Cosmopolitan, the leading women’s monthly magazine, is extending its brand by launching a health drink called Cosmo, as well as a chocolate bar and a range of clothing.
The citrus-based energy drink will be available, in bottles and foil sachets, in supermarket chains, independent grocers and health centres from September.
The Cosmopolitan low-fat chocolate bar is being planned to take on the new low-fat products from Mars: Flyte and Mars Light.
It is the first in a range of Cosmopolitan brand extensions being developed by the title’s publisher, the National Magazine Company, and The Licensing Company.
Other launches planned for this year include a range of Cosmo politan lingerie, bed linen, stationery, bags, hosiery and swimwear.
NatMags has been a pioneer in developing and extending the brand identities of its magazines, which include leading monthly titles Company, Good Housekeeping, Harpers & Queen and Esquire.
Its new health and beauty title Zest has launched a masthead TV programme on satellite and cable television and Good Housekeeping has a history of brand extensions which have included a restaurant, books and kitchenware.
There has been much speculation about the potential of Cosmopolitan brand extensions. NatMags managing director Terry Mansfield told Marketing Week earlier this year that he envisaged Cosmopolitan branded stores in the future.
Director of NatMags enterprises Anne Melbourne says: “Cosmo readers have a total spending power of 2.9bn a year – it makes sense to tap into that.”