Signature Brands acquires new baking product asset

Brand Castle, a manufacturer and distributor of branded and private label baking products, has been acquired. Signature Brands, a manufacturer of dessert decorating products, has purchased the company, and has been operated by Traub Capital Partners since 2018.

“The joining of these two leaders in the dessert-crafting space will help develop a best-in-class platform with expanded capabilities for retailers, consumers and associates,” said David West, managing director of Traub Capital Partners. “We’re excited to add a new dimension into the Signature Brands product portfolio and Brand Castle is a perfect complement to the platform the Traub Capital Partners team is continuing to build.”

Carolyn Resar, president of Brand Castle, will lead the business and report to Signature Brands CEO Jared Konstanty, and founders Andrea and Jimmy Zeilinger will remain with the Ohio-based company.

"Andrea and I are so proud that what started as a family activity with our own daughters has grown into seasonal traditions for millions of families," said Jimmy Zeilinger, co-founder of Brand Castle. "We are thrilled that Brand Castle & its Crafty Cooking Kits Brand are now part of the esteemed Signature Brands family."

Brand Castle markets products under the Crafty Cooking Kits brand including a Gingerbread Football Stadium Kit, Holiday Train, North Pole Wonderland Gingerbread Village, and the popular Gingerbread Ninja and Ugly Sweater Sugar Cookie baking kits. Brand Castle also manufactures well-known licensed products like M&M’s Chocolate Haunted House, Bailey’s Brownie Mix and Guinness Chocolate Stout Cupcake Mix. Brand Castle products are available at retailers including Walmart, Target, ALDI, Michaels and others. Brand Castle products are also available in South America, Europe and Australia.

“The acquisition of Brand Castle will help Signature Brands strengthen our market position and enhance our operating leverage,” said Jared Konstanty, CEO of Signature Brands. “However, at the heart of this acquisition is the common strength of our shared cultures & values, rooted in a deep belief in humanity. I am proud of the culture we are building at Signature Brands and the Brand Castle culture is a brilliant fit."