Sarah Lee chooses Hillshire Brands name for spin off

Sarah Lee Corp. chose Hillshire Brands Co. as the new name for its North American business that will be spun off later this month.

The food and beverage company said Hillshire Brands will trade on the New York Stock Exchange under the symbol HSH..

Sara Lee, which acquired the Hillshire Farm brand in 1971, said the Hillshire Brands name represents its strong heritage and its “ambitions for growing our portfolio of iconic brands in the future.”

After the spinoff, Hillshire Brands’ food-service division will continue to be known as Sara Lee Foodservice.

Once a hodgepodge of household products and food brands, Sara Lee has been selling off businesses and narrowing its focus over the past few years.

On June 28, the company will separate into two publicly traded companies: an international coffee and tea company to be named D.E. Master Blenders 1753 and a North American business that includes the Jimmy Dean and Hillshire Farm brands.

The Wall Street Journal.

Business Insider: Turning Sara Lee Into Hillshire Brands Is A Perfect Example Of How Not To Name A Company

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