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13 AUG. 2019

Savencia Fromage & Dairy Launches Alphabetic Name for US Cream Cheese Brand Liberty Lane Created by Labbrand

SHANGHAI, AUGUST 13, 2019 – Liberty Lane, owned by the leading French dairy company Savencia Fromage & Dairy, is a new American cream cheese brand. Liberty Lane launched in the Asia Pacific market, based on a heritage cream cheese recipe perfect for baking New York style cheesecake. 

American cream cheese brand Liberty Lane

Savencia tasked Labbrand, the leading China-originated global brand consultancy, with crafting an alphabetic name to highlight this new cream cheese brand’s rich traditional recipe and real American flavor.

“Liberty” is a tribute to America’s central value of freedom and recalls famous landmarks such as the Statue of Liberty and the Liberty Bell. This calls to the brand’s heritage of being proudly American, with a recipe dating back to 1935.

Together with the word ‘Lane’, the catchy repetition of ‘L’ helps consumers remember the brand and its approachable, down-to-earth personality.

The final name “Liberty Lane” delivers on the brand’s promise to offer consumers the classic taste of America, made with Grade A milk and cream and free of growth hormones.

In early July 2019, in the witness of food lovers and professionals, the new cream cheese Liberty Lane officially launched with events in China and Korea. The events were awash with cream cheese delicacies made more delicious thanks to the cheese’s soft texture and fresh taste. 

Official launch event of Liberty Lane

Official launch event of Liberty Lane

Liberty Lane is an iconic brand for bakers who want to achieve the classic flavor of American cheesecake. The brand paints the picture of a small road in the American countryside, where the freshest cheese imaginable is made by hand.

Allison Rose.
Labbrand Senior Consultant, Verbal Identity

Packaging of Liberty Lane

About Labbrand

Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.

About Savencia Fromage & Diary

Savencia Fromage & Dairy, formerly Bongrain, is a French food company specializing in the production of cheeses. Founded in 1995, the company’s brands include Saint Agur Blue, Saint Albray, Etorki, Alouette and Liberty Lane. Focusing on cheese specialties and high value added dairy ingredients, Savencia Fromage & Dairy is among the world’s leading milk processors, the No. 2 cheese group in France and the No. 4 worldwide. Savencia Fromage & Dairy is an independent family group listed with Euronext Paris. Throughout its two divisions, Savencia Fromage & Dairy manages a unique portfolio of international and local brands, renowned within their own markets.

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