---
title: "Earthbound Brands Expands its Heritage Food and Beverage Portfolio by Partnering with BRIX Holdings LLC to Exclusively Represent All of the Brands of BRIX, including Friendly’s"
url: https://burnaze.com/article/4801efe5-e83d-4586-84ea-04fef60dfda5
source: "Franchising.com"
original_url: https://www.franchising.com/news/20260529_earthbound_brands_expands_its_heritage_food_and_beverage_portfolio_by_partn.html
category: "Family dining"
industry: "Restaurants"
segment: "Family dining"
topics: ["Development & multi-unit"]
published: 2026-05-29T12:00:00.000Z
modified: 2026-11-01T22:32:26.999Z
image: https://images.unsplash.com/photo-1561758033-d89a9ad46330?w=1600&q=80&auto=format&fit=crop
---

# Earthbound Brands Expands its Heritage Food and Beverage Portfolio by Partnering with BRIX Holdings LLC to Exclusively Represent All of the Brands of BRIX, including Friendly’s

**TL;DR:** Earthbound Brands has partnered with BRIX Holdings LLC to exclusively represent its brands, including Friendly's. The partnership aims to expand Friendly's product lines in food and beverage categories through a strategic licensing and development program.

*originally published in Franchising.com on 2026-05-29. [Read the original](https://www.franchising.com/news/20260529_earthbound_brands_expands_its_heritage_food_and_beverage_portfolio_by_partn.html).*

## Story

DALLAS, TX – Earthbound Brands has been appointed as the exclusive representative for the brands of BRIX Holdings LLC. BRIX Holdings LLC includes brands such as: Friendly’s, Orange Leaf, Red Mango, Clean Juice, Souper Salad, Smoothie Factory + Kitchen, Humble Donut Co, and Pizza Jukebox.

The Friendly’s brand is a long-standing American restaurant staple with a history of serving families in restaurants across the country. Founded in 1935, Friendly’s is known for iconic dishes such as the Jim Dandy Sundae, Conehead® Sundae, Fribble® Shake, SuperMelt®, Mini Mozz Sticks®, Fishamajig® and Clam Boat Baskets. Today, the brand continues to resonate with consumers through its established retail presence.

Earthbound Brands will focus on building a strategic licensing and development program to expand Friendly’s product lines in food and beverage categories.

“Our guests don’t just visit Friendly’s— they have a real emotional connection to it giving them reminders of happiness and joy.” said Amol Kohli, Chairman of Brix Holdings LLC and a long time Franchisee of Friendly’s. “This partnership with Earthbound Brands will allow us to meet them in more places and in more moments throughout their day.”

“Friendly’s was founded as a welcoming place for families to come together and create lasting memories,” said Jeff Cohen, co-founder and CEO of Earthbound Brands. “We’re excited to partner with their team to extend that legacy beyond the restaurant, bringing the brand and its iconic food to consumers in new ways.”

The partnership further strengthens Earthbound Brands’ growing presence in heritage food and beverage licensing, as consumer demand continues to shift toward nostalgic, trusted brands across retail. The partnership officially launched last week at Licensing Expo in Las Vegas. For more information, contact [email protected].

## Entities

- Franchising.com (publication)
- QSR (sector)
- partnership (topic)
- Friendly's (company)
- BRIX Holdings (company)
- Amol Kohli (person)
- brand licensing (topic)
- beverage portfolio (topic)
- Earthbound Brands (company)
- Jeff Cohen (person)
- heritage food (topic)

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Originally reported by Franchising.com (https://www.franchising.com/news/20260529_earthbound_brands_expands_its_heritage_food_and_beverage_portfolio_by_partn.html). Summarized by Burnaze (https://burnaze.com/article/4801efe5-e83d-4586-84ea-04fef60dfda5).