Unilever Bestfoods is changing its name to Unilever UK Foods as the parent company aims to harness a single identity for its fmcg empire.
The change, gradually being rolled out from 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 (pictured) on the back of packs.
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.”