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Princes has launched a new visual identity and vision for its international food and drink group, as it continues to roll out a substantial investment programme to future proof the business.

The rebrand is a key component of the significant business transformation programme initiated by the business at the end of 2017 to drive continuous growth and respond to challenging market conditions, the investments and decisions of which are now rapidly coming to fruition.

Encompassing all facets of the Group’s visual identity and brand, the development is being supported by a refreshed vision for the business, to truly reflect what it stands for as an organisation, both today and tomorrow: “Proudly helping families to eat well without costing the earth.”

To achieve this vision, Princes Group will deliver sustainable profit growth by embracing consumer insight and evolving to meet their changing needs through innovation: serving its customers to the highest standards as a trusted first choice partner: sourcing raw materials responsibly and ethically, adding value throughout its supply chain to provide great tasting food and drink.

The new identity also reflects that Princes Group has made significant strides in furthering its credentials as a responsible business, and sees this as a key component of its long-term strategy for growth. The refreshed group identity follows the £5m launch of major consumer rebrand across its entire Princes range of products earlier this year.

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