What Miss Jones Baking does

Miss Jones Baking Co is a private, venture capital-backed consumer packaged goods company founded in August 2015 by Sarah Jones and headquartered in Corte Madera, California. The company develops, markets, and distributes a portfolio of clean-label baking products — including organic baking mixes, ready-to-use organic and natural frostings, refrigerated ready-to-bake cookie doughs, and licensed baking kits — positioned as convenient alternatives to scratch baking without artificial flavors, colors, or hydrogenated oils. Its core technology and competitive differentiator is formulation expertise: the company was first to market with organic ready-to-use frostings and offers dedicated organic, gluten-free, and keto/paleo sub-lines, plus a Girl Scouts of the USA licensed seasonal line and Rainforest Alliance-certified sustainable palm oil sourcing.

The business operates a hybrid go-to-market combining direct-to-consumer e-commerce through a Shopify storefront at missjones.co with retail distribution across more than 2,000 stores including Walmart, Whole Foods, and Costco. Unit pricing spans approximately $4.18 to $9.99, with organic and natural product lines at the lower end and keto/paleo almond-flour-based SKUs at the premium $9.99 tier. Marketing is concentrated in content (a 32+ page recipe blog), organic social (Instagram, Facebook, Pinterest), email programs including a Baking Club tied to Costco launches, and earned media in publications such as the Wall Street Journal, Forbes, Vogue, and Food & Wine. Customer segments span health-conscious families, consumers with dietary restrictions (gluten-free, keto, paleo), and seasonal/event bakers.

Operationally, the company runs a notably asset-light model with a reported headcount of 1-10 employees, leveraging contract manufacturing and a digital-first marketing engine to support a SKU base of roughly 20+ baking mixes, 6+ frosting varieties, and multiple refrigerated cookie dough products. Total disclosed venture funding to date is approximately $2 million (April 2020 round), with no subsequent rounds, acquisitions, or material leadership changes reported in the available data.

Name

Miss Jones Baking

Legal name

Miss Jones Baking Co

Website

https://missjones.co

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Miss Jones Baking Co is a private CPG company that develops and sells organic, gluten-free, and keto-friendly baking mixes, frostings, and ready-to-bake cookie doughs through its DTC Shopify storefront and over 2,000 retail stores including Walmart, Whole Foods, and Costco, targeting health-conscious families and consumers with dietary restrictions.

Ownership category

akta.pro rank

Product category

Baking Mixes and Frostings

NAICS

Bread and Bakery Product Manufacturing (31181), Bakeries and Tortilla Manufacturing (3118), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)

SIC

Bakery Products (2050), Miscellaneous Food Preparations & Kindred Products (2090), Cookies & Crackers (2052)

akta.pro primary industry

Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

akta.pro secondary industries

Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting) (CRADABAN), Refrigerated Dough & Batters (Biscuits, Cookie Dough, Pie Crust) (CRADACAI), Baking Mixes, Doughs & Batters Manufacturing (AFAKAAAE), Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF), Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM)

Keywords

• Organic baking mixes
• Ready-to-use frostings
• Gluten-free baking products
• Keto paleo baking
• Refrigerated cookie dough

Headquarters

HQ city

Emeryville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct E-commerce Sales: The company sells products directly to consumers through its Shopify-powered e-commerce website at missjones.co. Customers can browse the full product catalog, purchase individual items, and have products shipped directly to their homes.
2. Retail/Wholesale Distribution: Products are sold through retail distribution partnerships with grocery stores and natural food retailers. The company has achieved distribution in over 2,000 stores, selling through channels including Walmart and Whole Foods.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Miss Jones Baking Co manufactures and sells a portfolio of organic, gluten-free, and keto/paleo-friendly baking products — including ready-to-use frostings, cake and brownie mixes, cookie mixes, pancake and muffin mixes, refrigerated ready-to-bake cookie doughs, and licensed Girl Scout–inspired baking kits. The company distributes these products direct-to-consumer through missjones.co and through retail partnerships spanning over 2,000 U.S. stores. Products are positioned around simple, clean-label ingredients without artificial flavors, colors, or hydrogenated oils, delivering scratch-made taste with the convenience of a mix or ready-to-use format.

