'ASR Group' Name Unites Leading Sugar Brands Under One Identity

Domino Sugar, C&H Sugar, Redpath, Tate & Lyle, Lyle's, Sidul and Sores now present one face to the world

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Jan 21, 2013, 10:57 ET

YONKERS, N.Y., Jan. 21, 2013 /PRNewswire/ -- American Sugar Refining, Inc., the world's largest supplier of refined sugar, announces the launch of its new corporate brand name - "ASR Group" - under which its leading brands and affiliated companies will collectively present one face to customers, business partners, employees and the world.

(Logo: http://photos.prnewswire.com/prnh/20130121/FL45498LOGO )

ASR Group's dynamic set of companies, with multi-national operations, includes the leading regional brands: Domino Sugar and C&H Sugar in the United States, Redpath in Canada, Tate & Lyle and Lyle's in the United Kingdom, Sidul and Sores in Portugal. ASR Group also includes raw and refined sugar operations in Mexico and Belize. Over the last decade, ASR Group and its portfolio of brands have grown steadily. The company's strategic growth has expanded it across borders and into additional geographies, resulting in better service to its customers -- providing them with innovative products of the best quality, delivered on time and at competitive prices.

"Our company initially began with U.S.-based refineries, but our strategic acquisitions over the past 10 years have elevated us to where we stand today: A global company with business activities spanning more than 40 countries worldwide," said Luis Fernandez, co-President of ASR Group. "Our branded and private label sugars, sweeteners and syrups are sold in grocery, food service and industrial channels in the Americas, Europe, the Middle East, India and Asia. As a result of this expansion and the acquisition of leading brands in various markets and sectors, we have concluded that a single, unified identity would better communicate the combined strength and scale of ASR Group to our customers, suppliers, business partners, employees and the communities where we operate."

ASR Group is not a new company; rather, it is a new corporate brand name that will jointly identify the group of related companies and portfolio of brands. It will not affect business relationships and activities already in place. The introduction of the new name will begin with the ASR Group logo appearing alongside the company's iconic logos on its packaging, marketing materials and business documents.

"Although we are introducing a new global corporate identity, our unwavering belief in our regional brands and logos remains unchanged, and they will continue to dominate our consumer packaging and marketing efforts," said Antonio L. Contreras, co-President of ASR Group. "At the same time, the presence of the ASR Group logo is a clear signal that our brands are individual building blocks that together form a powerful whole. We look forward to presenting the ASR Group identity to the world. It is evidence of our continued commitment to our business."

ASR Group is the world's largest cane sugar refining company, with an annual production capacity of more than 6 million tons of sugar. The company produces a full line of consumer, industrial, food service and specialty sweetener products. Across North America, ASR Group owns and operates six sugar refineries in Yonkers, New York; Crockett, California; Baltimore, Maryland; Chalmette, Louisiana; Toronto, Canada and Veracruz, Mexico. ASR Group also owns specialty sweetener production facilities and a strategic warehousing and distribution system that combine to provide seamless production and delivery of its products to customers across the United States, Canada and Mexico. In the European Union, ASR Group owns and operates sugar refineries in London, England and Lisbon, Portugal. Its brand portfolio includes the leading brands: Domino®, C&H®, Florida Crystals®, Redpath®, Tate & Lyle®, Lyle's®, Sidul® and Sores®. ASR Group also owns sugar mills in Mexico and Belize. ASR Group is owned by Florida Crystals Corporation and Sugar Cane Growers Cooperative of Florida. www.ASR-Group.com