Belgian-based Lutosa has presented its new identity, which is the result of the rebranding process that was needed, as its brand no longer matched Lutosa’s identity and ambitions.
Strongly anchored into the Belgian culture, Lutosa is a Belgian brand that manufactures its products in Leuze-en-Hainaut and Sint-Eloois-Vijve. Used throughout the globe, this Belgian brand positioning proved instrumental for the success and development of the company worldwide. Today, 94% of its production is exported to 136 countries. The current Belgian brand positioning consists of the Lutosa logo, French fries cones, the Belgian flag and the use of a Belgian scenery with the Atomium, cyclists, Belgian beer pictures, a Frit’Kot, etc.
In Belgium, the sale of the retail branch to Iglo/Findus in 2014 raised a lot of questions, according to a company statement. Iglo/Findus is entitled to use the Lutosa logo in retail in Europe until the end of February 2021, which means that two different companies exploit the same logo on a similar geographical territory. Since Iglo/Findus started rebranding towards Belviva in 2019, confusion only increased.
The new brand identity combines Lutosa’s history and recognizability (red color) with a modern look and feel, and a new tagline underlining the company’s worldwide ambition. While the new Lutosa remains tremendously proud of its Belgian heritage and know-how (with an icon showing the Belgian colors in the shape of a fries cone), its new visual identity and brand positioning reflects the company’s vision to the future and personalized customer approach, combined with a close collaboration with its farmers and significant expertise in the field of potatoes (reflected in the furrows).
Originally, Lutosa SA was a Belgian family company. Today, it has two production sites in Leuze-en-Hainaut and Sint-Eloois-Vijve. Lutosa is active in more than 136 countries and is proud of its 42 years of expertise in the potato industry. Active worldwide in the b2b business, and in retail activities outside of Europe, Lutosa produces and sells a large range of frozen fries and potato specialties (Duchesse, Spicy Wedges, röstis, mash) and also an organic selection of products. Furthermore, Lutosa produces and sells chilled fries and potato flakes to the professional sector.