YORK, UK: Twenty years after its acquisition of British confectioner Rowntree Mackintosh, the world's largest food company Nestlé is renaming its Nestlé Rowntree confectionery division as Nestlé Confectionery UK.

However, the Rowntree name will live on, for the foreseeable future at least, as the branding for the company's main product lines, among them FruitPastilles and Fruit Gums.

Explains UK managing director Paul Grimwood: "Consumers are already very familiar with the Nestlé brand on many of our products and Rowntree's remains the brand name on all of our sugar confectionery."

He believes the new corporate name better reflects the company's activities.

Data sourced from mad.co.uk; additional content by WARC staff