Upfield Group B.V., a leading global food brand, has announced its rebranding as Flora Food Group B.V. The name change, which takes effect immediately at the corporate level, signals a significant milestone in the company’s transformation. It reflects a broader purpose and a strategic shift towards offering sustainable, nutritious food alternatives.
The decision to adopt the Flora Food Group name follows a performance-driven restructuring across the entire organisation. The company, known for its plant-based products, aims to capitalise on four key global trends: population growth, the rising demand for dairy-alternative solutions, animal welfare concerns, and increasingly stringent environmental regulations. Flora Food Group plans to lead this shift with a diverse range of products that cater to evolving consumer preferences.
Flora Food Group will continue to focus on four core categories – butter and spreads, creams, liquids, and cheese – while offering sustainable, plant-based alternatives to traditional dairy products. By leveraging its rich heritage of over 150 years and extensive research and development expertise, the company seeks to drive further innovation and conversion within these markets.
David Haines, Group CEO of Flora Food Group, said: “The name change to Flora Food Group is an exciting and logical step in the large-scale transformation we have delivered. We have fully reinvented our company. The new name better reflects who we are, with Flora being one of our longest-standing and most popular brands, loved by millions of families and professionals around the world. This name also evokes the company’s rich heritage and broad portfolio. It conveys our great passion to make delicious, natural, and nutritious food, helping to nourish hundreds of millions of families every day.”
Flora is a household name in plant-based food, and the rebranding aligns the company more closely with its mission to create more affordable, sustainable alternatives to dairy. The company believes that its renewed focus on plant-based products will position it as a key player in the rapidly growing market for dairy-free options, which is increasingly driven by health and environmental concerns.
The global food industry is seeing heightened demand for dairy alternatives, with many consumers choosing plant-based products for their health benefits and reduced environmental impact. Flora Food Group’s commitment to sustainability is expected to resonate with this growing demographic. According to the company, its products are not only natural and nutritious but also more sustainable and affordable than their dairy counterparts.
In addition to household consumers, Flora Food Group will continue to serve the professional sector, which includes restaurants, bakeries, and food service providers. The company plans to maintain and grow its portfolio of iconic and local brands as well as its professional business, which will be central to its expansion strategy.
The rebranding will be rolled out in phases across the company’s global markets in the coming months. Consumers and partners can expect to see the new Flora Food Group name gradually replacing the Upfield branding.
For further information, Flora Food Group’s newly updated website provides details on its mission, products, and the ongoing changes: www.florafoodgroup.com.
