Lamb Weston Changes Global Brand Identity

Lamb Weston has launched the first major change to the brand identity in more than 50 years, expressed by the tagline “Seeing Possibilities in Potatoes”. The launch aligns Lamb Weston operations worldwide under a common brand vision, describing the way Lamb Weston brings value to 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, which operates within the EMEA region.

Growing globally, the brand, part of ConAgra Foods, 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 and drive profitable growth.” said Mascha Leijten, marketing and new business development director of Lamb Weston/Meijer. “Launching a global brand identity allows us to further strengthen worldwide brand recognition and helps boost the equity of our brand worldwide.”

Recently, the company demonstrated “Seeing Possibilities in Potatoes” with several new initiatives:

·         The launch of Connoisseur Fries: Consumers are looking for home style fries, and with patrons of casual dining restaurants continually seeking out new and differentiating menu items

·         Introducing Potato Dippers: Research has shown that shared dining is increasingly being appreciated by consumers to enjoy a restaurant experience in a social setting.

·         Enhancing customer service: In close collaboration with customers and their logistic partners, Lamb Weston / Meijer facilitated solutions to offer just-in-time deliveries that reduce stock levels at the customer and as a result free up customers’ working capital.

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