New brand maximisation company Saachiinvest is targeting well established but underutilised brands for repositioning to boost sales. The company was set up to cash in on a trend by big multinationals to divest non­core brands and concentrate on the higher profile blockbuster lines. Formed by the founding partners of advertising agency M&C Saachi, Saachiinvest has already taken on a 51% stake in Heinz's Complan and Casilan brands in Europe and the Americas. Both the nutritional brands will now be repositioned and promoted in collaboration with Heinz in an effort to achieve sales growth. Saachiinvest will continue to use this joint venture model as well as looking for outright brand purchases as it expands. And as projects come on board the company will recruit relevant skilled senior management to handle them. Lord Saachi said: "We believe that the Heinz transaction will be the model for many future investments." {{NEWS }}