Who Froze Daniel Craig?

It turns out that Del Monte Foods (DLM) is NOT behind the promotion in the United Kingdom involving frozen smoothies in the shape of a bare-chested Daniel Craig.

Fredericks Dairies—a British company that apparently licenses the Del Monte name for its products—seems to be behind the ice lolly.

Media outlets around the world (including this one) reported Monday that Del Monte Foods made the smoothies-on-a-stick available in the United Kingdom. It didn't, as Del Monte pointed out in a terse, widely circulated news release later that day. But the release left a lot of questions unanswered. Why is Fredericks using the name "Del Monte Superfruit Smoothie" when Superfruit is a sub-brand owned by Del Monte Foods?

Inquiries to the author of the Del Monte news release, Chrissy Stengel, went only vaguely answered. On Monday night, she told me she had no idea which company was behind the promotion but that Del Monte Foods was "of course looking into it as it's creating confusion."

Since I discovered that Fredericks seems to be behind it, I've followed up with her but haven't heard back yet. It's too late in the English day to contact Fredericks.

The confusion stems from the fact that Del Monte Foods profligately licenses its name around the world to all kinds of different companies. In 1989, it spun off its fresh fruits and vegetables division as a separate company: Fresh Del Monte Produce. There is Del Monte International, too, which is also a separate company. In Canada, several different firms license the brand for different products. Same thing in Asia, where there is a Del Monte Pacific and a Del Monte Asia.

And in the United Kingdom, Fredericks uses the brand for some of its frozen treats.

I also have asked Del Monte Foods to comment on how it navigates a world in which a whole bunch of different companies can use its brand and logo, seemingly, in at least one case, without Del Monte Foods even knowing about it. More on that later.