Bulldog Licensing appointed to license Pinch of Nom
Independent licensing company Bulldog Licensing has been appointed to manage licensing in the UK and Ireland for the brand that started as a food blog and online community and then became a muti-million selling series of recipe books: Pinch of Nom.
Pinch of Nom began life as a Facebook group and blog for friends who wanted to eat healthy, slimming-friendly food that actually tastes good – a safe space to share hints, tips and motivation.
It was when the blog became a cookbook that Pinch of Nom truly made major headlines. Sales of 210,506 copies in its first three days were more than any other non-fiction work had managed in a single week since current records began in 1998.
More books followed and today the blog’s creators Kate and Kay Allinson are bestselling authors with over five million books sold.
The reason for Pinch of Nom’s success is simple. Kate and Kay saw an untapped opportunity to revolutionise the way we eat by offering recipes that were created to fuel weight loss in an appealing way: comfort food big on flavour and low on calories.
Now a licensing campaign is set to build on the appeal of the books by targeting a wide audience – one that includes multigenerational families, recipe lovers, people who follow weight loss programmes and the health aware, but also, and importantly, people who like their tasty recipes supported by tips and advice that take into account both their busy lives and their pockets.
The campaign will leverage the distinctive look and feel that makes the Pinch of Nom brand instantly recognisable – a brand that thrives on colour and a friendly, approachable appearance.
The initial focus for the Pinch of Nom brand is, not surprisingly, on kitchenware and related products. This includes small electricals, like air fryers, slow cookers and pressure cookers, along with kitchen aids and utensils like measuring jugs, scales, chopping boards and containers, ceramics and tableware. However, sauces, spices and condiments, as well as food delivery and home baking, are also targets.
Already on board are flavour and brand company The Flava People for seasonings and cooking sauces, canned and ambient foods specialist Caterers Choice for jelly, and publisher Danilo for calendars and greeting cards. Future potential categories could include kitchen textiles and homeware, building on a highly recognisable brand identity that has found its way into hundreds of thousands of homes across the UK.
Kay Allinson, Co-founder, Pinch of Nom, says: “Our aim was simply to offer advice on slimming-friendly food that actually tastes good, but the success of Pinch of Nom has exceeded even our wildest expectations. With demand now growing to take the brand into new areas, we’re thrilled to have the support and expertise of Bulldog Licensing to expand Pinch of Nom into a wide range of categories that will complement and enhance the online and publishing presence it has already established.”
Sophie Yates, Brand Manager, Bulldog, says: “There has always been a market for what Kate and Kay call “healthy recipes that don’t taste like diet food”, but the success of Pinch of Nom has taken this to another level. A combination of humour, creativity, joy and approachability, not to mention a distinctive and colourful identity and fantastic recipes, has built a popular book and blog that is perfectly positioned to becoming an equally popular brand.”
