Tate & Lyle Rebrand
Tate & Lyle wanted to shift their focus away from being an ingredients supplier. They market strategy was too broad to be considered an expert in any single vertical. Tate & Lyle decided to shift from being an ingredients supplier of things ranging from carpet to Splenda™ Sucralose to being a specialty food ingredients producer. The communications strategy: position Tate & Lyle as a partner rather than a supplier and add greater value to the companies they serve that goes beyond their ingredients. From manufacturing, to distribution, to the product on the kitchen table, Tate & Lyle would help through every step of the process.