Blinq to develop non-food licensing programmes for Marmite and Pot Noodle brands. By Samantha Loveday August 18, 2026 Blinq has been appointed to develop non-food licensing programmes for two of Britain's most iconic food brands, Marmite and Pot Noodle. The partnership will see Blinq work with licensees and retailers to extend the popular brands into new consumer product categories, creating commercially relevant programmes that remain true to each brand's individual personality. The appointment comes at an exciting time for the portfolio, with Marmite set to celebrate its 125th anniversary in 2027. The milestone creates a unique platform for brand extension and consumer engagement through innovative product collaborations. "We are incredibly excited to be working with two of Britain's most recognisable and culturally relevant food brands," commented George Birtchnell, founder and director at Blinq. "Marmite and Pot Noodle each have a distinctive identity, loyal consumer following and strong permission to extend beyond the grocery aisle. Our focus will be on developing creative, retail-led licensing programmes that feel authentic to each brand while opening up meaningful new opportunities for licensees and retailers. "With Marmite's 125th anniversary on the horizon, there is a fantastic opportunity to celebrate an iconic British brand through thoughtfully developed consumer products that resonate with both existing and new fans." Melissa Wimble, licensing manager for Marmite and Pot Noodle, continued: "Both Marmite and Pot Noodle have built strong emotional connections with consumers over many decades, creating a level of affinity that extends far beyond their core product categories. We see significant opportunity to leverage the strength of these brands beyond the grocery aisle, creating non-food licensing programmes that consumers will genuinely connect with while remaining authentic to what makes each brand so distinctive. "We're looking forward to working with Blinq to unlock new opportunities, ensuring every product reflects the quality, personality and values that consumers know and love." Blinq is now beginning conversations with prospective licensing partners across its initial priority categories, with the first wave of licensed products targeted to launch at retail during 2027.

Blinq, founded by Jarrod Webb, has revolutionized business cards by offering a digital alternative. The platform, valued at $200 million, is used by nearly 3 million people in 189 countries. Blinq recently secured $38 million in a Series A round, bringing total funding to over $43 million. The app allows users to share dynamic profiles via QR code, NFC, or web link, without needing the recipient to have the app. Webb envisions Blinq evolving beyond contact exchange to nurture meaningful connections.