Agency will look to develop range of products, with a focus on gluten-free food products in particular.
Start Licensing is to represent former MasterChef winner, Jane Devonshire.
The agency will be looking to develop a range of products with the chef and author, with an emphasis on food lines – and gluten-free, in particular.
Jane (pictured) won the BBC competition in 2016 and has since gone on to establish herself as an expert in gluten-free cooking and recipes. Her commitment to gluten-free cooking grew from the fact that one of her children was diagnosed as a coeliac aged two.
In 2018, Jane published her cookbook – Hassle Free Gluten Free – which includes 100 gluten-free recipes and was developed in association with Coeliac UK, of which Jane is an ambassador.
Her second book – Vegetarian Hassle Free Gluten Free – is due to be published later this year.
“We are delighted to be working with Jane,” enthused Ian Downes, founder of Start Licensing. “Her expertise and knowledge of the gluten-free category is well established and she is very credible. I think there is great potential for a focused campaign with Jane as manufacturers and retailers embrace the gluten-free category.
“Having an association through licensing with Jane Devonshire will help differentiate a product offer and act as a springboard for NPD. My view is that licensing is shifting and there are more opportunities to succeed in specialist categories providing you are working with people who have a passion and authority. I look forward to building a successful licensing programme with Jane.”
Jane added: “I’m delighted to be working with Start Licensing to help bring my gluten free products to life. My son is the inspiration for how I cook at home every day – gluten free food that doesn’t compromise on taste or flavour – and that the whole family can enjoy together.
“I really hope that those ingredients and dishes can be emulated in a wider retail market.”
The deal was brokered by Anne Kibel from AK Artist Management.
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