Processing, fries, chips, Promotion/Marketing, Studies/Reports, Trends

‘Seeing Possibilities in Potatoes’: Lamb Weston boosts brand with new global identity

Lamb Weston  announces in a press release today the launch of a new global brand identity expressed by the tagline “Seeing Possibilities in Potatoes”. The launch aligns Lamb Weston operations worldwide under a common brand vision, describing how Lamb Weston brings value to its customers’ business. Extensive research in more than seven countries around the globe shows what makes Lamb Weston stand out: their inventiveness. The new tagline, captures the essence of Lamb Weston’s approach – always moving forward with inventive solutions for improving its customers’ business. “Seeing possibilities in potatoes, captures what we do every day at Lamb Weston,” said Bas Alblas, CEO of the Lamb Weston / Meijer joint venture. The company demonstrates “Seeing Possibilities in Potatoes” with several new initiatives:

  • Connoisseur Fries: Consumers are looking for home style fries and patrons of casual dining restaurants continually seek new and differentiating menu items. Lamb Weston / Meijer responds by introducing Connoisseur Fries;
  • Potato Dippers: Research shows that shared dining is increasingly being appreciated by consumers. A restaurant experience in a social setting. Therefore, Lamb Weston / Meijer launched Potato Dippers;
  • Customer service: In close collaboration with customers and their logistic partners, Lamb Weston / Meijer offers just-in-time deliveries that reduce stock levels and as a result free up customers’ working capital.

“I’m proud that we have people in our organization that bring great ideas forward and make it reality,” Bas Alblas said.

Growing globally, the brand has maintained separate identities in different parts of the world. “This is a significant step in the journey of Lamb Weston® to leverage our global presence, drive profitable growth and strengthen worldwide brand recognition,” said Mascha Leijten, Marketing and New Business Development Director of Lamb Weston / Meijer.

About Lamb Weston/ Meijer:

Lamb Weston is a world leading brand in high quality potato products and is sold globally in over 100 countries. The company Lamb Weston / Meijer serves the EMEA region and is based in Kruiningen, the Netherlands. Supplying frozen potato products like Twisters and dehydrated potato flakes to customers in the Foodservice, Quick Service, Industry and Retail segments. The company operates five factories: the Netherlands (3), the United Kingdom (1) and Austria (1). The company employs 1,200 people in EMEA.

Editor & Publisher: Lukie Pieterse


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