Sugar re-sweetens its appeal

YONKERS, N.Y. — American Sugar Refining, Inc., the world's largest supplier of refined sugar, has a new corporate brand name. ASR Group will now encompass its leading brands and affiliated companies, which include Domino Sugar.

Along with Domino Sugar, ASR Group's regional brands include C&H Sugar in the United States, Redpath in Canada, Tate & Lyle and Lyle's in the United Kingdom, Sidul and Sores in Portugal.  ASR Group also includes raw and refined sugar operations in Mexico and Belize. Over the last decade, ASR Group and its portfolio of brands have grown steadily. The company's strategic growth has expanded it across borders and into additional geographies, resulting in better service to its customers, providing them with innovative products of the best quality, delivered on time and at competitive prices.

"Our company initially began with U.S.-based refineries, but our strategic acquisitions over the past 10 years have elevated us to where we stand today: a global company with business activities spanning more than 40 countries worldwide," said Luis Fernandez , co-president of ASR Group. "Our branded and private label sugars, sweeteners and syrups are sold in grocery, food service and industrial channels in the Americas, Europe, the Middle East, India and Asia. As a result of this expansion and the acquisition of leading brands in various markets and sectors, we have concluded that a single, unified identity would better communicate the combined strength and scale of ASR Group to our customers, suppliers, business partners, employees and the communities where we operate."

ASR Group is not a new company; rather, it is a new corporate brand name that will jointly identify the group of related companies and portfolio of brands. It will not affect business relationships and activities already in place. The introduction of the new name will begin with the ASR Group logo appearing alongside the company's iconic logos on its packaging, marketing materials and business documents. 

"Although we are introducing a new global corporate identity, our unwavering belief in our regional brands and logos remains unchanged, and they will continue to dominate our consumer packaging and marketing efforts," said Antonio L. Contreras , co-president of ASR Group. "At the same time, the presence of the ASR Group logo is a clear signal that our brands are individual building blocks that together form a powerful whole. We look forward to presenting the ASR Group identity to the world. It is evidence of our continued commitment to our business."



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