New global-relevant branding for processing stalwart


08 October 2020
New global-relevant branding for processing stalwart

BELGIAN company Lutosa, which has a long history of trading in processed potato goods, is rebranding its products to put more of an emphasis on its worldwide offering.

A subsidiary of McCain Foods, which acquired the company in 2013, it maintains its roots in Leuze-en-Hainaut and Sint-Eloois-Vijve, Belgium, but 94% of its products are now exported to a total of 136 countries.

The Belgian flag and Belgian scenery featured on its previous product branding, but the company says it now needs a brand identity that is representative of the company's evolution and ambitions.

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The new brand identity combines the Lutosa history and recognisability (red colour) with a modern look and feel and a new slogan. A company statement says this puts a better emphasis on the company's close collaboration with farmers and its long-standing history steeped within potato growing.

Founded in 1935, the company has grown over the years under four generations of the Van den Broeke family. Full details of the rebranding and the company's growth can be found on its video at