Snyder’s-Lance Inc., Charlotte, NC, has introduced a new corporate logo symbolizing the completion of its strategic shift to become a branded snack food company. The company says it is focused on serving consumers’ busy lifestyles with quality, premium and differentiated snacks.

“We are dedicated to serving the snacking expectations of our consumers and retailers,” says Carl E. Lee, Jr., CEO and president of Snyder’s-Lance. “As a result, we are proud to say snacking is our passion. Our company is going through a very exciting time as we compete in a dynamic and growing category. This corporate rebranding effort reflects not only the transformation of our company, but it also reinforces the energy and commitment our associates have for making great snacks.”

The new logo features a modernized font, visually striking icon and colors that reflect the company’s commitment to quality and wholesome ingredients. The icon also symbolizes the journey from seed to table in every Snyder’s-Lance product. The new tagline, “Snacking is our passion,” demonstrates Snyder’s-Lance’s commitment to its consumers and their snacking needs, according to the company.

The new corporate identity is part of an overall transformation of Snyder’s-Lance, which started with the acquisition of Snack Factory Pretzel Crisps and was followed by the divestiture of Lance Private Brands, the acquisition of Baptista's Bakery and the acquisition of a majority stake in Late July.