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Varnum Provides Licensing Work in Unique Ice Cream Flavor Offerings

March 4, 2022

Family-owned ice cream maker Hudsonville Creamery has continued its successful licensing partnership with Tennessee-based McKee Foods Corp., the maker of Little Debbie brand snack cake products, to roll out an expanded line of ice cream offerings. The new ice cream products, featuring seven Little Debbie flavors, are available in pint size containers exclusively at Walmart stores.

Hudsonville originally teamed up with McKee Foods in late 2021 to feature Little Debbie Christmas Tree Cakes flavored ice cream for the holiday season.

Varnum represented Hudsonville in the new brand extension licensing endeavor, providing assistance, support, and counsel in the negotiation and completion of the licensing term sheet and license agreement, as well as providing guidance on various intellectual property, labeling and branding issues. Intellectual Property partner Tim Kroninger led the Varnum team, which also included Corporate partners Pete Roth and Eric Post.

Varnum has represented Hudsonville Ice Cream on a wide variety of corporate matters over the past several years including finance, mergers and acquisitions, employment and employee benefit matters and more recently began managing and helping expand the protection of Hudsonville’s intellectual property portfolio and assisting in their licensing endeavors.

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