WeightWatchers 2012 Annual Report Download - page 22

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Licensing, Endorsements and Publishing
Licensing and Endorsements
Companies show continued interest in licensing our brand and other intellectual property as a platform to
build their businesses since the Weight Watchers brand brings high credibility and access to the weight-
conscious consumer. By partnering with carefully selected companies in categories relevant and helpful to
weight-conscious consumers, we have created a highly profitable licensing business as well as a powerful vehicle
to reinforce the Weight Watchers brand in the minds of our target consumers.
We license the Weight Watchers brand and our other intellectual property in certain categories of food and
other relevant consumer products. We also endorse carefully selected branded consumer products. We seek to
increase our licensing revenues by targeting sizeable or strategic 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
Conair ................................ Scales
Dawn Foods ........................... Sweet Baked Goods
Foster Farms ........................... Frozen Chicken
General Mills .......................... Green Giant Frozen Vegetables, Progresso
Light Soups and Yoplait Light Yogurt
Greencore ............................. Chilled Meals
Kraft Foods ........................... Boca Frozen Meat Alternatives
Russell Stover ......................... Chocolate Candy
Schreiber Foods ........................ Cheese
Wells Dairy ........................... IceCream Novelties
United Kingdom
Finsbury Food Group .................... Cakes
Greencore Prepared ..................... Ready to Eat Meals
Rivermill ............................. Bakery Accompaniments
Vimto ................................ Fruit Drinks
Walkers .............................. Biscuits and Cookies
Warburtons ............................ Bread
Yoplait ............................... Yogurt
Continental Europe
Bischofszell Gastina ..................... Chilled Meals
Campofrio Group ....................... Meats
Kuhlmann ............................. Salads, Spreads and Dressings
Marie ................................ Chilled Meals and Quiches
Yoplait ............................... Yogurt and Chilled Desserts
Australia and New Zealand
Conair ................................ Scales
Fonterra .............................. Yogurt, Chilled Desserts and Cheese
Tasti ................................. Breakfast Cereal and Cereal and Nut Bars
6