Iglo Germany kicks off new brand strategy

Nomad Foods Europe-owned Iglo Germany launched a new brand strategy focusing on specific German consumer needs and moving away from the previous pan-European approach, Peter Hajipieris, director for corporate social responsibility (CSR) at Nomad Foods Europe, told IntraFish.

Antje Schubert, managing director Germany at the group, who took over the position in October last year, is heading the new strategy, which has already seen the comeback of Käpt’n Iglo for the fish segment and Blubb for its spinach.

With a presence in 17 European countries, Nomad Foods' aim for Iglo Group is "simply to grow" and the new regional approach is seen as a "key re-calibration in strategy," Hajipieris said.

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