June 6, 2012
End of an Era: Sara Lee Brand Naming Changes to Hillshire Brands
The name comes from the Hillshire Farm brand that was acquired in 1971, which Sara Lee says represents the company's "ambitions for growing our portfolio of iconic brands in the future."
Meanwhile, the name Sara Lee will be maintained for the food service division as Sara Lee Foodservice.
As one would expect, the company will have a new visual identity for its "meat-centric brand and snack solutions."
Obviously the Sara Lee name meant "bakery" to many people, but the Hillshire Brands portfolio includes meat brands, such as Jummy Dean, Ball Park, Hillshire Farm and State Fair as well as two "artisan" brands: Aidells and Gallo.
Hillshire Farm was established in Wisconsin in 1934 by Friedrich (Fritz) Bernegger in New London, just northwest of Appleton. The name still stands for "quality, integrity and superior taste" according to Sara Lee.
This is not the first time Sara Lee has embraced a name change. The Sara Lee name dates back to 1939, but the name itself was changed in 1954 to Consolidated Foods, only to switch back in 1985 to Sara Lee.
I think this marks the beginning of the end for the Sara Lee name as we know it, ushering in a far more streamlined approach to a greatly transformed company. Yet, I am glad the Sara Lee name will remain in some capacity even if I am not expecting to see it on retail shelves anymore.
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