Continental Mills changes name to The Krusteaz Co.
Name change in honor of flagship brand's 90th anniversary.
In celebration of the brand's 90th anniversary, Krusteaz parent company, Continental Mills, has announced its name change to The Krusteaz Company. The brand was started 90 years ago in Seattle by an entrepreneurial woman named Rose Charters. The name change honors the brand's roots of entrepreneurialism and ingenuity—notably Charters' innovation of the world's first just-add-water pie crust in 1932.
"Our mission as an organization is to build the most beloved and wow-inspiring brands in the industry, including Krusteaz as our flagship brand," said Andy Heily, president and CEO of The Krusteaz Company. "We say that Krusteaz is 'by makers for makers' and our 800+ employees are makers, rooted in a spirit of fierce pride. This name change is as much about honoring our past as it is about looking forward to a future built on a culture of ingenuity that will continue to deliver some of the most beloved and trusted brands."