CSM has licencing deals with companies including Nestle and Hershey

CSM has licencing deals with companies including Nestle and Hershey

CSM Bakery Solutions is working to grow sales ahead of its core markets in Europe and North America through insight-led innovation and branding, vice president of bakery products Sebastian Siethoff told just-food.

The "jury is out" on whether CSM should develop its own brands due to the high level of investment needed to support and grow them, Siethoff said. As such, licensing deals are a central part of CSM's branding strategy. 

The company has licensing agreements with the likes of Nestle and Mondelez International to move their brands into the fresh bakery category, which is witnessing growth in the US and European markets. The company also has a long-standing relationship with media giant Fox to produce Simpsons-branded donuts. CSM recently reached a partnership agreement with Hershey in the US and Siethoff said the group is "looking to expand that further". 

CSM is also looking to use consumer insights to bring to market "more relevant and innovative products", the bakery executive continued. "A very rigorous focus on first the consumer and then the customer... is something we have put a lot of effort into. We have built up quite an intelligence base and we like to think that we are actually category leader in terms of being a true, insight-led bakery platform globally."

Click here to read the full interview with Siethoff, where he discusses CSM's growth platforms in greater detail as well as managing pricing pressure in the bakery category