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afterthought

Once an afterthought, brand licensing reaps billions for CPGs hungry for growth

Despite an enviable portfolio of iconic billion-dollar brands and widespread recognition, even a well-known company like Hershey sometimes needs a little help reaching consumers. In early 2020, Hershey, the 128-year-old manufacturer behind brands such as Reese’s and Kisses, identified a market opportunity for healthier chocolate milk as part of an effort to position itself as…

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