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37th Street Bakery has completed its acquisition and rebranding of Gold Standard Baking, a US manufacturer of croissants and dough-based, sweet baked goods. Gold Standard Baking is now known as 37th Street Bakery, which "represents a homage to its legacy bakery facility on 37th Street" in Chicago. The acquirer, 37th Street Bakery, was formed by a consortium of North American family offices to purchase the assets of Gold Standard Baking. "We are excited to complete the sale to a new ownership group that is committed to supporting our growth over the long term," said Haq Chaudary, who will continue as president and CEO of the company now known as 37th Street Bakery. "We enter this new chapter with a strong balance sheet, a committed and highly competent team and a tradition of producing delicious baked goods." "While we have a new name, we are grounded in a deep passion to produce the most delicious, buttery rich, flaky, golden croissants, sweet fruit-filled danish and aromatic cinnamon rolls."