Lutosa to Become Belviva by 2021
Frozen potato company Lutosa will be rebranded to Belviva in the upcoming future, writes DH.be. According to the report, the BEL in the name stands for Belgium, while VIVA references the optimistic character of the brand.
Following the name change, the products themselves will remain unchanged, as will the packing in the colors of Belgium. Nevertheless, at first, both logos will be shown next to each other with the brand renaming itself to “Lutosa becomes Belviva”. But in two years, only Belviva will remain, as the complete rebrand will become effective in 2021.
“Lutosa is a Belgian brand. Since its creation in 1981, our products are not only manufactured and packaged in Belgium, but the potatoes also come from the immediate vicinity of the plants in West and East Flanders. With the new Belviva brand, we want to highlight the Belgian identity of our frozen products,” explained Philipp Kluck, managing director of Iglo Belgium, which owns the brand.
But according to Kluck the name change has also a legal reason. In 2013, Lutosa was taken over by McCain, which had to sell the brand name Lutosa in retailing in order to avoid forming a monopoly. This part was then bought by Findus in 2014, which in turn was itself acquired by British holding company Nomad Foods that also includes the Iglo brand. The London-based holding company has a license of the Lutosa brand which expires in 2021, which is why the name change has become mandatory. The foodservice arm of Lutosa won’t be affected by the rebrand.