Earthbound Brands Expands its Heritage Food and Beverage Portfolio to Represent All of the Brands of BRIX, including Friendly’s

Source: License Global

Earthbound Brands, a leading global licensing, product design, and creative agency, has been appointed as the exclusive representative for all of the brands of BRIX Holdings LLC. Owned by Legacy Brands International LLC, BRIX Holdings LLC has brands such as: Friendly’s, Orange Leaf, Red Mango, Clean Juice, Souper Salad, Smoothie Factory + Kitchen, Humble Donut Co, and Pizza Jukebox.

The partnership will begin with a focus on expanding the Friendly’s brand. The Friendly’s brand is a beloved American restaurant staple built around heritage and tradition, serving American families for over 90 years in restaurants throughout the country. Founded in 1935, Friendly’s is known for iconic dishes such as the Jim Dandy Sundae, Conehead Sundae, Fribble Shake, SuperMelt, Mini Mozz Sticks, Fishamajig and Clam Boat Baskets. Today, the brand continues to resonate with consumers through its strong emotional connection and established retail presence.

Earthbound Brands will focus on building a strategic licensing and development program to expand Friendly’s product lines in food and beverage categories.

“Our guests don’t just visit Friendly’s— they have a real emotional connection to it giving them reminders of happiness and joy.” said Amol Kohli, Chairman of Brix Holdings LLC and a long time Franchisee of Friendly’s. “This partnership with Earthbound Brands will allow us to meet them in more places and in more moments throughout their day.”

“Friendly’s was founded as a welcoming place for families to come together and create lasting memories,” said Jeff Cohen, co-founder and CEO of Earthbound Brands. “We’re excited to partner with their team to extend that legacy beyond the restaurant, bringing the brand and its iconic food to consumers in new ways.”

The partnership further strengthens Earthbound Brands’ growing presence in heritage food and beverage licensing, as consumer demand continues to shift toward nostalgic, trusted brands across retail. The partnership officially launched last week at Licensing Expo in Las Vegas.