After more than 30 years in business, United Foods had built an impressive operation with a wide range of products sold in a large number of countries.

But as with many holding companies today, the timing was right to rationalise its products into a portfolio of properly targeted and segmented brands. This was done by focusing on the preferences of different groups of consumers, as well as their own interpretations of value, rather than just product ingredients and price

At the same time it was a chance to develop a clearer positioning for the corporate centre which now helps to set the direction for future business growth.