Two major manufacturers have renamed their subsidiaries to strengthen their corporate branding.
Unilever Bestfoods is changing its name to Unilever UK Foods as the parent company aims to harness a single identity for its fmcg empire. In addition, Greencore has scrapped the Hazlewood name to bring together each category of its business under the Greencore brand.
The change at Unilever, gradually being rolled out now, follows the decision to change the name of sister company Lever Fabergé to Unilever UK Home and Personal Care from the new year.
The multinational giant’s frozen arm, whose portfolio includes the Birds Eye and Wall’s brands, will remain known as Unilever Ice Cream and Frozen Food.
Products from all three arms of the company will begin carrying the new Unilever logo on the back of packs in a bid to strike up a rapport between company and consumer.
Speaking to The Grocer, a spokesman said the decision to ditch the Bestfoods name would not contain any “significant write-off costs” as it was being rolled in gradually.
He added: “The idea is to align our names in the context of the company’s global activity.”
Similarly, the move at Greencore is the final stage in integrating the Hazlewood Foods businesses acquired three years ago and follows the recent merger of divisions in convenience foods operations.
Chief executive David Dilger said: “This was a demand from all of our senior management group who wanted a completely focused identity and to be publicly identified as part of this group.”
Hazlewood sandwiches has become Greencore sandwiches while Hazlewood chilled meals, sauces and soups, pizza, cakes and deserts, prepared foods, grocery and mineral water, have been renamed in the same way. Hazlewood continental convenience foods and sub-brand Hazlewood Food Service are also operating under the Greencore name, and frozen supplier Roberts Group has become Greencore Frozen Foods.
Alongside the re-branding Greencore has come up with a new three-leaf logo standing for innovation, customer care and lowest cost.