Jimmy’s Cookies enters artisan bread category with acquisition of Campbell brand

By Gill Hyslop

- Last updated on GMT

The Ecce Panis brand has found a new home with Jimmy's Cookies. Pic: Campbell Soup Co.
The Ecce Panis brand has found a new home with Jimmy's Cookies. Pic: Campbell Soup Co.

Related tags Campbell soup company Jimmy's Cookies Pepperidge farm artisanal breads Ecce Panis

The bakery in New Jersey is taking its expansion strategy to the next level with the acquisition of Ecce Panis from Campbell Soup Co.

It has also taken over Campbell’s 113,000 square foot bakery facility in South River, which will give Jimmy’s additional capacity to diversify its gourmet cookie and dough business.

Ecce Panis is a premium brand of hand-crafted, stone-baked artisan bread and rolls that are sold to consumers through instore bakeries of retailers and grocery chains across the US. Campbell acquired the brand in 2009 and ran it under its Pepperidge Farm bakery operations.

“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,”​ said Howard Hirsch, CEO of Jimmy’s.

Jimmy’s Cookies produces gourmet cookies and cookie dough for the grocery and mass market retailers nationwide. The company already has a 90,000-square-foot baking facility in Clifton.

Michael Pisani, Jimmy’s president, added, “We are excited about this acquisition, doubling our manufacturing capacity and keeping so many quality jobs in New Jersey.”

In a statement, Campbell said the Ecce Panis business fell outside its growth plan it has embarked on since procuring 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 categories,”​ it said.

“We are pleased we were able to find a buyer that sees the value and the potential of this brand and the talented team at the East Brunswick bakery.”

Financial terms of the transaction – which is anticipated to close later this month – were not disclosed.

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