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January 7, 2021

Jimmy’s Cookies takes artisan bread brand Ecce Panis from Campbell Soup Co.

US food major Campbell Soup Co. has offloaded another asset, this time in the company's domestic market.

By Dean Best

Jimmy’s Cookies in New Jersey is poised to acquire the artisan bread brand Ecce Panis from US food giant Campbell Soup Co., with a deal expected to be secured before the end of the month.

Jimmy’s, which supplies retail, foodservice and private-label customers in the US with “gourmet” cookies and dough, will also take control of a 113,000 square-foot bakery owned by Ecce Panis in  South River, New Jersey. Financial terms were not disclosed.

Campbell Soup Co. said via a statement provided to just-food that the company had agreed terms for the Ecce Panis brand and manufacturing facility, and suggested the business falls outside of its strategy focus following a deal for US snacks firm Snyder’s-Lance in 2017.

"With the acquisition of Snyder's-Lance, our growth strategy is focused on unique and differentiated brands within our snacking and centre-of-store bread categories," the statement read. 

Clifton-based Jimmy's said in a media statement it will continue to produce the full range of Ecce Panis products, which includes stone baked artisan breads and rolls sold throughout the US in in-store bakeries and retailers. The addition of the bakery also provides additional capacity for its own cookies, the company said.

Howard Hirsch, Jimmy's CEO, added: "The addition of the Ecce Panis brand is consistent with our strategy to drive growth through expanding and diversifying our product line. Artisan breads represent a fast-growing segment of the bakery category and will complement our cookie business, providing customers with a full range of premium baked goods from a trusted partner."  

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