Löfbergs Lila becomes Löfbergs

Press Release  •  Aug 23, 2012 08:06 GMT

Löfbergs is now making great investments in developing its brand. The family-owned coffee roaster changes its name and logotype. At the same time, the company renews the design on its coffee packaging. This to make the core values of the company clearer as well as winning market shares on a tougher market. 

- We are a flexible, family-owned company with an explicit and genuine origin. That gives us a number of advantages. At the same time, we want to come even closer to our customers and consumers, and develop together with them, says Lars Appelqvist, CEO at Löfbergs.

A great reason to meet
During the autumn, Löfbergs launches a large campaign that will be shown in TV, advertisements in papers and in social media. 

- We will focus on coffee as a social glue and a good reason to meet. We simply want our communication to do the same thing as our coffee: encourage people to meet, says Lars Appelqvist.

Still purple
The word lila (Swedish for the colour purple) will disappear from the brand. The colour, which the company trademark protected six years ago, will still be a central part of the company. 

- We will always be purple even if we stop using the word in our brand, says Lars Appelqvist.

Löfbergs was founded in 1906 by the brothers Josef, Anders and Johan Löfberg. Today, the company is run by the third and fourth generation of the Löfberg family.

For more information:
Lars Appelqvist, CEO, Löfbergs, telephone: +46 (0) 54-14 01 29

Löfbergs Lila AB is one of the largest family-owned coffee roasters in the Nordic countries. The company has 280 employees and a turnover of SEK 1.5 billion. The head office is situated in Karlstad, Sweden and the company has its own roasting-houses in Sweden, Norway, Denmark and Latvia. The company was founded in 1906 and is today one of the world's largest importers of ecological and Fairtrade labelled coffee. Sales of coffee goes under the brand Löfbergs in the Nordic markets and the company also owns the tea brand Kobbs.

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