Milling & Baking News - March 3, 2015 - 10

Business

Flowers Foods acquires Roman
Meal trademark in North America
THOMASVILLE, GA. - Flowers
Foods, Inc. on Feb. 25 announced it
has acquired the Roman Meal trademark for bread and buns in the United
States and its territories, Mexico, Canada, Bermuda and the Bahamas from
Roman Meal Co. in Tacoma, Wash. Financial terms of the transaction were
not announced.
A 103-year-old brand specializing
in whole grain products, the Roman
Meal trademark for many years has
been licensed to Flowers and other
baking companies, including Bimbo
Bakeries USA; H&S Bakery, Inc.;
Schwebel Baking Co.; Lewis Bakeries

Inc.; and Love's Bakery. Roman Meal
products include bread, rolls, buns,
English muffins and brown 'n serve
rolls. Hot cereal also is offered under the Roman Meal brand.
Flowers
estimated
Roman Meal's annual U.S. retail
sales at $26 million.
A leader in whole
grain bread sales for
decades, growth of
Roman Meal has been
challenged more recently
as whole wheat bread has
grown in popularity and many baking

Campbell to eliminate self-imposed
barriers in biscuits and snacks
BOCA RATON, FLA. - In late January,
Campbell Soup Co. unveiled sweeping
changes in the company's organizational
structure, including a change in leadership for its baking and snacking unit. Less
than a month later, the company is moving forward with a pivotal change in the
structure of its global biscuits and snacks
business that its top executive believes will
eliminate self-imposed barriers to growth.
"On a global basis, the size of the prize
in (the global biscuits and snacks) category is enormous," Denise Morrison, president and chief executive officer of Campbell Soup Co., Camden, N.J., told analysts
at the Consumer Analyst Group of New
York conference in Boca Raton on Feb. 18.
Attaining that prize, though, means a

shift in the makeup of its operations. Until recently, Campbell's Pepperidge Farm,
Arnott's and Kelsen Group businesses
operated separately. Ms. Morrison said
the strategy failed to fire on all cylinders.
"By operating and managing these
businesses in separate silos we have
sacrificed opportunities to unleash the
power of our diverse brand assets and
leverage the full power of our biscuits
and snacks portfolio," she said. "Simply
put, our organization's structure has constrained our ability to build scale, manage costs, fund growth and participate
fully in many of the large opportunities
in this immensely attractive category.
"The time has come for us to eliminate
these self-imposed barriers, so we will

Alpha Baking adding electric
trucks to delivery fleet
CHICAGO - Alpha Baking Co. is adding
to its alternative fuels truck fleet. The bread,
bun and roll maker said it has agreed to acquire five Workhorse E-GEN electric trucks
from Cincinnati-based AMP Holding Inc.
The trucks will be deployed throughout Alpha Baking's Chicagoland delivery routes,
with the potential to add additional trucks
to be deployed in additional delivery routes
in the Alpha Baking system.
The Workhorse E-GEN truck offers three
times the miles per gallon than typical gasoline-powered bread trucks in use today.
The E-GEN power train employs a 2200 nm
(Newton meter) permanent magnet motor/generator for propulsion plus a 2.4-liter
10 / March 3, 2015

Milling & Baking News

internal combustion engine that turns the
electric motor in generator mode to recharge
the battery pack when the state of charge
reaches a pre-determined level and the vehicle is parked, the companies said.
"We're excited to be working with
AMP Trucks and look forward to deploying these vehicles in Chicago," said Bob
McGuire, vice-president and director of
logistics, Alpha Baking. "Their unique
capabilities give us a real opportunity to
take advantage of their energy-efficient
operation and at the same time they significantly reduce emissions."
Alpha Baking became the first baking
company to operate a fleet of autogas

companies have produced and marketed their own branded whole wheat
bread.
Flowers has been a licensed baker of Roman Meal for 40 years and
said the acquisition will
have no impact on
current
licensing
agreements in the
continental United
States. Flowers will
be the administrator
of those agreements
going forward. The Roman Meal Co. will license
the brand from Flowers Foods
in Hawaii and Guam and will retain ownership of the brand in Japan,
Hong Kong, South Korea, Thailand,
Singapore and Malaysia. MBN
now combine Pepperidge Farm, Arnott's
and Kelsen into a single unified global biscuits and snacks division that will bring a
global perspective to the management of
our biscuits and snacks business, unlock
its potential and leverage the scale of our
product range across both developed and
developing markets, with assets that we
already own as well as others that we may
acquire, people who we already have,
brands that span multiple consumer needs
and differentiating category expertise that
we can fast adapt to each market."
Ms. Morrison said Campbell particularly is excited by the growth in biscuits
and snacks that is occurring in developing markets as incomes are increasing
for new middle-class consumers and
product formats are shifting from bulk to
packaged snacks.
"These trends represent major opportunities for us," she said. MBN

liquid propane vehicles in mid-2013
when it introduced 22 stepvans in the
Chicago-metro area.
The Workhorse E-GEN trucks qualify
for incentive funding through the Drive
Clean Chicago program designed to
make the cost of electric trucks comparable to their gas or diesel counterparts.
For AMP, it is the second agreement the
company has signed to supply E-GEN
trucks to a Chicago company, in a city that
is incentivizing funding of electric trucks.
The company earlier inked a purchase
agreement to supply Standard Equipment
Co. with three new Workhorse E-GEN medium-duty electric trucks. Standard Equipment Co. is an environmental equipment
solutions provider for companies and municipalities and exclusive dealer of electric
vehicles (EVs) to the City of Chicago. MBN
bakingbusiness.com / world-grain.com

http://www.bakingbusiness.com http://www.world-grain.com

Milling & Baking News - March 3, 2015

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