Rudi’s new lead set to push boundaries on organic and gluten-free innovation

By Gill Hyslop contact

- Last updated on GMT

A sampling of Rudi's Organic and Gluten Free offerings. Pics: Rudi's
A sampling of Rudi's Organic and Gluten Free offerings. Pics: Rudi's

Related tags: Rudi's Organic Bakery, Rudi's Gluten-Free, Promise Gluten Free, Hain celestial group

Rudi’s Organic Bakery and Rudi’s Gluten-Free Bakery – acquired by the owner of the €100m Irish brand Promise Gluten Free in May – has appointed Brian McGuire as its new president and CEO with a mandate to reassert the US company as a leader in the organic and gluten-free baking space.

McGuire brings with him over 20 years of experience in the foodservice, direct store delivery (DSD) and consumer goods industries. He previously served as president of frozen dessert maker Steven Roberts Original Desserts, pushing development that resulted in sales growth of more than 1,000% to over $500m.

His appointment comes little more than a month after Hain Celestial Group finalised the divestiture of the Rudi’s Gluten Free Bakery and Rudi’s Organic Bakery brands to PureBred Gluten Free, owner of Promise Gluten Free, which is backed by private equity firm Mayfair. ​Financial terms of the transaction were not disclosed.

Hain acquired Rudi’s in 2014 from Charterhouse Equity Partners for $61.3m.

“Brian is an outstanding leader with a proven track record of operational excellence and we are excited to have him as Rudi's new President and CEO,”​ said Patrick O’Sullivan, CEO of Promise Gluten Free.

“Brian's substantial experience in the CPG industry, particularly within the bakery business, will be a huge asset to Rudi's as we look to return the brand to significant growth.”

Driven by quality and creativity

McGuire is poised to push boundaries on innovation to revitalise the company’s pioneering role in the organic and gluten-free baking space.

Rudi’s Bakery was founded as a standalone outlet in 1976 by Sheldon Romer in Boulder, Colorado. Its entire product line was certified kosher in 1981, followed by a rename to Rudi’s Organic Bakery in 2001 to reflect its commitment to producing organic products.

Today, Rudi’s is a leading producer of USDA certified organic breads – including small batch artisan breads, English muffins, bagels, hamburger and hot dog buns and wraps that are free of artificial ingredients, preservatives, high fructose corn syrup, trans-fat and GMOs.

The company said the launch of Rudi’s Gluten-Free Bakery in 2010 was “a natural extension of our commitment to baking on the bright side by creating healthy and wholesome breads the whole family can enjoy.”​ Its lineup of breads (fresh and frozen), tortillas and wraps – made from ingredients like sunflower seeds, millet, fibre and flax – are certified by the Gluten Free Certification Organisation.

“We have a very talented and committed team here at Rudi’s and I look forward to leading that team to tremendous growth as we reintroduce the Rudi’s brand to consumers and retail partners all over the US,”​ said McGuire.

“By pushing the boundaries on innovation, maintaining uncompromising food safety standards and establishing an industry-best leadership team, we’ll redefine what’s possible for Rudi’s.

“We will be driven to never let our partners or customers down, and we will be driven by quality and creativity. Our customers will learn to expect reliability and great products from Rudi’s and we will make it our priority to meet those expectations.”

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