Big Interview – John Lindsay

International Bakery sits down exclusively with John Lindsay, European CEO of Baker & Baker to find out more about the trends in the market and their innovation with Mondelēz 

What is the history and heritage of Baker & Baker?

Baker & Baker is a fresh young, company – just over twelve months old, however we have a long and illustrious history within baking! Our previous, collective business was well known in the marketplace as CSM Bakery Solutions with a heritage that in some regions spans 100 years or more. 

Baker & Baker was launched last year as a standalone bakery products business, following the sale of the ingredients division, which in turn became CSM Ingredients. Prior to the business separation, CSM had operated throughout Europe for many decades as a one of the prominent bakery products and ingredients manufacturers. That heritage, knowledge and expertise is retained within our DNA, coupled with a fully focused dedication to bakery products; we serve markets throughout Europe and further afield, via our 12 manufacturing sites located across seven European countries. 

Our Head Office, based on the Wirral in the UK, was previously part of Unilever and has been the home to food manufacturing since the 1930s. 

What challenges is the bakery market facing right now and how is Baker & Baker combatting this? 

In several markets, the recovery from COVID-19 continues to progress, and already we see categories and customers returning to 2019 performance levels. We’re helping our customers respond to changing trends and preferences that emerged during the pandemic. 

The other core challenge is inflationary pressures such as sharp energy price rises and fluctuating raw material costs and availability, partly driven by the war in Ukraine. In some markets, we’ve seen energy costs go up by over 200%. We’ve managed to secure supply for the vast majority of our raw materials, and we are in constructive dialogue with our customers in order to navigate through this challenging period. 

What trends in the bakery sector do you see staying? 

The growth in American Sweet Bakery endures and is here to stay in Europe. Whether its cookies, donuts or muffins, this is now an established consumer segment that continues to innovate. We are also seeing growth at the premium end of the market, as consumers look for indulgent treats without compromising on taste or quality. 

The real opportunity is within… 

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Media contact

Caitlin Gittins
Editor, International Bakery
Tel: +44 (0) 1622 823 920


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