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Hero rebrands Friso Infant milk to Hero Baby

Published: Thursday, November 14, 2013

Food group Hero is set to rename its existing brand in the Benelux Friso Infant Milk to Hero Baby as of 1 April 2014. The product itself will not change: the quality and the recipe remain the same. The name change is part of Hero’s ambition to give its entire product range a uniform name and image. Hero has decided to sell the brand name Friso to dairy company FrieslandCampina, that owns the Friso brand for infant nutrition outside the Benelux.

Hero Group sells baby and toddler foods, under the Hero Baby brand, in more than 20 countries across the globe. In the Netherlands, Hero has sold infant milk under the Friso brand for more than six years.

Uniform brand
Rob Versloot, CEO of Hero Group: “We aim to have one single, strong and uniform brand for all our products. A brand that is seen as recognisable and reliable, and which our customers see as a responsible choice for their children. We will sell the exact same trustworthy baby milk under the name Hero Baby from 1 April 2014. Hero Baby is already a well-known baby food brand in many other countries.”

Unchanged product
The infant milk products that are currently sold under the Friso brand will change in name only. The composition and quality of Hero Baby will be exactly the same, says Rob Versloot. “The only thing our customers need to get used to is the new name. Consumers will be able to buy the exact same products from the exact same spot on the supermarket shelves from 1 April 2014.”

Further information available from:
Hero Rob Versloot, Chief Executive Officer
Tel: +41 62 885 53 80
Fax: +41 62 885 54 30