Aurora Foods Inc. was formed in 1995 with the objective of being a leading producer and marketer of premium branded food products. The business strategy is for Aurora has it serving as a platform upon which to build a leading branded food products company through the strategic acquisition and internal growth of brands. Its acquisition strategy is to acquire established, well-recognized brands that have become non-core businesses to their corporate parents yet retain strong brand equities and have long-term growth potential. Since its inception, Aurora has acquired the following brands: Duncan Hines® baking mixes; Log Cabin® and Mrs. Butterworth's® syrups; Lender's® bagels; Van de Kamp's® and Mrs. Paul's® frozen seafood; Aunt Jemima® frozen breakfast products; Celeste® frozen pizza and Chef's Choice® skillet meals.
-In 2002, Duncan Hines, Aurora Foods' leading brand, announced it would produce the "Candy Shop Brownies" under an exclusive agreement with Masterfoods USA. The lineup of products combined Duncan Hines Premium Brownie Mixes with popular and leading chocolate candies made from Masterfoods USA. The first product was a Brownie Mix with M&M's Milk Chocolate Candies. This is an example of:

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The collaboration between Duncan Hines and Masterfoods USA to produce "Candy Shop Brownies" with M&M's Milk Chocolate Candies is an example of trademark licensing, where Duncan Hines is licensed to use the M&M's trademark in their product.