Food Brands Now’s Oliver Gilding on innovation, collaboration and his love for licensing

Oliver, can you tell us the purpose behind Food Brands Now and why now is the right time to launch your new company?
Food Brands Now was created to fill a clear gap in the market: a dedicated licensing agency focused exclusively on food. Consumer demand for trusted brands in food is at an all-time high, and retailers are under pressure to differentiate with unique, branded offerings. Despite this, there hasn’t been a specialist partner with the expertise and agility to bring these products to market quickly and successfully until now.

Launching Food Brands Now allows us to capitalise on this momentum and help brands, retailers and manufacturers unlock growth through innovative, consumer driven food and drink launches.

Reading your LinkedIn posts and observing the work you’ve been involved in previously at Iceland, you seem to love licensing. What is it about licensing that gets you so enthused?
Licensing has this incredible ability to take trusted brands and launch them into new categories, creating products consumers never imagined but instantly love. That’s what excites me: turning ‘what if’ into reality. Through licensing, we can bring restaurant experiences into the home, turn household names into new occasions, and deliver innovation at speed. Every successful launch proves that licensing doesn’t just add value, it opens up entirely new possibilities for brands, retailers, and shoppers.

For me, the real thrill is in the collaboration and problem solving finding that sweet spot where brand equity meets consumer need and transforming it into a product that delights shoppers and drives growth. Licensing is about connecting brands with consumers in their everyday lives and doing it in ways that feel fresh, relevant and exciting.

You have recently been working with Patak’s and TGI Fridays. Can you tell us more about what you have been doing with these brands and the success you have had?
With Patak’s, we’ve expanded the brand beyond its traditional sauces into both frozen and chilled ready meals, making authentic Indian cuisine more accessible for busy households. For TGI Fridays, we’ve recreated the restaurant experience at home across both frozen and chilled with products including sides and mains that deliver the same bold flavours consumers expect. Both launches have been hugely successful, driving incremental sales and attracting new shoppers to the category.

Looking at the wider food licensing market, Marmite seems to be a brand that has succeeded in licensing. Why do you think it has been successful? Are there lessons to learn from its success?
Marmite is a great example of a brand with a strong identity and emotional connection. Its success in licensing comes from staying true to its DNA while exploring categories that make sense for its flavour profile and personality. The lesson is clear: authenticity matters. Licensing works best when the extension feels natural and reinforces what consumers already love about the brand.

“Success depends on an openness to innovation while safeguarding brand integrity.”

What does a food brand need to do to be licensing ready?
First, clarity of vision – know what your brand stands for and where it can credibly stretch. Second, robust brand guidelines to ensure consistency across categories. And third, a willingness to collaborate. Licensing is a partnership, and success depends on openness to innovation while safeguarding brand integrity.

From a design side, how do you ensure the licensed brand maintains its identity and distinctiveness when working with licensees?
We start with strong brand guidelines and then work closely with licensees to interpret them for the specific category. The key focus for us is balancing consistency with creativity, all while making sure the brand feels instantly recognisable while adapting to the nuances of the product and packaging. Regular checkpoints and collaborative design reviews are key.

What has the reaction been from ‘new to licensing’ manufacturers? What are their common objections and how do you overcome them?
The most common concern is complexity – contracts, royalties and compliance can feel daunting. We overcome this by simplifying the process and providing end-to-end support, from legal and financial management to creative and operational guidance. Once manufacturers see the commercial upside and the strength of consumer demand for branded products, they quickly recognise the value.

What would you say to retailers who are hunkering down at the moment? Why should they look to innovate and launch new products in challenging times?
Innovation is a growth driver, even in tough markets. Exclusive branded products give retailers a point of difference, attract footfall, and build shopper loyalty. Consumers still seek excitement and trusted brands especially when budgets are tight. Licensing delivers that in a way that feels safe and familiar, while creating new reasons to shop.

Being more specific, what food categories do you think have been underused in licensing?
Frozen outside of Iceland Foods remains a huge untapped opportunity. It’s a category where convenience meets quality, and branded innovation can really shine. Chilled ready meals and snacking are also key growth areas as consumers increasingly look for quick, tasty solutions that fit busy lifestyles. The critical factor is execution. Licensed ranges must feel authentic and add real value not just a rebadged mid-tier own-label products. Shoppers see through that quickly, and it’s one of the biggest reasons licensed ranges fail in retail.

Rather than saying certain food categories are underused, I’d argue that many brands aren’t leveraging licensing as a strategic pillar for growth and that’s a missed opportunity.

Finally, where do you hope Food Brands Now will be in 12 months’ time?
Our goal is to establish Food Brands Now as the go to partner for food licensing in the UK, with a portfolio of successful launches across multiple retailers and categories. During 2026, we aim to expand our branded portfolio, deepen relationships with best in class manufactuers and continue driving innovation that makes licensed food a core part of consumers’ shopping baskets.