Fonterra is getting a new look.
While brands such as Anchor are well known in many parts of the world, the company name has been kept in the background.
Now Fonterra plans to follow the lead of food companies such as Nestle and put its name on all its products.
The initiative has been driven by marketing director Sanjay Khosla who was so impressed with Fonterra's reputation when he joined last year that he wanted to make the most of it.
This week, the company unveiled the new logo which will be on its products worldwide.
In a newsletter to shareholders, the company describes the new "sunburst" logo as "consumer-friendly" and designed to stand out in the supermarket.
Anchor and Anlene will be the first of Fonterra's 16 "power brands" to carry the logo.
Fonterra said consumers were increasingly seeking assurance not just about brands but about the companies behind the brands.
The colours and design of the logo are said to represent the earth, grass, sky and milk.
The word Fonterra is a Latin construct which means fountain of the earth.
