@RBA: What's In-Store for Rich-Allen Merger?

When Buffalo, NY-based Rich Products Corp. acquired J.W. Allen last month, it was clear that it was a good deal, but still a good deal of overlap between the two privately owned in-store bakery suppliers.

Next week, with the 2000 Retail Bakers Association Convention in Washington, March 25-27, Rich will officially unveil its strategy for the Allen line to the industry, announcing the J.W. Allen brand as a featured attraction in its expo booth.

The Rich's/Allen exhibit will feature product and program innovations including New colors of Rich's Buttercreme icing and filling and Allen "Race Car" cakes.

According to Kevin Malchoff, Rich's executive vice president, new joint products and programs will follow.

The merger was announced in November and completed in February.

J.W. Allen is a five generation family-owned company with annual sales of approximately $110 million on 400 products including a complete line of frozen cakes, bakery mixes, bases, icings and finishers. J.W. Allen operates manufacturing facilities at their headquarters in Wheeling, IL, and in Morristown, TN.

Rich, with more than $1.4 billion in annual revenues, is also family-owned private company with more than 6,000 employees and 2000 products available in over 60 countries. Key strengths include bakery and dessert products and field technical support services. Adding J.W. Allen into the corporate hopper brought additional strengths in frozen cakes, ambient icings, glazes, finishers and dry mixes.