Simple Mills
Simple Mills is a Chicago-based better-for-you food company producing gluten-free, grain-free crackers, cookies, bars, and baking mixes using proprietary nut and seed flour blends, serving health-conscious consumers through 30,000+ U.S. retail stores as an independent subsidiary of Flowers Foods.
- Company typePrivate
- Founded2012
- HeadquartersChicago, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Simple Mills does
Simple Mills is a Chicago-based better-for-you food company founded in 2012 by Katlin Smith that produces gluten-free, grain-free crackers, cookies, bars, and baking mixes using proprietary blends of almond flour, coconut flour, sunflower seed flour, flax, and other nutrient-dense ingredients as alternatives to traditional wheat-based products. The company's core technology centers on novel flour-blend formulations (including watermelon seed flour and cashew flour) that maintain taste and texture while eliminating grains, gluten, and artificial additives. Its product portfolio is organized around four categories: Almond Flour Crackers (including Organic Seed Flour and Veggie Pita varieties), Sweet Thins and Crunchy/Sandwich Cookies, Soft Baked Bars, and Baking/Pancake Mixes, with 2026 expansions into Regenerative Organic Certified oat flour baking mixes and Nut & Seed Trail Bars.
The company generates revenue primarily through wholesale distribution to major retail grocery chains — Whole Foods, Target, Walmart, Costco — and e-commerce platforms including Amazon, Thrive Market, Vitacost, iHerb, and the company website, reaching over 30,000 stores nationwide. Product pricing ranges from $5-8 for crackers, cookies, and bars to $6-9 for baking mixes, with the newly launched Regenerative Organic Certified baking mixes priced at $8.69 MSRP. Simple Mills targets three primary consumer personas: health-conscious consumers seeking clean-label foods (including those with gluten intolerance or celiac disease), sustainability-focused shoppers prioritizing regenerative agriculture, and specialty-diet consumers following Paleo or allergen-conscious diets. The company holds multiple third-party certifications including Non-UPF Verified (40% of portfolio), Non-GMO Project Verified, Certified Gluten-Free, OU Kosher, USDA Organic, and Regenerative Organic Certified.
In February 2025, Simple Mills was acquired by Flowers Foods (NYSE:FLO) for $795 million and operates as an independent subsidiary maintaining its Chicago headquarters and Mill Valley office. FY2024 net sales of $240 million represented 14% year-over-year growth. Under Flowers Foods ownership, the company retains brand autonomy with Michelle Lorge serving as President and founder Katlin Smith in an advisory capacity, while gaining access to broader distribution and capital resources to accelerate product and certification expansion.
Simple Mills firmographics
Firmographics- Name
- Simple Mills
- Legal name
- Simple Mills, Inc.
- Website
- https://simplemills.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Simple Mills is a Chicago-based better-for-you food company producing gluten-free, grain-free crackers, cookies, bars, and baking mixes using proprietary nut and seed flour blends, serving health-conscious consumers through 30,000+ U.S. retail stores as an independent subsidiary of Flowers Foods.
- Ownership category
- akta.pro rank
Simple Mills industry classification
Industry- Product category
- Natural and Organic Packaged Foods
- NAICS
- Snack Food Manufacturing (31191), Bakeries and Tortilla Manufacturing (3118), Breakfast Cereal Manufacturing (31123)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052)
- akta.pro primary industry
- Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK)
- akta.pro secondary industry
- Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI)
Keywords
Where Simple Mills is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Simple Mills business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Packaged Food and Snack Sales: Simple Mills generates revenue through the sale of gluten-free crackers, cookies, bars, and baking mixes to retail consumers via grocery stores and e-commerce platforms.
- Baking Mixes: Sale of dry baking mixes for pancakes, waffles, muffins, breads, cookies, brownies, pizza dough, and artisan breads that consumers prepare at home.
