Kirin-owned dairy and drinks giant, Lion Nathan National Foods, today announced its intention to rebrand its three divisions – Lion Nathan Australia, Lion Nathan New Zealand and National Foods – to a single new brand, Lion.

All three will use the Lion brand, but the company said that to distinguish informally as required, National Foods will be known as Dairy and Drinks, while the Lion Nathan businesses will become Beer, Spirits and Wines, Australia, and Beer, Spirits and Wines, New Zealand.

Lion Nathan Australia and National Foods both posted disappointing results last week, with profits down 11% from last year.

Chief Executive Officer of the newly minted Lion, Rob Murray, said the change to the corporate brand is the next stage in the evolution of the company.

“We became Lion Nathan National Foods in October 2009 when Kirin Holdings purchased the remaining shares in Lion Nathan, and merged the company with its foods business, National Foods.

“Since then we have come a long way in integrating our business, and our new name reflects our shared purpose and identity.”

The formal rollout will occur in August and continue through to November.

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