Nat Foods now simply 'Lion'

17 May, 2011 06:40 AM
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The old Lion Nathan, National Foods branding will be replaced by the more succinct 'Lion'.
The old Lion Nathan, National Foods branding will be replaced by the more succinct 'Lion'.

AUSTRALIA'S largest dairy and juice processor, National Foods, and its recently adopted sister liquor company, Lion Nathan, are to be re-badged with their respective business divisions coming under the single company name, Lion.

Two decades after the National Foods' name was listed on the Australian Stock Exchange, bringing it wide public recognition as one of the country's few publicly listed dairy businesses, the National name is to be abandoned by its Japanese parent company.

Lion Nathan was linked with the National dairy business in 2009 after beverage giant Kirin Holdings, a subsidiary of Mitsubishi, completed its purchase of the liquor producer.

The Lion name will operate with three divisions, dairy and drinks, and its Australian and New Zealand beer, spirits and wines businesses.

A formal rollout will occur in August and continue through to November.

Lion chief executive officer, Rob Murray, said the change to the corporate brand was the next stage in the evolution of the company.

"We became Lion Nathan National Foods in October 2009 when Lion Nathan, and merged with Kirin's foods business, National Foods," he said.

"Since then we have come a long way in integrating our business, and our new name reflects our shared purpose and identity."

National Foods was created by the former Adelaide Steamship Company in 1991 by amalgamating several dairy and food related businesses which had brand names and histories dating back to the 19th century.

The company is a major milk producer with its flagship Pura and Dairy Farmers brands and popular flavoured milk names, Big M and Farmers Union Iced Coffee.

In 2005 overseas brewing company, San Miguel, acquired National Foods for $1.8 billion, but two years later San Miguel sold National to Kirin which already had a 20 per cent stake in San Miguel, for $3.1b.

The following year the 110 year-old Dairy Farmers co-operative agreed to National Foods offer to acquire its business.

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