'Conintental Mills Inc' announced that it is changing its name to 'The Krusteaz Co.' Continental Mills owns several CPG brands including Krusteaz, Buck Wild, Wild Roots, Wheat Germ, and more. However, the company was most known for its Krusteaz brand, which features a range of pancake, waffle, and other breakfast pastry mixes. As a result of this, the company decided to blend its name to fall more in line with its most popular sub-brand, resulting in The Krusteaz Co.
The CEO of Krusteaz, Andy Heily, stated: “We say that Krusteaz is ‘by makers for makers’ and our 800-plus 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.”
Image Credit: The Krusteaz Co
Key Themes Behind This Trend
- Rebranded CPG Companies
- CPG companies are rebranding to align with popular sub-brands and build a culture of ingenuity.
- Product Line Consolidation
- Companies are consolidating their product lines under one popular sub-brand to simplify operations and promote brand recognition.
- Brand Recognition Enhancement
- Companies are focusing on enhancing brand recognition by aligning their corporate name with popular sub-brands.
Where This Applies
- Food and Beverage
- Food and beverage companies are streamlining their operations by consolidating their product lines under one popular sub-brand.
- Manufacturing
- Manufacturing companies are rebranding to enhance brand recognition and establish a culture of ingenuity within their organizations.
- Consumer Goods
- Consumer goods companies are aiming to increase their market share by aligning their corporate name with their most popular sub-brand, resulting in enhanced brand recognition.
