Tulip Food Co. becomes Danish Crown Foods in brand identity shift
By Andy Coyne, Just-Food
16 September 2019
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.
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".
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