A REBRANDING initiative across the frozen food division of Osborne Park-based manufacturer Kailis & France Foods has started with a name change. After more than 34 years in business, this week marked the start of a new growth plan for the frozen meals sector, which is now called Vesco Foods. Kailis managing director Ian Halliday said Vesco was derived from the Latin term ‘to eat’. The name change is at the forefront of an initiative aimed at presenting a cohesive frozen food unit to the market that will include offices, uniforms, a web site and all marketing material. Vesco will be headquartered in Western Australia and will have offices in the eastern states. The division will continue to supply products to airlines, retail outlets, supermarket groups and restaurants in the country, Asia, and the Middle East. “We have continued to develop over the years and the new name echoes the innovative nature of our business model,” Mr Halliday said Kailis’ fresh food division will continue to trade under the Australian Convenience Foods name. Kalis merged with Australian Convenience Foods to form one of the country’s biggest suppliers of fresh and frozen convenience foods. During the 2006-07 financial year, Kailis reported revenue of $80 million and currently employs 750 people.