# Rebranded CPG Companies Continental Mills is Changing its Name After 90 Years of Operation By Colin Smith | Published 2022-09-16 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/the-krusteaz-co References: [foodbusinessnews.net](https://www.foodbusinessnews.net/articles/22219-new-name-for-pancake-waffle-mix-maker) & [thekrusteazcompany](https://thekrusteazcompany.com/our-brands/)  'Conintental Mills Inc' announced that it is changing its name to 'The Krusteaz Co.' Continental Mills owns several [CPG brands](https://www.trendhunter.com/trends/ck-snacks-axium-foods) including Krusteaz, Buck Wild, Wild Roots, Wheat Germ, and more. However, the company was most known for its [Krusteaz brand](https://www.trendhunter.com/trends/krusteaz-national-pancake-day), 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 ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 60% | Activity: 63% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### 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. ## Related on Trend Hunter - [Natural Baking Mixes](https://www.trendhunter.com/trends/krusteaz-baking-mix.md) - [Authentic Baked Good Mixes](https://www.trendhunter.com/trends/krusteaz-products.md) - [Breakfast Baking Mixes](https://www.trendhunter.com/trends/organic-whole-grain-pancake-and-waffle-mix.md) - [Rebranded Refrigerated Doughs](https://www.trendhunter.com/trends/jusrol.md) - [Healthy Breakfast Rebrands](https://www.trendhunter.com/trends/flourish-1.md) - [Playful Baked Good Branding](https://www.trendhunter.com/trends/whaoo-filled-crpes.md) - [Rebranded Snack Pastries](https://www.trendhunter.com/trends/bakers-delights.md) - [Comprehensive Modern-Day Rebranding Initiatives](https://www.trendhunter.com/trends/its-that-simple.md) - [Better-For-You Snack Branding](https://www.trendhunter.com/trends/unique-snacks.md)