Sri Lanka's Elephant House Rebrands to Reflect New Market Realities

23rd July 2010, www.tops.lk

Elephant House, soft drinks and ice cream, has completed its corporate rebranding efforts. The changes effective immediately, will continue to operate under the legal name Ceylon Cold Stores PLC. All future business activity shall refer to the company as Elephant House the company said.

John Keells Consumer Foods Sector, President Jitendra Gunaratne said, this is an incredibly dynamic time in our company's history to launch Elephant House's new corporate identity, which better represents the brand's iconic status and aspirations going forward.

"While the corporate identity has changed to reflect new market realities and consumer behaviour, the best of the company - the passion, commitment and high standards of the Elephant House team members - remain the same," he said.Gunaratne, said 'through this launch they plan to take yet another step to the future in strengthening the Elephant House brand values and continuing to offer exciting products to our consumers.'

This move was backed by extensive consumer research that complemented the Elephant House brand values.

Elephant House's positioning now reconnects the brand with its 'goodness' roots while it reaches out to a younger consumer demographic. The announcement, which caps off a year of substantial growth and change for the brand, is accompanied by strategically designed packaging for its soft drinks, ice cream, and dairy milk product portfolios.

Elephant House will embark on an aggressive plan to expand their presence in the ice cream and soft drinks markets to compliment its market leadership in the respective markets. "We're investing in new machinery and technology, Frozen Confectionery Head, Neil Samarasinghe said.