Greencore has scrapped the Hazlewood name so that it can bring together each category of its business under the Greencore brand.
The move is the final stage in integrating the Hazlewood Foods businesses, acquired three years ago, and follows the recent merger of divisions in its convenience foods operations.
Chief executive David Dilger said: “This was a demand from all 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 which depicts innovation, customer care and lowest cost.
The company this week announced pre-tax profit up by 8% to E43m in its preliminary results for the year ended September 24.