New operating name brings company closer to Suntory Group’s global brand
Suntory Beverage & Food Great Britain and Ireland (SBF GB&I) is now the new publicly facing name of Lucozade Ribena Suntory in a move designed to bring the company closer to the Suntory Group’s global brand identity.
Suntory Beverage & Food Europe (SBFE), a division of Japanese based Suntory Group, one of the world’s leading global drinks companies, has announced that effective September 8, 2020 all its local markets operating in the region will undergo a commercial name change to unify the organisation. A new corporate brand look will accompany the name changes to reflect the company’s global identity.
The newly named SBF GB&I is already renowned for making some of the nation’s most iconic heritage brands – including Lucozade, Ribena and Orangina. These brands remain the heartland of the business, attracting loyal consumers, delivering value for retail partners and supporting the company’s vision of Growing for Good – doing the right thing by society, people and the planet.
Carol Robert, Chief Operating Officer at SBF GB&I, comments: “We’ve been proud members of the Suntory Group since 2014 and this name change further demonstrates our commitment to work as One Suntory, united by our shared Growing for Good vision. Our new name reflects an exciting step change in our business, and I look forward to this next phase of growth delivered with the same passion, purpose and pride we’ve always had.
Peter Harding, Chief Executive Officer at Suntory Beverage & Food Europe, said: “Being part of Suntory is something special. The company was founded in 1899 based on strong values, a belief in giving back to society and a fearless spirit of innovation and entrepreneurship. I couldn’t be prouder today than seeing the Suntory name front and centre of all our business operations across Europe. This signals a cultural shift in our organization, bringing our employees together to be more connected and collaborative, and working together to deliver better outcomes for our customers and consumers.”
Suntory Beverage & Food Europe operates in more than 60 countries including the EU, overseas EU territories, Northern and West Africa and British Caribbean. The company has 3,800 employees and operates local production facilities in the UK, France and Spain.
Since becoming part of Suntory Beverage and Food Europe in 2014, the UK and Ireland business has benefited from being part of the world leading Suntory Group. A £13m investment from Japanese headquarters delivered a world-class, energy and water-efficient bottling line at the Gloucestershire factory in early 2020. UK brands like Lucozade and Ribena are on track to become the first drinks to be made from fully sustainable plastic due to ground-breaking research into enzymatic recycling funded by Suntory Beverage & Food Europe.