Continental Foods launches its new rebranded website
Puurs (Belgium), July 2014 – Continental Foods, the former European division of Campbell Soup Company, presents its new corporate website. The launch finalizes the company’s rebranding with a new name, logo and tagline. The name Continental Foods and the tagline ‘Where local brands thrive’ emphasize Continental Foods’ sole focus on local European brands.
Continental Foods’ product portfolio includes heritage brands that have been part of the food landscape in their respective countries for more than 100 years. The new logo depicts both a steaming bowl of a freshly cooked meal and a happy smile, emphasizing Continental Foods’ long-standing food expertise and close connection with local consumers.
On 28 October 2013, CVC Capital Partners, a leading private equity firm, acquired the European company and Xavier Belison was appointed Chief Executive Officer. Mr. Belison, a French national, brings over 25 years of experience in the European FMCG sector. Until October 2013, he acted as President of the Management Board of Grupa Żywiec (Heineken Group). Previously, he held the position of Managing Director for Heineken Central Europe.
The new European website can be accessed via www.continentalfoods.eu or www.continentalfoods.net. Local versions exist for each of the countries where Continental Foods has a presence. Other communication channels have gradually rebranded over the past months. Product packaging mentioning the former company name will progressively disappear from the market by the end of the year.
About Continental Foods
Continental Foods is a leading European food company primarily active in Belgium, France, Germany, Sweden and Finland. Building on its expertise from its research centres around Europe, Continental Foods creates a business where local brands thrive. Its portfolio of local brands includes soups, stocks, bouillons, sauces and dessert mixes with household names such as Devos Lemmens, Royco, Liebig, Erasco and Touch of Taste. Several of them have been part of the local food landscape for more than 100 years. In the 2012 fiscal year, the company generated annual net sales of approximately €400 million. Continental Foods is headquartered in Puurs, Belgium.