Lakeside Foods updates branding to reflect long history, company growth

A new logo and look updates the store brand producer of canned and frozen vegetables that has been in business since 1887.
Dan Ochwat
Executive Editor
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Lakeside Foods has given its image an upgrade to better reflect its company’s growth and heritage.

The producer of private brand frozen and canned foods has been in business for 134 years and counting, which is called out in a new logo for the company, saying “Est 1887.” The logo also incorporates modern imagery of a sun, lake and fields, and the company name is in a strong dark blue font.

The previous logo was simply the company name surrounded by lines of blue, yellow and green colors. The new logo is being positioned more as the Lakeside Foods family seal, a reflection of its years beginning as a pea packing company in Manitowoc, Wis., to a portfolio of products for retail and foodservice in 13 production facilities and distributed in 14 countries.

“We’ve seen many changes since we launched our existing logo decades ago, including customer and consumer trends, employee attraction and retention needs, and our growth strategies to diversify into new product categories,” said Joe Yanda, president and CEO, Lakeside Foods.

“Our senior management team agreed to update our brand identity to reflect where we’re headed as a company, while retaining our bold, energetic colors and celebrating our heritage,”

Yanda added. “We believe the new look conveys the energy and vision we have for the future of Lakeside Foods.”

The Lakeside Foods team is transitioning its website and social media properties immediately and has announced the change to customers. Company collateral, system-generated correspondence and building signage will be updated in stages over the next 12 months and beyond.

Lakeside Foods is one of the largest U.S. suppliers of canned and frozen vegetables and frozen whipped topping for the private label, food service and industrial markets. The company has grown in recent years with acquisitions in adjacent food categories (including frozen appetizers, baked beans and frozen smoothies), completed two expansions at its frozen packaging facility in Manitowoc and added a second production line at its subsidiary Riverside Foods in Two Rivers. The company also is part of a joint venture partnership to produce canned pet food.