CFR MANAGEMENT SERVICES

ABOUT

CFR is among UK’s top distribution agencies, serving the needs of a broader market including major grocery retailers, convenience stores, e-commerce platforms, cash and carry outlets, commercial and catering wholesalers, pharmacies, health and beauty retailers, and discounters. CFR was founded in 2000, starting its operations from a small garage where products were stored in boxes supplying to a bunch of small stores. Gradually, the company gained footage, introducing some unique products in the UK market and creating a niche of its own. They now have operations all over Europe to cater to the needs of the growing industry, tapping into the potential of unexplored products.

Products

CFR are responsible for the distribution of Quick Milk in the UK. Quick Milk turns milk-time into fun-time! With all-natural favourite flavours and their uniquely innovative design, it’s no wonder that the Magic Sippers and Bakery Jars are some of the best loved product by families in their catalogue.
In 2021, CFR sent Her Majesty some Magic Sippers - she sent a letter back to them saying that she loved the product!

Why we love them

We love the fun concept of the Magic Sipper, making milk more flavourful, and Bakery Jars, which make baking an enjoyable activity for the whole family. We also appreciate their distinctive branding, which is loved and trusted by many households.

ELF ON THE SHELF-LICENSED QUICK MILK CHRISTMAS RANGE

CFR Management Services (the Licensee) called on us to help them enter the licensing space. They had only licensed once before and felt that they needed an expert team to navigate them through the process.
The first thing we did was focus on understanding the Licensee’s customer base and objectives. We familiarised ourselves with their products and where they were being sold.
We spent time with the Licensee to build a strong understanding of their customer base, target audience and overall vision for licensing. This allowed us to develop a shortlist of suitable licenses to consider for the Christmas period.
Once we had established the ideal licenses to explore, we prepared a pitch which detailed all of the information a Licensor typically looks for when considering a proposal. We personally presented this to the Licensors on a call and answered any questions they had about the proposal, before starting negotiations around the commercial terms of the license.
We managed the License Agreement process to ensure all parties were on the same page before signing. This included reviewing the contract and helping the Licensee understand some standard licensing terms that they were unfamiliar with.
Once the license was signed we were able to access style guides and assets. We reviewed all of the available material and took the Licensee through the breadth of possibilities. We worked with the Licensor to best understand which assets would be most suitable for the Licensee’s Christmas line.
The packaging, samples and marketing material all had to be submitted at various stages of development. We managed this diligently on behalf of the Licensee, submitting material to the Licensor’s preferred approvals platform. Anything that we thought wouldn’t get approved was amended before being submitted, allowing for a more efficient process.
The product launched in-store in the UK in October, just in time for the Christmas period. We organised a press release that was circulated amongst the licensing press, which was covered by a variety of industry publications. We also arranged for samples to be sent to influencers, to ensure the launch was maximised across all channels.
We continue to manage reporting obligations such as quarterly royalties reports.
We pride ourselves on providing the best level of service possible, and that means supporting the Licensee with anything that comes up throughout the licensing process.