Campbell sells artisan bread brand to Jimmy’s Cookies

In a deal that is expected to be finalised by the end of January, New Jersey-based biscuit manufacturer Jimmy’s Cookies is set to acquire the artisan bread brand Ecce Panis from US food giant Campbell Soup.

Jimmy’s Cookies plans to continue producing its full range of handmade and stone-baked breads at the 10,500 sqm Ecce Panis facility in addition to its other 90,000 sqm baking facility in Clifton. The new site will provide Jimmy’s Cookies with additional capacity for its gourmet cookie product business.

“The acquisition is consistent with our strategy to drive growth through expanding and diversifying our product line,” said Howard Hirsch, CEO of Jimmy’s Cookies. “Artisan breads represent a fast-growing segment of the bakery category.”

Campbell, which acquired Ecce Panis in 2009 and ran the business as part of its Pepperidge Farm bakery operations, reportedly intends to focus on the snacks business following its 2017 acquisition of Snyder’s-Lance, the second largest producer of savoury snacks in the United States.