On August 20, 2012 Ultima Foods launched IÖGO, a new brand of Canadian yogurt and fresh dairy products which can now be found all across the country. Fasken Martineau has long been Ultima’s corporate and strategic legal counsel and it has played a key role in the transformation of Ultima Foods which previously manufactured and marketed Yoplait products under licence. With an investment of close to $70 million, IÖGO’s recent kick-off is one of the largest brand launches ever in the Canadian agri-food industry. Several lawyers from Fasken Martineau contributed to the various aspects of this complex business reorientation, whether in extensive negotiations, international arbitration, brand development or in the implementation of this ambitious launch. Notably, the Fasken Martineau team consisted of Diane Bertrand and Louis Séguin (Corporate and Commercial Law), Marek Nitoslawski, Alain Dussault and Joanie Lapalme (Intellectual Property) with participation from Dominique Gibbens and Karl Delwaide (Litigation).