Coastal Foods Inc., a Houston-based producer of wholesale specialty baked goods, has changed its name to Newberry Specialty Bakers Inc. According to the company, the name change reflects a rebranding initiative to better represent the specialty line of custom-made, quality-baked goods it provides to the largest grocery and foodservice providers in the U.S.

“As Newberry Specialty Bakers marks its 25th year in business, we felt it was fitting that our new brand pay homage to our heritage—an unwavering commitment to quality and service to our distributors and customers,” says Bill Evans, CEO of Newberry Specialty Bakers. “I will continue to oversee the growth of our bakery as we offer new, handcrafted and decorated baked items and expand to new distribution channels. In order to maintain our focus on operational excellence, Howard Anders has joined Newberry Specialty Bakers as president. His experience in finance, supply chain management, and cultural development will be a huge asset to all of us.”

Transition to the new name, including product packaging and marketing materials, will begin immediately and continue over the next months. The company adds that its commitment to employees, health and safety, and service to customers and stakeholders remains the same.