Europe: Qizini

Europe: Qizini

From white label to branded personality

The former Greencore Convenience Foods had been producing sandwiches, rolls & wraps, pizzas, sauces and ready-to-eat meals in two factories in The Netherlands. Greencore Convenience Foods was part of the Greencore Group (Ireland) that saw more fortune in expanding business in Great Britain and the USA. The Dutch division firmly believed in further expansion in Continental Europe and decided on a management buyout.

The question

In the food industry, the terms convenience and moment were followed up by a huge health trend which had a major impact on retail, product and food concepts. Some current developments are: increase in ready-to-eat products; delivery and take-out services; increase in healthy products; growth in the fresh food category; sustainability taking a more prominent place in retail.

The challenge

The ambition of the renewed organization to be a leading player in the convenience food industry was high. On December 9th 2010, Johma Sandwiches was acquired. Through this alliance, the largest player in this niche-industry was established. In a nearly saturated market, continuous focus on market and product development is the greatest challenge. A strong vision on the market, trends and developments are crucial to innovative, healthy and relevant convenience food concepts.

The concept

As of this year, the Dutch company will continue as Qizini the friendly food company. The name ‘Qizini’ is derived from Cuisine. The name denotes appetizing products from an accessible kitchen. The pay off ‘the friendly food company’ highlights the service-minded and approachable mentality of the organization. In the midst of brands like Van Oers and Borgesius, purely judged on the name, Qizini already is highly differentiated from its competition.

The added value

Key to the success of our creative assignment was expressing the personality of a food and service minded company instead of the usual production oriented identity of similar companies. A nice opportunity to completely change the image attached to the previous employer, being conventional and decent. As a leading player, and particularly in the role of a preferred supplier, Qizini needs to stand strong. The new name and identity fully does justice to this objective and the new positioning.


To find out more about our work for Europe: Qizini, please contact us directly 

Bob van der Lee

Managing director, Total Identity
T +31 20 750 95 58