Product overview

Miss Jones Baking Co is a direct-to-consumer and retail baking products company offering a portfolio of organic, gluten-free, and keto/paleo baking mixes, frostings, cookie doughs, and baking kits. The core product line consists of six varieties of organic ready-to-use frostings (vanilla, chocolate, confetti pop, cream cheese, and seasonal Girl Scout-inspired flavors) and approximately 20+ baking mixes spanning cake mixes, brownie mixes, cookie mixes, pancake mixes, muffin mixes, and blondie bar kits. The company also offers a line of refrigerated ready-to-bake cookie doughs in jumbo and mini sizes. Products are positioned around clean-label ingredients with no artificial flavors, colors, or hydrogenated oils, and are distributed in over 2,000 retail locations nationwide. The company was founded in August 2015.

Differentiator

Problem solved

Functional benefit

Brands

• Everyday Delicious: Product line featuring gluten-free baking mixes including Monster Cookie Mix, Fudgy Brownie Mix, and Oat Pancake Mix
• Organic Line
• Keto & Paleo Line

Products and services

• Organic Vanilla Buttercream Frosting Ready-to-use organic vanilla buttercream frosting made with simple, recognizable ingredients, sold to home bakers.
• Organic Chocolate Buttercream Frosting Ready-to-use organic chocolate buttercream frosting made with simple, recognizable ingredients, sold to home bakers.
• Confetti Pop Buttercream Frosting Colorful organic buttercream frosting with natural confetti sprinkles made from fruit and vegetable juices, targeting family bakers and celebrations.
• Organic Cream Cheese Buttercream Frosting Organic cream cheese flavored buttercream frosting, ready to use straight from the jar, for cakes, muffins, and bars.
• Natural Cream Cheese Frosting Natural cream cheese frosting with no artificial ingredients, sold as a more accessible-priced alternative to the organic line.
• Natural Chocolate Frosting Natural chocolate frosting made with simple, real ingredients, targeting everyday home bakers.
• Natural Vanilla Frosting Natural vanilla frosting made with simple, real ingredients, targeting everyday home bakers.
• Girl Scout Coconut Caramel Frosting Organic frosting inspired by Girl Scout cookies, featuring caramel and coconut flavors, sold seasonally through retail and DTC.
• Girl Scout Thin Mints Chocolate Frosting Chocolate frosting inspired by Girl Scout Thin Mints cookies with mint finish, sold seasonally through retail and DTC.
• Organic Vanilla Cake Mix Organic vanilla cake mix made with simple, recognizable ingredients, for from-scratch taste with minimal preparation.
• Organic Chocolate Cake Mix Organic chocolate cake mix made with simple, recognizable ingredients.
• Organic Brownie Mix Organic brownie mix for rich, fudgy brownies made with simple ingredients.
• Organic Chocolate Chip Cookie Mix Organic chocolate chip cookie mix designed for homemade-tasting cookies.
• Organic Pumpkin Bread Muffin Mix Organic pumpkin bread, muffin, cookie, and pancake mix for versatile fall baking.
• Gluten-Free Monster Cookie Mix Gluten-free monster cookie mix made with 100% oats and lots of chocolate, containing no artificial colors, for allergen-conscious consumers.
• Gluten-Free Double Chocolate Brownie Mix Super fudgy and chocolatey gluten-free double chocolate brownie mix made with simple ingredients.
• Almond Flour Fudgy Brownie Mix Keto- and paleo-friendly almond flour fudgy brownie mix with 0g added sugar and 2g net carbs.
• Almond Flour Blueberry Muffin Mix Keto- and paleo-friendly almond flour blueberry muffin mix with 4g net carbs, containing dried blueberries.
• Almond Flour Not Cornbread Muffin and Bread Mix Keto- and paleo-friendly almond flour cornbread muffin and bread mix.
• Gluten-Free Original Oat Pancake Mix Gluten-free oat flour pancake and waffle mix that is 100% whole grain with 10g protein per serving.
• Gluten-Free Confetti Pop Oat Pancake Mix Gluten-free oat flour pancake mix with natural sprinkles made from fruit and natural ingredients.
• Gluten-Free Blueberry Bread & Muffin Mix Gluten-free blueberry muffin and bread mix bursting with juicy blueberries and a soft, moist crumb.
• Gluten-Free Cinnamon Sugar Donut Muffin Kit Gluten-free muffin kit that tastes like bakery donuts, with no artificial colors or flavors.
• Gluten-Free Raspberry White Chocolate Muffin and Bread Kit Gluten-free baking kit for muffins and bread with white chocolate and raspberry, including icing drizzle.
• Gluten-Free Iced Gingerbread Blondie Bar Kit Gluten-free iced gingerbread blondie bar kit with rich molasses and cozy gingerbread spices.
• Gluten-Free Snickerdoodle Toffee Blondie Bar Kit Gluten-free snickerdoodle toffee blondie bar kit for holiday and seasonal home baking.
• Gluten-Free Monster Cookie Dough Refrigerated gluten-free monster cookie dough made with 100% oats and real peanut butter, ready to bake.
• Jumbo Bakery Style Triple Chocolate Cookie Dough Jumbo 5-inch bakery-style triple chocolate cookie dough made with real butter, ready to bake.
• Jumbo Bakery Style Double Chocolate Chip Cookie Dough Colossal 5-inch bakery-style double chocolate chip cookie dough made with real butter.
• Jumbo Bakery Style Everything Cookie Dough Jumbo bakery-style cookie dough loaded with semi-sweet chocolate, white chocolate, caramel, and peanut butter chips with sea salt.
• Gluten-Free Chocolate Chip Cookie Dough Keto-friendly gluten-free chocolate chip cookie dough that is grain-free and packed with protein.
• Almond Flour Chocolate Chip Cookie Dough Almond-flour-based chocolate chip cookie dough for keto and paleo diets, ready to bake.
• Mini Bakery Style Chocolate Chip Cookie Dough Mini bakery-style chocolate chip cookie dough for bite-sized treats, making 20 mini cookies.
• Girl Scout Thin Mints Brownie Kit Brownie kit inspired by Girl Scout Thin Mints with rich chocolate and cool mint frosting, sold seasonally.
• Girl Scout Coconut Caramel Blondie Bar Kit Blondie bar kit inspired by Girl Scout cookies with caramel, chocolate, and coconut layers, sold seasonally.
• Girl Scout Lemon-Ups Blondie Bar Kit Blondie bar kit inspired by Girl Scout Lemon-Ups cookies with bright lemon flavor, sold seasonally.
• Carrot Cake Muffin & Bread Mix Carrot cake muffin and bread mix made with real carrots and aromatic spices.

