Lamb Weston has launched a new global identity to unite the branding of its international operations, characterised by the tagline “seeing possibilities in potatoes”.
The new common brand vision captures the essence of Lamb Weston’s approach, the potato processor said – always moving forward with inventive solutions for improving its customers’ business and understanding that inventive thinking is driven by empowering the collective imagination that exists in the organisation.
The first major change to the brand in the company’s history has been accompanied by a duo of product innovations: the launch of its new Connoisseur fries will meet consumers’ growing demand for home-style fries and differentiated menu items, while its potato dippers tap into the emerging trend towards a shared restaurant experience.
Lamb Weston has also worked in close collaboration with its customers and logistics partners to enhance its customer service through a new just-in-time delivery solution that reduces customers’ stock levels and frees up working capital.
Lamb Weston/Meijer CEO Bas Alblas said: “Seeing possibilities in potatoes captures what we do every day at Lamb Weston.
“I’m proud that we have people in our organisation that show the initiative to bring great ideas forward and have the self-motivation to make it reality. At Lamb Weston/Meijer, we don’t just see a potato, we see possibilities.”
Lamb Weston/Meijer marketing and new business development director Mascha Leijten said: “This is a significant step in the journey of Lamb Weston to leverage our global presence and drive profitable growth. Launching a global brand identity allows us to further strengthen worldwide brand recognition and helps boost the equity of our brand worldwide.”
© FoodBev Media Ltd 2024