Smucker’s x Golden West Scores 83%

This is exactly what a good brand extension should look like.

Nobody needs an explanation for why Smucker’s belongs in fruit pies. The brand already owns fruit, flavor and familiarity in the consumer’s mind.

That’s what consumer permission looks like.

The extension feels intuitive before you ever see the product. Smucker’s brings the brand equity. Golden West brings the manufacturing and commercialization capabilities. Together, it’s a natural move into a different aisle and a different usage occasion.

That’s licensing working the way it should.

Kudos to the teams at Brand Central, Golden West Food Group and The J.M. Smucker Co. for putting this product line together!