From now on, the standard product line carried by the Best Fresh Group will be easier to identify. The standard line of fruit and vegetable products supplied by all companies in the group will bear the Aroma label. Many buyers are already familiar with this brand because the Best Fresh Group has been using it as its own house brand for the last 17 years. The brand did, however, undergo a complete restyling not long ago!
By creating even stronger associations between its brand names and its various product lines, the Best Fresh Group is pursuing a policy of making it easier to tell the difference between its product lines. Whilst a brand name like Icons identifies produces in the high-end segment, Aroma is designed for the vegetables providing a more standard level of quality. The existing label will be used throughout the group. This will mean the elimination of other house brands.