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08/11/2021

Custom Bakehouse honors store brand legacy

Company name change reflects its store brand arm that built the business more than 25 years ago.
Dan Ochwat
Executive Editor
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Custom Foods is rebranding its 27-year-old company to Custom Bakehouse, a name it says better reflects its legacy as a private brand supplier.

The Santa Fe Springs, Calif.-based company was founded in 1994 and said it built its business and reputation as a private label co-packer for premium retail outlets and specialty brands. The private label business dips into a range of baking mixes, drink mixes and other products for retail clients, foodservice and commercial customers. 

The company later acquired emerging direct-to-consumer products for Marie Callender’s Corn Bread and Sticky Fingers Bakeries in 2018. In June, it introduced Shine Bakehouse, a newer brand launch with protein-packed pancake, muffin and dessert mixes.

Custom Bakehouse has launched an integrated corporate website to usher in the name change, providing direct-to-consumer capability for its branded items that are also sold at Amazon.com, Walmart.com, Cost Plus World Market and other retailers. 

“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."

The company’s newer Shine Bakehouse line of mixes focus on busy families at home for easy baking experiences, including eight mixes with plant-based protein, stone ground whole wheat flour and identifiable ingredients with no artificial flavor, synthetic colors, preservatives or hydrogenated oils.

"Busy people love having a convenient option for homemade baked goods. With Shine, families can enjoy better-for-you baking mixes that are easy to make and worth indulging," said Newbold. 

The Sticky Fingers Bakeries line of premium mixes include scones, cookies, brownies and muffin mixes. The line also sticks to a convenience factor, with a “just add water” to the mix promise.