United Biscuit operated regional bakeries which included not only Keebler, but also Hekman Biscuit Company of Grand Rapids, Michigan, the Strietmann Biscuit Company of Mariemont, Ohio and the Bowman Biscuit Company of Denver which used the Supreme brand name. By 1963, United Biscuit introduced the Kitchen Rich brand nationally while still utilizing the regional brand names. In 1966, United Biscuit decided to adopt a uniform brand name and chose Keebler as the national brand and the name of the company. Keebler did adopt Streitmann's Zesta saltine brand as Keebler's national brand of saltine crackers.