Licensing: driving sales and gauging mileage.(LAUNCH: LAUNCH OF THE MONTH LAUNCH)

Stagnito's New Products Magazine, August, 2007 by Steinriede, Kent

Not long after he founded the chocolate company Bloomsberry & Co. in late 2005, Paul Pruett was exhibiting his all-natural chocolate bars with novelty packaging at a food trade show when he kept hearing the same question: "Do you do private label products?" Unfortunately, he had to say "no" all week.

Almost immediately, Pruett, who previously had been chief operating officer of nutrition bar maker Zone Perfect Nutrition Co., started thinking about getting into the private label and licensing business. "We knew that there was an opportunity," says Pruett, who adds that it seemed like a no-brainer. "Companies want a commodity to help further brand and promote their business. Chocolate happens to be a medium that lends itself to a different type of shelf...

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