All national divisions of the gelatine manufacturing group Gelita will operate under the same name from 1 June 2003. This means that Extraco Sweden will become Gelita Sweden, IGG will become Gelita Deutschland and Gelatine Products will become Gelita UK.
Every other national division across the globe will follow suit. The company believes that the rebranding will strengthen recognition of the Gelita brand and highlight its operations on a national level.
The move follows a period of substantial growth for the company. A number of acquisitions have been made in the past few years, and each company that has been integrated into the group has kept its original name.
Gelita believes that this presented a somewhat heterogeneous picture to the market place. A customer survey was carried out by the group in 2002, and this confirmed that many clients found the array of different company names rather confusing.
To achieve a clear positioning and to present a uniform picture, Gelita therefore decided it would be better to operate under a common name.
The Gelita Group, which is the gelatine division of the German conglomerate DGF Stoess, has subsidiaries in all continents and operates in a number of gelatine-based markets. These include food, pharmaceuticals, photography and specialties such as gelatine hydrolysates.
The Group employs over 2,500 people in more than 20 plants and sales offices.