WeightWatchers 2010 Annual Report Download - page 22

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We typically partner in our licensing and endorsement arrangements with third parties that excel at ne
w
p
roduct development and have strong marketing and sales expertise, manufacturing and distribution capabilities,
f
inancial strength, prior performance in previous licensing and endorsement deals and senior managemen
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committed to building the Weight Watchers brand. In connection with our acquisition from the H.J. Heinz
Company, or Heinz, in September 1999, Heinz received a perpetual royalty-free license to continue using our
brand in its core food categories. We plan to continue to choose our licensing and endorsement partners carefully
after identifying and prioritizing product categories that enhance the Weight Watchers brand and have long-ter
m
growth potential
.
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elect current licensees and endorsees include
:
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EE
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AND END
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nited
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tates
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oca
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Frozen Meat Alternatives
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onai
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................................
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awn Foods
...........................
Sweet Baked Good
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General Mills
..........................
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reen Giant Frozen Vegetables and Progresso
Light Soups
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reencore
.............................
Chilled Meals
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r
a
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oods
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Certain JELL-O Gelatin Product
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eady to Eat Meals
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Chilled Meals and Pasta
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eats
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............................
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reakfast Cereal and Bar
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We ask each of our licensees to include on their packaging information about our services and our products,
such as our toll-free numbers and a URL for WeightWatchers.com. This marketing and promotional support
r
einforces the value of our brand.
Our licensing and endorsement arrangements give us access to weight-conscious consumers through
p
roducts sold at retail and increase the awareness of our brand. We continue to believe there are significant
6