When the pandemic forced normal life to a screeching halt, some bakeries refused to let COVID bring them down.
La Brea Bakery and Otis Spunkmeyer — two major Los Angeles-based brands alongside their Ontario, Canada-based sister brand, Oakrun Farm Bakery — began a new chapter as they opened under their newly formed parent company, Chicago-based Aspire Bakeries, formerly known as ARYZTA North America.
The brands are riding waves of change, growth and innovation under new backing from investor Lindsay Goldberg. But long before the acquisition, they were navigating some serious consumer changes induced by COVID-19 and the virus’ impact on restaurants, schools and businesses.
“There have been seismic shifts in terms of what we’ve seen in how people purchase and consume food,” said Chris Prociv, Aspire Bakeries senior VP of marketing, innovation and R&D. And those shifts — some pandemic-induced, others happening prior to 2020 — are playing a role in how the company and its brands look at innovation.