Milling & Baking News - June 29, 2021 - 10

BRILL
TUES | 06 29 202 1
Rise Baking agrees to acquire
Brill from Baker & Baker Group
ATLANTA - Rise Baking Co. has reached
an agreement to acquire Brill Inc. from
Baker & Baker Group Ltd., a portfolio company
of Rhône Group. Financial terms of
the transaction were not disclosed.
Headquartered in Atlanta, Brill Inc.
specializes in cakes, cookies, muffins,
icings, glazes and toppings, with a nationwide
footprint and distribution network
across the United States, servicing retail
bakeries and foodservice operators. The
company employs approximately 1,500
people at sites in seven different US states.
Brill is led by Steve Jones, president and
chief executive officer.
Minneapolis-based Rise Baking Co.
specializes in the production of premium
cookies, decorated cakes, dessert bars,
muffins, brownies, artisan breads and flatbreads
for in-store bakery, foodservice and
convenience channels in North America.
Rise Baking is led by Mike Schultz, CEO,
and Kent Hayden, president.
" Rise prides itself on a
culture of customer focus,
teamwork and innovation, "
Mr. Schultz said.
" Brill is a perfect fit as we
look to bring additional
products and innovation
to the marketplace. We look
forward to welcoming our
new teammates to Rise Baking Co.,
together delivering the highest level of
service to all of our customers. "
Mr. Hayden added, " This strategic move
will not only strengthen Rise Baking Co.,
but it will continue the great legacy of the
Brill name and its employees. Brill's commitment
to customer care fits hand in glove
BBU opens new sales center to
serve mid-Atlantic region
HORSHAM, PA. - Bimbo Bakeries USA, a
subsidiary of Grupo Bimbo SAB de CV, has
opened a new sales center in Conshohocken,
Pa., that will serve as the mid-Atlantic
region's main distribution point for 12 of the
company's brands through 134 routes.
The new building comprises more
than 71,000 square feet of space and
replaces BBU's old sales center that was
originally a Stroehmann bakery built
in 1959. Brands that will be distributed
through the center include Entenmann's,
Stroehmann, Maier's, Sara Lee, Artesano,
Thomas', Arnold, Bimbo, Marinela,
Barcel, Ballpark and Boboli.
" We are thrilled to open our new sales
center, " said Len DeBlock, vice president
of mid-Atlantic sales for BBU. " This new
facility will give our associates the space
they need to continue serving our consumers
in the region. Throughout the
pandemic, our associates have worked
Hostess national ad campaign to
span online, social and TV channels
LENEXA, KAN. - Hostess Brands
Inc. in June is launching the " Live Your
Mostess " integrated national advertising
campaign, the first national campaign
for the Hostess brand in nearly a decade.
The campaign will focus on products like
Twinkies, Cupcakes, Ding Dongs, HoHos,
10
MILLING & BAKING NEWS
Donettes and Coffee Cakes. Nationally and
regionally focused marketing tactics will
target three consumer audiences.
" Consumers' media consumption habits
continue to evolve, particularly so in the
past year and a half, " said Lisa Mathison,
director of brand activation for Hostess
with Rise's relentless customer focus, and
our people-first culture will embrace and
welcome the great people of Brill. "
The acquisition marks Rise Baking's
second significant transaction in less than
18 months. Last year, Rise Baking acquired
the North American frozen manufacturing
business of Dawn Foods,
including Dawn's North
America frozen plants in
York, Pa.; Atlanta; Manteno,
Ill.; and Mexico, Mo.
The divestment of Brill
Inc. by Baker & Baker
Group (formerly CSM Bakery
Solutions) represents
the latest in a series of strategic
transactions by the company.
As a stand-alone business under Rhône's
ownership, Baker & Baker Group has
expanded and strengthened its presence
in North America and Europe, as well as
entered the China and the Middle East
markets, helping to grow the business
organically in a fragmented industry. MBN
with one mission: Feeding America while
staying safe. We know how critical it has
been for our consumers to have our products
during this time and have worked
tirelessly to ensure their favorite brands
are always available on store shelves. "
BBU said the new sales center is aligned
with the company's sustainability initiatives
and includes daylight harvesting
window panels to reduce the need for
artificial light during the day, HE LED
lighting installed throughout the facility
with motion detection, water fixtures and
toilets with low flow, and 42 new liquid
propane gas units. MBN
Brands. " Consumers are much more
comfortable browsing and shopping for
food online in e-commerce environments
and engaging with video across a variety
of platforms, including streaming and
social. We've designed this campaign with
those consumer behaviors in mind. "
A tongue-in-cheek " how-to " digital content
series will launch on online, social
and TV channels and feature video commercials
with Twinkies and Donettes. MBN
bakingbusiness.com
http://www.bakingbusiness.com
Milling & Baking News - June 29, 2021

Table of Contents for the Digital Edition of Milling & Baking News - June 29, 2021
