US parent company Heinz, which acquired Plymouth, Devon-based babyfood maker Farley for £94m (US$153.3m) in 1994, has announced it will bring the whole Farley’s range under its own name.
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The range includes Farley’s Rusks, which were the brainchild of Plymouth baker Edwin Farley, who started selling them in the 1880s. A crisp finger of soya and rice flour, with some starch and sugar, they are popular with teething infants. The brand has enjoyed iconic status in the UK for many years.
In 2000 the Consumers Association criticised Farley’s Rusks, saying they contained higher sugar levels than chocolate biscuits. This prompted the manufacturer to reduce sugar levels to approximately six grams per rusk, reported BBC News.
Farley’s Rusks will be renamed Farley’s Rusks from Heinz, retaining the Farley’s name on the pack. “From our perspective this allows us more focus. We can concentrate more on one brand,” Deniz Demirtas, a senior brand manager at Heinz, said.
As a consequence of the name change, Heinz is repackaging the dry babyfood range: “The Farley’s bear has been retained, but has been updated to provide a strong design link to the original products,” Demirtas added.
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By GlobalDataOn Wednesday we incorrectly wrote that the Farley’s brand name and Farley’s bear were to disappear to be replaced by the Heinz brand name. Please accept our apologies for this mistake.
