UK – Tate & Lyle PLC, a British-multinational supplier of food and beverage ingredients, has unveiled its new brand intended to help it become a purpose-led, growth-focused specialty food and beverage solutions business.
The rebrand includes a new logo, typography, new imagery as well as a new narrative and tone of voice. At the heart of the brand is the company’s new narrative–Science\ Solutions \ Society, the promise Tate & Lyle makes to its customers, and how it will deliver its purpose.
Nick Hampton, Chief Executive, Tate & Lyle, explained that the company’s commitment to ‘Science, Solutions, Society’ was born out of a deep understanding of its purpose ‘Transforming Lives through the Science of Food’.
Helen Bass, Global Head of Marketing & Insights, Tate & Lyle, said: “This rebrand is not just a new logo or colors, it is a beacon of change for our organization, creating a distinctive new brand, one powerful narrative, that stands out and brings it to life for ourselves and our customers.”
“As the design work was evolving, we discovered very early on the incredible power of having an ‘and’ – an ampersand – in our name. It is not just distinctive but communicates that Tate & Lyle can, and does, bring more.”
According to Helen, the rebrand shows a continuous curiosity and restlessness to solve challenges, go the extra mile and exceed its own and others’ expectations in the broader world. Therefore the ‘power of and’ became a key part of the design, she noted.
Tate & Lyle employs more than 3500 people at its 57 locations across 39 countries. In the year to 31 March 2022, Tate & Lyle’s revenue from continuing operations totaled £1.4 billion (US$1.09bn).
For its third quarter, which ended Dec. 31 2022, revenue roses by 16% overall. 19% was within the food and beverage solutions business compared to the previous year’s third quarter. However, sucralose revenue slipped 8%, which reflected the unwind of orders phased into the first half.
Revenue in food and beverage solutions benefited from mix management, pricing through input cost inflation and acquisitions.
Growth continued in North America despite supply chain disruption while regions of Europe and Asia, the Middle East, Africa, and Latin America delivered double-digit revenue growth, reflecting good commercial performance and mix management.
“Tate & Lyle continues to perform well with food and beverage solutions delivering another strong quarter of double-digit revenue growth,” said Nick Hampton.
“We have successfully renewed 2023 calendar year customer contracts to recover higher input costs. Despite ongoing economic uncertainty, we continue to deliver against our strategy as a growth-focused specialty food and beverage solutions business.”
With the new branding and China opening up from lockdowns brought on by COVID-19, the company should be able to rebalance supply and demand for sucralose and maintain or even grow its market.
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