Licensing Expo 2026 to Spotlight Food & Beverage Licensing

Keynote panel will explore how food and beverage brands are redefining brand collaborations and creating cultural moments.

Mar. 17, 2026 at 8:33am

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Licensing Expo 2026 will feature a keynote session titled "Beyond the Plate: How Food & Beverage Became the Ultimate Brand Extension Goldmine." The panel will feature industry leaders from MARS Snacking, Pacsun, and CAA Brand Management, who will discuss the explosive growth of food and beverage licensing and reveal strategies for turning taste into profit through cross-category collaborations.

Why it matters

Food and beverage licensing has evolved from a niche opportunity into a powerful cultural phenomenon, as consumers increasingly seek brands that reflect their personal identity and tastes. This keynote will provide insights on how brands can leverage the deep emotional connections people have with their favorite foods, snacks, and drinks to drive business growth through innovative licensing partnerships.

The details

The keynote session will explore why confectionery brands are conquering the health and beauty space, how savory snacks are transforming into sweet dessert inspirations, and what is driving consumers to literally wear their favorite flavors. Attendees will learn the psychology behind consumer obsession with food-as-identity branding and discover strategic frameworks for evaluating and capitalizing on F&B licensing opportunities.

  • The keynote session will take place on Wednesday, May 20, 2026 at 12:30 pm PST during Licensing Expo 2026.
  • Licensing Expo 2026 will be held from May 19-21, 2026 at the Mandalay Bay Convention Center in Las Vegas, Nevada.

The players

David Lee

Senior Director of Global Licensing and Cultural Marketing at MARS Snacking.

Richard Cox

Chief Merchandising Officer at Pacsun.

Allison Ames

Co-President of CAA Brand Management, which represents global brands such as The Coca-Cola Company, Kellanova, Dole, WK Kellogg, California Pizza Kitchen, Guinness, Baileys and The Cheesecake Factory.

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What they’re saying

“Food and beverage licensing presents exponential opportunities for brands to expand their reach and connect with new audiences.”

— Amanda Cioletti, Vice President of Content and Strategy for the Global Licensing Group (Licensing Expo)

What’s next

An additional panelist will be named soon to join the keynote session.

The takeaway

This keynote session will provide attendees with actionable insights on how to leverage the powerful trend of food and beverage licensing to drive business growth, create cultural moments, and connect with consumers on a deeper, more personal level.