BLE confirms Nadiya Hussain for live q&a, plus Masterchef winner Kenny Tutt and Guinness sommelier Ian Logan in BLE Kitchen as part of f&b theme

Guinness, Endemol Shine Group and Brotmeister to host live demos in new BLE kitchen

Three Brands & Lifestyle Theatre sessions chart journey of F&B licensing  

More than 50 F&B brands and personalities represented at the show

TV chef, author and presenter Nadiya Hussain will take part in a live Q&A at Brand Licensing Europe as part of the show’s food and beverage theme for 2018. In the show’s brand new BLE Kitchen, MasterChef 2018 winner Kenny Tutt will be cooking up a storm and GUINNESS sommelier Ian Logan will reveal how to pair beer with food. The 20th BLE takes place from 9-11 October 2018 at Olympia London.

Nadiya, who won Great British Bake Off in 2015 in front of 15 million viewers and whose licensing representation is Ian Downes of Start Licensing, will be interviewed live in the Brands & Lifestyle Theatre from 10:30 – 11:15 on Tuesday 9 October.

“This is a real coup for BLE,” said brand director Anna Knight, “as Nadiya has become a huge broadcasting sensation in her own right since Great British Bake Off and is somewhat of a national treasure in the making. Her journey since winning GBBO, including a move into licensing, will be fascinating for our visitors to hear – we’re thrilled to have her on board.”


Global content creator, producer and distributor Endemol Shine Group will host two sessions in the BLE Kitchen on Wednesday 10 October between 11-12pm and 3-4pm to showcase its rich and diverse portfolio of brands, including the most successful cookery television format in the world, MasterChef.

In addition to presenting live cookery demos, two of the show’s MasterChefs will host mystery box challenges with the audience, who will have a chance to win mini mystery box gifts.  

Jane Smith, group director, brand licensing and gaming, Endemol Shine Group, commented: “It’s great to be a part of BLE once again and this year’s theme offers the perfect occasion to showcase one of our biggest brands, MasterChef. On Wednesday 10 October, we will be hosting two live sessions in the food activation area with some top finalists from the show, including this year’s UK winner Kenny Tutt. MasterChef is a phenomenal brand that resonates with global audiences both on and off air, and our sessions will be a great opportunity for all attendees to come and experience the world of MasterChef.”

On Tuesday 9 October, Diageo will have the chance to don the BLE Kitchen apron with a fascinating live demo called Guinness® & Food: The Perfect Pairing. A cookery demonstration will be carried out by a chef from the world-famous GUINNESS Storehouse in Dublin, who will bring to life the unique profile of GUINNESS in two dishes incorporating food from the existing licensing programme. GUINNESS sommelier Ian Colgan will also talk through the process of beer and food pairings and couple each dish with a complementary GUINNESS beer variant. 

On Thursday 11 October, Georgian bakery brand, Brotmeister, will be demoing how they make their famous bread throughout lunchtime and early afternoon.

In addition to GUINNESS and MasterChef, F&B brands at BLE 2018 will include BAILEYS®, CAPTAIN MORGAN, Johnnie Walker®, TGI Fridays, Godiva, McVitie’s, Chupa Chups, Pimm’s, Beck’s, Budweiser, Corona, Leffe, Stella Artois, Welch’s, Hershey’s Kisses, Jolly Rancher, The Cheesecake Factory, Coca-Cola, Hershey’s, Jelly Belly, Reese’s, Häagen-Dazs, Yogen Früz, Krispy Kreme, Clandestine Cake Club, Britvic, Chewits, Kellogg’s, Pringles, Jane Asher and SLUSH Puppie, Leon, Cereal Killer Cafe, Malibu, Barratt, Butterkist, Family Food Fight and Ready Steady Cook.

Exhibiting agents will also be representing a number of high-profile F&B personalities at BLE, including Joe Wicks, Mary Berry, Jane Asher, Paul Hollywood, Gordon Ramsay, Oz Clarke, Rachel Allen, Paul Rankin and Anthony Worrall Thompson.

BLE Visitors can also get involved in special sampling opportunities at the show, including:

Pink Key Licensing – Pan Am stewardesses will be serving sample sized glasses of Prosecco each afternoon at 4pm

Chupa Chups – visitors will be treated to mini Chupa Chups donuts on day one

Beanstalk – Baileys cupcakes, Baileys chocolates and other lovely confectionery treats will be on the stand

Global Merchandising Services – visitors can pick up a Joe Wicks recipe card for his Thai green curry with prawns featured in his number one tailored fat loss programme, the 90 Day Plan, and a sample of their brand new 330ml cans of Motorhead’s ‘Road Crew’ beer

Tradheir – visitors will be treated to FerdaLONDON by TRADhEiR branded chocolates


Three Brands & Lifestyle theatre sessions will chart the journey of F&B licensing:

Tuesday 9th October – 14.30-15.00: Earning the right to approach food licensees 
Will Stewart, Managing Director, The Point. 1888 

Bethan Garton, Retail & Brand Director, The Point. 1888 

Wednesday 10th October – 13.30-14.00: Panel Discussion: How to build a successful food licensing programme 
Moderator: Serena Sibbald, VP Brand Development, Beanstalk

Panellists: Christine Cool, Licensing Manager, Chupa Chups; Declan Hassett, Senior Brand Licensing Manager, Diageo

Wednesday 10th October – 14.30-15.00: How to keep innovating with F&B brands in licensing 
Christine Cool, Licensing Manager, Perfetti Van Melle 

Marta Ballesteros, Licensing Manager, Perfetti Van Melle  

Serena Sibbald, VP brand development at Beanstalk, added: “The licensing of food and beverage brands has seen significant growth in the past few years, with the UK leading the way in terms of innovation and brand-enhancing products. This is especially true in consumables where innovations in flavour profile delivery have resulted in numerous new launches in food and beverage categories for Beanstalk’s clients in 2018. To this end, we are delighted to be hosting a very exciting panel this year at BLE, to discuss How to Build a Successful Food Licensing Programme, with some terrific industry experience. I will be joined by Declan Hassett, senior licensing manager at Diageo, and Christine Cool, international brand licensing manager at Chupa Chups. We will explore what needs to be put into place to secure food licensees, together with mechanisms for ongoing licensee and retail support. Real life case studies will be discussed from the brand owners own experience, together with a look at future priorities and trends.”

BLE brand director Anna Knight commented: “We are so excited by this year’s F&B line up – it’s always brilliant when we have the opportunity to bring licensing to life and what better way to do that than with MasterChefs, a GUINNESS sommelier and a Great British Bake Off winner.

“BLE’s 2018 food and beverage was selected due to its rapid growth – global retail sales of F&B licensed products in 2017 were valued at $16.3billion, rising 4 per cent from the same figure in 2016 and growing by $1 billion+ since 2015* – and constant reinvention within licensing. In addition to an extensive range of exhibitors representing food and beverage, restaurant or culinary brands, attendees can also meet character and entertainment brands showcasing their food and beverage ranges – it’s going to be a really insightful experience.”

BLE is the definitive event for the licensing industry in Europe, taking place 9-11 October 2018 at Olympia London. Over 7,500 retailers, licensees and marketers are expected to attend, over one third of whom will travel to London from overseas. 

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