CPG Licensing

CPG Licensing is a consulting firm specializing in brand licensing strategy for consumer packaged goods (CPG) and food-and-beverage companies. Founded by Phil Gorman, who also serves as Founder and CEO of Snack Iconic, the firm brings an operator's perspective to licensing engagements — grounded in real-world commercialization experience rather than purely advisory or brokerage functions. The firm helps consumer brands identify, structure, and execute licensing opportunities that generate new revenue streams, expand market reach, and build long-term brand equity.

Phil Gorman's background includes developing licensing partnerships and initiatives with some of the world's most recognized CPG corporations, including McCormick & Company, Conagra Brands, Mars, Bimbo Bakeries USA, Danone, and The Clorox Company. These relationships have spanned a wide range of categories including seasonings, bakery, confectionery, salty snacks, and other consumer products. This hands-on experience across the full licensing lifecycle — from initial category strategy through retail launch — is a core differentiator for CPG Licensing.

The firm's service offering covers the complete arc of a licensing program. This begins with a Licensing Opportunity Assessment, in which CPG Licensing independently evaluates consumer permission, brand contribution, incrementality, retail opportunity, economic viability, and execution feasibility to determine whether a given opportunity is worth pursuing. From there, the firm can develop a full Licensing Program, including category strategy, partner criteria, financial modeling, outreach planning, and a commercialization roadmap.

CPG Licensing also provides Partner Identification and Deal Support services, helping clients identify and evaluate qualified licensees and strategic partners, assess their operational capabilities, and navigate negotiations and deal structure. For organizations that need experienced licensing leadership but are not yet ready to build an internal department, the firm offers Fractional Licensing Leadership — providing senior-level expertise on a flexible, project-based engagement model.

The firm works with a broad range of clients, including established consumer brands, emerging companies, restaurant concepts, manufacturers, private equity investors, and organizations seeking to create or expand licensing programs. CPG Licensing understands both sides of the licensing table: brand owners require partners who will protect trademarks and deliver commercially meaningful products, while licensees need realistic economics, clearly defined rights, and sufficient flexibility to build successful product lines.

A proprietary Licensing Scorecard tool is available to prospective clients, providing a structured framework for evaluating opportunity quality and identifying areas requiring deeper validation. This reflects the firm's broader philosophy that brand recognition alone does not guarantee a successful extension — a licensing opportunity must feel authentic to consumers, align with brand values, work economically for all parties, and present a compelling proposition for retail buyers.

CPG Licensing's approach is rooted in commercial reality, focusing on sustainable business outcomes rather than short-term collaborations or superficial brand placements.