IMC Licensing, Louisville, Ky., said it will begin developing a portfolio of new brand-building licensed food and non-food products under terms of representation agreement withPinnacle Foods Group LLC, Mountain Lakes, N.J. Pinnacle is the parent to such well-known frozen brands asSwansonentrees, Aunt Jemimafrozen breakfasts,Lender'sfrozen bagels,Van de Kamp'sandMrs. Paul'sfrozen seafood,Duncan Hinesfrozen brownies andMama Celestefrozen pizza.

"We are delighted to represent Pinnacle Foods, a diverse family of brands rich in history and heritage, many of which have been in existence for over 50 years," said Cara Bernosky, IMC Licensing co-founder and president. "These brands hold leadership positions in their respective retail categories with an estimated 81 percent penetration of U.S. households. We plan to leverage this high consumer awareness and heritage to reach consumers in new ways via both food and non-food products."