Aryzta North America renamed Aspire Bakeries

Aryzta North America has changed its name to Aspire Bakeries following its recent acquisition by private equity firm Lindsay Goldberg.

The former Aryzta unit says that its new name reflects the upwards direction in which the company aims to continue to move and was chosen after it asked its 4,500 employees for suggestions.

Aspire was recommended by bakery supervisor Alex Gillis who said “as we aspire to be the best bakery in North America, what better name than Aspire to represent our desire to not only achieve our goals but exceed them”.

Tyson Yu, CEO of Aspire Bakeries, said: “Our brands established our North American business as a leader in baked goods, as they all have strong, long-standing reputations of providing customers with delectable foods across the artisan bread and baked goods categories.

“Aspire Bakeries will execute a business strategy that focuses on continued innovation and growth across our beloved brands.”

Christine Prociv, senior vice president of marketing, innovation and R&D, added: “Aspire means to ascend, to soar, and that’s what we are aiming to do for our customers and our business.

“We want to continue to grow so that we’re exceeding our potential to deliver high-quality baked goods to our retail and foodservice customers and to our loyal consumers who have played an integral part in our evolution.”