CSM Bakery Solutions has unveiled plans to rebrand its North American operations under the Brill brand, a move the company’s top executive believes will help revitalize one of baking’s “iconic and respected brands.” CSM will begin operating under the Brill brand immediately in North America, while no changes are planned for the company’s business operations in Europe.

“The Brill brand was founded in 1928, and we thought there would be no better way to honor its 90-year heritage than to make it CSM’s flagship brand in North America,” said Marianne Kirkegaard, president and chief executive officer. “We see great potential in fully leveraging the power of this brand, and we’re confident our customers and colleagues will feel the same way.”

Harry C. Brill founded the company 90 years ago with a vision toward creating products that would improve the bakery experience. The brand has grown to become one of the key players in cakes, icings, glazes and toppings, and Ms. Kirkegaard said CSM intends to continue the brand’s legacy.

“Our goal is to build on Brill’s legacy and ambition of creating one-of-a-kind bakery experiences,” she said. “The Brill brand and reputation were founded on industry-leading technical expertise and customer support, and we will enhance that legacy of excellence by offering our customers even more innovative products backed by quality service.”

The announcement coincided with CSM’s decision to sell its dry mix manufacturing facilities in Elyria, Ohio, and Spartanburg, S.C., including the Multifoods brand, to BakeMark.

Ms. Kirkegaard said the sale of the dry mix facilities aligns with CSM’s strategy of focusing more of its resources on its core products.

“These plants served us well, but, as our strategy has evolved, it’s clear we need to place greater emphasis on areas where we can add more value such as cakes and icings,” she said.

CSM Bakery Solutions is a leader in bakery ingredients, products and services for retail and food service markets as well as artisan and industrial bakeries. CSM serves more than 45,000 customers in 100-plus countries and offers a broad portfolio of brands providing specialized ingredients and finished products.