CSM Bakery Solutions has announced it will re-brand its North American operations under the Brill brand. The change is part of a concerted effort by CSM to revitalize one of the industry's truly iconic and respected brands, according to CSM's president and CEO Marianne Kirkegaard.
"The Brill brand was founded in 1928 and we thought there would be no better way to honor its 90-year heritage than to make it CSM's flagship brand in North America," she said. "We see great potential in fully leveraging the power of this brand and we're confident our customers and colleagues will feel the same way."
In bringing the Brill brand to the forefront of its North American business, CSM will feature one of the industry's premier names for high quality cakes, icings, glazes and toppings. When Harry C. Brill founded the company ninety years ago, his vision was to create products that would truly improve the bakery experience. CSM intends to continue that legacy according to Kirkegaard.
"Our goal is to build on Brill's legacy and ambition of creating one-of-a-kind bakery experiences," she said. "The Brill brand and reputation were founded on industry-leading technical expertise and customer support and we will enhance that legacy of excellence by offering our customers even more innovative products backed by quality service."
CSM will begin operating under the Brill brand immediately in North America. No changes are planned to the company's business operations in Europe.
In addition to the announcement to re-brand its North American operations to Brill, CSM also announced it had reached an agreement to sell its dry mix manufacturing facilities in Elyria, OH and Spartanburg, SC, including the Multifoods brand to BakeMark. The terms, conditions and timing of the deal were not disclosed.
The sale of the dry mix facilities aligns with CSMs strategy to focus more of its resources on its core products according to Kirkegaard. "These plants served us well but, as our strategy has evolved, it's clear we need to place greater emphasis on areas where we can add more value such as cakes and icings," she said.