- Wholesale/Retail Distribution: Revenue from wholesale distribution to retailers including Whole Foods, Target, Walmart, Costco, and natural food stores, as well as through e-commerce platforms like Amazon.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail pricing for Regenerative Organic Certified baking mixes |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels6 records
Simple Mills product offering
Product offeringCore offering
Simple Mills manufactures and sells a portfolio of gluten-free, grain-free, clean-label packaged food products including almond flour crackers, seed flour crackers, sweet thins, crunchy and sandwich cookies, soft baked bars, and baking/pancake mixes. The products are designed for health-conscious and specialty-diet consumers and are made with proprietary nut and seed flour blends instead of wheat-based ingredients. Revenue is generated primarily through wholesale distribution to major grocery retailers (Whole Foods, Target, Walmart, Costco) and direct-to-consumer e-commerce sales.
Product overview
Simple Mills is a better-for-you snack and baking company that makes gluten-free, grain-free, clean-label crackers, cookies, bars, and baking mixes using nutrient-dense ingredients like almond flour, seed flours, and coconut. Founded in 2012 and acquired by Flowers Foods for approximately $795 million in February 2025, the company operates as an independent subsidiary. The product portfolio centers on four core categories: Almond Flour Crackers (including Organic Seed Flour Crackers and Veggie Pita Crackers), Sweet Thins and Crunchy/Sandwich Cookies, Soft Baked Bars, and Baking/Pancake Mixes. Products are certified gluten-free, Non-GMO Project Verified, OU Kosher, and many are now Non-UPF Verified. Distributed in over 30,000 stores nationwide including Whole Foods, Target, Walmart, and Costco.
Differentiator
Problem solved
Functional benefit
Products and services
- Fine Ground Sea Salt Almond Flour Crackers
Quantifiable outcome
- 40% of portfolio (20 products) certified under Non-UPF Verified Standard
- +2 more outcomes
Companies that use Simple Mills
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Simple Mills technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Simple Mills partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Sustainable Agriculture Initiative (SAI) PlatformminorSimple Mills participates in the SAI Platform's Regenerating Together Program, supporting regenerative agriculture practices. SAI's May 2026 agreement signed by 40 global food and beverage manufacturers supports regenerative farming initiatives.
- Non-GMO ProjectcoreSimple Mills is among the first brands to earn verification under the Non-GMO Project's new Non-UPF Verified Standard. The company helped shape the standard during a 2025 pilot program. 20 products representing 40% of Simple Mills' portfolio have earned Non-UPF Verified certification.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Simple Mills competitors and assessment
Company assessmentMarket position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key highlights7 records
Customer concentration
Simple Mills social profiles
Digital presenceSimple Mills compliance and trust
Trust signalCompliance6 records
Simple Mills financial estimates
Financial estimateRevenue estimate
Valuation estimate
Simple Mills leadership team
Management profileNumber of profiles
Profiles3 records
Simple Mills funding detail
Funding detailFunding overview
Funding rounds5 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Simple Mills M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Simple Mills
What does Simple Mills do?
Simple Mills manufactures and sells a portfolio of gluten-free, grain-free, clean-label packaged food products including almond flour crackers, seed flour crackers, sweet thins, crunchy and sandwich cookies, soft baked bars, and baking/pancake mixes. The products are designed for health-conscious and specialty-diet consumers and are made with proprietary nut and seed flour blends instead of wheat-based ingredients. Revenue is generated primarily through wholesale distribution to major grocery retailers (Whole Foods, Target, Walmart, Costco) and direct-to-consumer e-commerce sales.
Is Simple Mills a public or private company?
Simple Mills is a private company. It is classified as corporate owned and is currently operating.
When was Simple Mills founded?
Simple Mills was founded in 2012. It employs 101 to 250 people.
Where is Simple Mills based?
Simple Mills is headquartered in Chicago, United States, in the North America region.
How does Simple Mills make money?
Three revenue lines are on record. Packaged Food and Snack Sales are the primary driver. The others are baking Mixes and wholesale/Retail Distribution.
Does Simple Mills have an API?
No public API is recorded for Simple Mills.
What industry is Simple Mills in?
Simple Mills's product category is Natural and Organic Packaged Foods. Its primary akta.pro industry code is AFAKABAK, Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains), with a secondary code of AFAKABAI, Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars). Its NAICS code is 31191 and its SIC code is 2050.