WeightWatchers 2011 Annual Report Download - page 24

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Licensing, Endorsements and Publishing
Licensing and Endorsements
We license the Weight Watchers brand and our other intellectual property in certain categories of food and
other relevant consumer products to carefully selected partners. We also endorse carefully selected branded
consumer products. We seek to increase our licensing revenues by targeting sizeable product categories where
the Weight Watchers brand can add real value. In order to achieve this goal, our global licensing team focuses on
strategically increasing the number of categories and geographies of our licensed and endorsed products.
We typically partner in our licensing and endorsement arrangements with third parties that excel at new
product development and have strong marketing and sales expertise, manufacturing and distribution capabilities,
financial strength, prior performance in previous licensing and endorsement deals and senior management
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-term
growth potential.
Select current licensees and endorsees include:
LICENSEES AND ENDORSEES PRODUCTS/CATEGORIES
United States
Applebee’s ............................ Select Applebee’s Menu Items
Bimbo Bakeries ........................ Fresh Bread
Boca ................................. Frozen Meat Alternatives
Conair ................................ Scales
Dawn Foods ........................... Sweet Baked Goods
General Mills .......................... Green Giant Frozen Vegetables and Progresso
Light Soups
Greencore ............................. Chilled Meals
Kraft Foods ........................... Certain JELL-O Gelatin Products
Morrison’s ............................ Hospital Cafeteria Menu
Schreiber Foods ........................ Cheese
Wells Dairy ........................... IceCream Novelties
United Kingdom
Finsbury Food Group .................... Cakes
Greencore Prepared ..................... Ready to Eat Meals
Salads 2 Go ........................... Fresh Salad Kits
Vimto ................................ Fruit Drinks
Walkers .............................. Biscuits and Cookies
Warburtons ............................ Bread
Yoplait ............................... Yogurt
Continental Europe
Bischoffszell/Gastina .................... Chilled Meals and Chips
Campofrio Group ....................... Meats
COOP ................................ COOP “Healthy for You” Range
Kuhlmann ............................. Salads and Sauces
Marie Frais ............................ Chilled Meals, Salads and Quiches
Yoplait ............................... Yogurt
Australia and New Zealand
Conair ................................ Scales
Fonterra .............................. Yogurt, Desserts and Cheese
Tasti ................................. Breakfast Cereal and Cereal and Nut Bars
6