The Hummingbird Bakery Flies into General Retail with Beanstalk

 
American-Style Bakery Brings “Little Piece of Heaven” to UK General Retailers

Authentic American-style baking brand, The Hummingbird Bakery, today announced its plans to extend into new product categories through licensing, working with leading global brand licensing agency, Beanstalk. Building on the company’s reputation as frontrunners of the UK cupcake and American-style bakery revolution, Beanstalk will be looking for best-in-class licensing partners across a range of food and non-food items including ice cream, chocolate, biscuits, cake decorations, syrups and flavoured teas as well as authentic American bakeware, kitchen textiles and kitchen appliances.

Widely renowned for its delicious freshly baked cupcakes, pies and other American-inspired treats, The Hummingbird Bakery offers a unique visual and gourmet feast that has captured the hearts and taste buds of UK consumers since the opening of its first London branch in 2004. Grounded in the nostalgic notion of quintessential American baking, the company is as well-known for its indulgent product offerings as for its blissfully decorated bakery branches. The brand has become an authority of American-style baking in the UK, as evident in the popularity of its five London bakeries as well as the phenomenal success of its three chart-topping cookbooks, The Hummingbird Bakery Cookbook, Cake Days, and Home Sweet Home, which have collectively sold over one million copies in the UK alone.

Tarek Malouf, Founder and Managing Director of The Hummingbird Bakery, comments, “Following the success of our cookbooks and with the ever increasing popularity of our stores, consumers are now asking us for new ways to enjoy the brand and for the authentic materials to try our recipes at home. Through licensing, we will be able to offer customers Hummingbird Bakery branded products to create their own Hummingbird experiences, as well as being able to enter general grocery stores with new and exciting food categories that build on The Hummingbird Bakery’s most popular flavour profiles. We look forward to growing our retail presence in new areas together with Beanstalk, one of the world’s leading specialists in building brand licensing programmes.”

Ciarán Coyle, President of Beanstalk, Europe & Asia Pacific, says, “The Hummingbird Bakery’s broad consumer awareness and strong emotional connection with consumers have together created an extensive online fan base as well as a widespread group of loyal offline supporters that are keen to experience the brand in new ways. By expanding its offerings through licensing, the company will strengthen its position as the go-to experts on American-style baking and give both loyal and new customers an opportunity to enjoy the Hummingbird brand in new products and occasions.“