Small Fry Snack Foods adopts Humpty Dumpty name

Small Fry Snack Foods Limited (Kitchener, ON Canada), a North American marketer and distributor of salty snack food products, will adopt the Humpty Dumpty Snack Foods Inc. name as part of its brand revitalization program.

The name change marks the amalgamation of the publicly listed company, Small Fry Snack Foods Limited, with the operating company, Humpty Dumpty Snack Foods Inc., on October 1, 2000. Small Fry acquired the rights to the Humpty Dumpty trademark in the U.S. early in 2000, reunifying the Canadian and U.S. trademarks for the first time in 50 years.

The company says the name change is a key element of a strategic marketing campaign, intended to heighten consumer and retail awareness of the its flagship brand. This campaign, which prominently features the new Humpty Dumpty logo, includes redesigned packaging, new products, television advertising, and in-store displays.

Edited by Scott Hegenbart