Denmark-based meat giant Danish Crown has acted to unify its branding by changing the name of its Tulip Food Co. subsidiary to Danish Crown Foods.
The move comes less than a month after the cooperative announced the sale of its UK Tulip business, Tulip Ltd, to Pilgrim’s Pride, the US poultry supplier in a GBP290m (US$354.1m) deal.
Tulip Food Co. is behind several of Danish Crown’s most popular brands in areas such as bacon, pepperoni, cold cuts, sausages and canned meat.
The brands include Tulip, Mou, GØL and Steff-Houlberg.
The Tulip name will continue at a product level but not as a corporate brand.
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Tulip Foodservice, meanwhile, is to be re-branded Danish Crown Professional.
Danish Crown said the new branding, which includes a new corporate logo, links to its company purpose of “setting a new direction towards a more sustainable future from farm to fork”.
It added: “A new brand and narrative will make it clearer to customers and consumers that Danish Crown has started this transformation.”
The new logo has been unveiled today (16 September) at Danish Crown’s 75 sites and offices in 23 countries.
Tulip Food Co. CEO Kasper Lenbroch said: “It is a natural next step for us. The new consumer demands require that we move closer together throughout our value chain and that we create the link back to the farmers behind the products.”
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