Foodservice group Brake Bros has rebranded itself as Brakes and renamed several of its trading divisions. Brake Bros Foodservice, the supplier of frozen food, has been rebranded Brake Bros, its chilled food operation Larderfresh becomes Brakefresh, and the ambient grocery division Watson & Philip has become Brake Grocery. Larderfresh will be kept as the chilled own label. Cearns & Brown will be the grocery own label. Multi-temperature distribution service Puritan Maid will be renamed Brake Contract Distribution. M&J Seafood, bakery supplier Country Choice and manufacturing arm Twin Chef Foods will keep their existing names, as will A Taste of Italy. Roll-out of the new branding will be complete by 2003. Brakes group marketing director Peter Farrett said: "This new branding will ensure people see us as a family of specialist businesses ­ unleashing the power of the Brakes brands." {{NEWS }}

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