Fleischer's Bagels changing to Bakewise Brands
March 15, 2011
by Eric Schroeder
MACEDON, N.Y. — Fleischer’s Bagels, Inc. is marking its 40th anniversary by unveiling a new corporate identity — Bakewise Brands. According to the company, the new name integrates Fleischer’s earlier acquisition of Tom Cat Bakery while leveraging the combined resources of the two bakery product producers.
“Bakewise Brands reflects not only the evolution of our business over the past 40 years, but also the breadth of knowledge and product that our business partners can expect,” said Robert Drago, president of Bakewise Brands. “For the family looking for delicious bagels to the chef looking for the perfect bread to complement a fine meal, Bakewise now offers a complete portfolio of over 400 premium private label and branded bakery products. Our retail and food service business partners are looking for more than quality products, they are seeking solutions and new ways to build their business. For them, Bakewise Brands represents proven market trend knowledge supported by over four decades of innovative new product development experience.”
The Bakewise Brands portfolio features a mix of fresh, refrigerated and frozen bakery products, including such brands as Fleischer’s Bagels, Blue Rooster Breakfast Sandwiches and Tom Cat Bakery Artisan Breads.
Mr. Drago said the new Bakewise identity is a corporate name change only and does not reflect any changes in ownership or business operations. While the acquisition of Tom Cat Bakery is now complete and fully integrated, Tom Cat will remain a wholly-owned subsidiary of Bakewise.
“We are bringing together two great bakery companies in Fleischer’s Bagels and Tom Cat Bakery,” Mr. Drago said. “By leveraging the unique assets of both businesses, we’re now able to offer a more compelling mix of bakery solutions to our customers, generate outstanding cross-selling opportunities and create a new platform for future acquisitions and business growth.”
Bakewise operates two baking facilities located in Macedon and Long Island City, N.Y., capable of meeting a variety of short run and high volume customer requirements.