware products,” said Linda Morgenstern, Executive Vice President, Nancy Bailey & Associates.
Stephanie Leichtweis, Vice President and General Manager of Retail and International believes that licensing is a logical next step for Sterno®. “Consumers told us that they believe a wide variety of food warming and cooking products would be a good fit for the Sternoâ brand. Licensing the Sterno brand name will bring more relevance and expand a brand that is already known and trusted by consumers, while also supporting our broader corporate initiatives.”
The Sterno licensing program will be launched at the Licensing International Expo in June, 2009 in Las Vegas. For additional information, contact Linda Morgenstern at Linda@baileylicensing.com.
About Sterno Group
The Sterno Group LLC is a wholly owned subsidiary of Blyth, Inc. and is headquartered in Des Plaines, IL. The Sterno Group is renowned as an innovator and category leader to the global foodservice and retail industries. The company sells and markets an extensive array of cooking fuels, cooking appliances, candles and décor items. Its products are sold to retailers under the Sterno® brand, and to the Foodservice industry under the Sterno®, and HandyFuel® brands.
About Nancy Bailey & Associates, Inc.
Nancy Bailey & Associates is at the forefront of trademark and brand extension licensing. The company develops and manages successful licensing programs for Fortune 100 companies including The Procter & Gamble Company, Crayola, Energizer, Schering-Plough, and the Pennzoil-Quaker State Company. A pioneer and leader in brand extension licensing for over 25 years, NBA develops strategic long-term partnerships that leverage brand equity to create innovative products that sell. The company is a full-service licensing agency specializing exclusively in the management of trademark licensing programs as well as providing consulting services for corporate trademark brand extension.
Headquartered in Atlanta, the company also has offices in Miami, and affiliates in Tokyo. For more information, please visit www.baileylicensing.com.