Orphan Brands Adopted

Many companies are looking to exploit their brand portfolios to raise cash or exit noncore assets or ‘Orphan Brands’.

The parentage of Fox’s Mints may have included Eric Fox, Nestle and Northern Foods but the Glacier mints have currently been adopted by Big Bear. Far from being a sunset brand it is Big Bears intention to reinvigorate brands such as Poppets, Sugar Puffs and Fox’s Galcier Mints and they are looking to float on Aim.

Dormant or moribund brands may need exceptional creativity to reinvigorate them. If you are not investing let someone else look after your Orphan, you may get a lump sum or royalty for your old Intellectual Property.