Philadelphia × Mike's Hot Honey Scores 92%

What makes this partnership particularly interesting isn't the product itself. It's what each brand gets from the other.

Mike's Hot Honey gets something extremely valuable: entry into the cream cheese aisle, a new consumption occasion and exposure to Philadelphias enormous consumer base.

Kraft Heinz's Philadelphia gets something different. Mike's brings cultural relevance, a younger audience and instant credibility in one of the biggest flavor trends of the last several years.

Neither brand is simply lending its logo.

Each is giving the other access to something it doesnt already own.

Thats one of the things I look for when evaluating a licensing opportunity.