Pactiv Corp., owner of the Hefty brand, said that it has signed a brand license, that allows the licensee to develop and market a line of Hefty branded housewares products.
The first products to be created under the agreement will be a line of wastebaskets and trash cans.
That seems at first glance like a great brand extension.
But the distribution channels should be almost 100% equal.
And that usually means, Pactiv would be better off
marketing those products as trading goods.