Monday, January 7, 2019

Ralphs Ditches 'Van de Kamp's' Name, Rebrands Its Store-Brand Bread Under 'Kroger'

Van de Kamp's Holland Dutch Bakeries was once a staple of Southern California, particularly thanks to the bakery/restaurant chain's trademark blue windmills. Founded in 1915, Van de Kamp's evolved into a chain of more than 300 bakeries and restaurants up and down the west coast. A grand headquarters was even built in Glassell Park. The building still stands (today it's the LA City College's Innovation Center, and also home to a charter school) — but Van de Kamp's went out of business in 1990.

The name has lived on via local grocer Ralphs, which holds the license to sell its in-house bakery items under the Van de Kamp's name. But that may now be changing.

Eagle-eyed Friend of Franklin Avenue Jim Ellwanger posted on his Twitter feed that it looks like Ralphs is ditching the Van de Kamp's brand in favor of its parent company, Kroger. That would bring items like bread, buns, and pastries, in line with its other Kroger-branded in-house store items. Here's what he found:

"Van de Kamp's bread has a new look. Same Great Taste! Now... KROGER." I guess chalk it up to another end of an era.

1 comment:

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