Custom Foods unveils new name: Custom Bakehouse

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Custom Foods unveils new name: Custom Bakehouse

11 Aug 2021

Jordan Winter

Jordan Winter is a journalist who wants to learn more and teach others about the world through storytelling. Dedicated to positive social change, her reporting is informed by years of experience writing, designing, and producing multimedia content for mission-driven publications and nonprofits.

As the creative director for Commercial Baking, Jordan is bringing life to the stories of diversity and sustainability in the commercial baking industry.

SANTA FE SPRINGS, CA — A company formerly known as Custom Foods has announced a new name: Custom Bakehouse. The group noted that the new name better reflects the 27-year-old company’s focus on its emerging direct-to-consumer mix lines that make homemade baking easy for today’s discerning consumer: Marie Callender’s Corn Bread, the newly expanded Sticky Fingers Bakeries and the recently launched Shine Bakehouse.

The new branding also pays homage to the company’s legacy. Founded in California in 1994, Custom Bakehouse built its business — and reputation — as a private label co-packer for multiple premium retail and specialty brands. While continuing to grow the commercial side of its business, the company has also carved out a niche in the direct-to-consumer space in recent years with its acquisitions of Marie Callender’s Corn Bread and Sticky Fingers Bakeries in 2018.

In addition to the corporate rebranding, Custom Bakehouse launched an integrated corporate website providing direct-to-consumer capability. In addition to availability via Amazon.com, Walmart.com, Cost Plus World Market and other retailers, this gives consumers more options to shop the Custom Bakehouse family of brands, including its new Shine Bakehouse line of protein-packed pancake, muffin and dessert mixes, which launched this summer.

“As we embark on this journey as Custom Bakehouse, we bring along our longstanding commitment to producing high-quality, great tasting mixes that align with consumer trends,” said Randy Newbold, president and CEO, Custom Bakehouse. “By unveiling our new name and exciting new Shine Bakehouse line of plant-based protein baking mixes, we are signaling that Custom Bakehouse is poised for unprecedented growth.”

"Building on our longstanding competencies in custom food formulation and industrial blending, Custom Bakehouse has successfully expanded into the direct-to-consumer marketplace, too.” —Randy Newbold | president and CEO | Custom Bakehouse

Newbold added that the company’s expansion from a private-label co-packer to a consumer-facing brand has been a natural and exciting progression.

“Building on our longstanding competencies in custom food formulation and industrial blending, Custom Bakehouse has successfully expanded into the direct-to-consumer marketplace, too,” Newbold said. “As we grow, we are committed to using high-quality ingredients, carefully sourced and creatively crafted, to provide an indulgent experience that consumers can feel good about … just as we always have.”

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