Our Brands
At Lion nothing excites us more than great brands.
And we’re lucky to manage many of the very best across Australia and New Zealand, some of which are more than 100 years old.
These are brands that evoke history. Brands that shout quality. Brands that bring to life the craft of their maker. Brands that prompt memories of great times with family and friends. They are brands that command loyalty and truly earn their premium.
Brands like these separate great consumer goods companies from the pack. They deliver a platform for innovation and a foundation for long-term, sustainable growth.
We make it our mission to better our consumers’ experiences through a constant commitment to innovation, both via new products and finding new ways to take our existing portfolio to market.
Championing healthy sociability and helping people to live well makes great business sense and Lion has long seen the commercial opportunities in offering healthier choices.
In fact, Australia’s leading beer brand, XXXX Gold also happens to be mid-strength and most of our new innovations are brewed some distance below traditional ‘full-strength’. Equally, our Dairy & Drinks business has long seen the value of healthy innovation in Australia, creating leading products in modified milks like Dairy Farmers Heart Active, nutrient enriched yoghurts and juices and reformulated product choices with lower sugar, fat and salt.
We take great pride in being a responsible marketer and abide by a broad range of global best practice self-regulatory codes, including:
- AANA Codes of Ethics
- AANA Code for Advertising and Marketing Communication to Children
- AANA Food and Beverages Code
- The AFGC Responsible Children’s Marketing Initiative
- Alcohol Beverages Advertising Code in Australia
- ASA Code for Advertising and Promotion in New Zealand
We require our marketing teams and external marketing agency partners to be trained in responsible marketing and we apply a range of additional Lion-specific standards, ensuring our marketing cannot in any way contribute to the problems of alcohol misuse, obesity or excessive consumption.
Case Studies
Functional Food
Read moreAdults are becoming ever more health conscious, while research shows children are not getting the recommended dietary intake of calcium. Lion is looking to innovate in functional foods to improve the health of the nation and drive value growth in dairy.
Our most successful initiative in this market to date has been Dairy Farmers Heart Active milk, a great example of how the active ingredients can help consumers make a simple change that can have a positive impact on their wellbeing – in this case, cholesterol management. Recently Dairy Farmers Heart Active milk was a winner in the Australian Healthy Food Guide’s Healthy Food Awards.
For further information go to http://www.heartactive.com.au
Reinvigorating the Beer Category with Made to Match
Read moreMade to Match kicked off with an entertaining but informative TV campaign starring popular chef Al Brown. The affable culinary creator delivers intriguing insights on the virtues of beer matched with food and also takes time to debunk a few myths along the way. A blend of in-store, web and event marketing is helping reinforce the message.
Made to Match has already achieved fantastic results, delivering a substantial shift in the number of New Zealanders who believe beer goes well with food, greater understanding of the brewing process and improved perceptions of beer quality.
For more information go to http://madetomatch.co.nz