Quantifiable outcome

• Gained distribution in over 2,000 stores in less than one year from launch

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Girl Scouts of the USAcoreStrategic or Co-development PartnerMiss Jones Baking Co has a licensed partnership with Girl Scouts of the USA to create baking kit products inspired by iconic Girl Scout cookies. Products include Girl Scout Coconut Caramel Blondie Bar Kit, Girl Scout Thin Mints Brownie Kit, Girl Scout Lemon-Ups Blondie Bar Kit, and themed frostings. These products are available seasonally at retailers including Walmart.
• Rainforest AllianceminorOthersMiss Jones sources sustainable palm oil through Rainforest Alliance certification. The Rainforest Alliance is the only vertically integrated sustainable palm oil supplier globally, providing completely traceable products from seed to final product. Suppliers are located in South America, use previously farmed land to avoid deforestation, and source about one-third of crops from cooperative farms.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Pillsbury: Iconic mass-market baking brand owned by General Mills offering refrigerated doughs, baking mixes, and frostings across grocery channels. Comparable in product format and distribution; recently expanding into better-for-you SKUs that compete directly with Miss Jones.
• King Arthur Baking Company: Iconic American baking brand with broad portfolio of flours, baking mixes, and baking ingredients sold across grocery, natural, and foodservice channels. Comparable in baking-mix category reach and clean-label heritage; considerably larger and employee-owned.
• Betty Crocker: Mass-market baking-mix and frosting brand owned by General Mills. The media has explicitly compared Miss Jones to the 'millennial Betty Crocker'; competitor in virtually every product category Miss Jones competes in, with vastly greater retail penetration and trade marketing.
• Bob's Red Mill: Specialty grain and baking-ingredient brand offering organic and gluten-free flours, cereals, and baking mixes. Overlaps with Miss Jones in the natural-channel better-for-you baking segment, though Bob's Red Mill is primarily a flour/grain company rather than finished mixes.

Emerging players

• Siete Foods: Grain-free and paleo baking brand (tortillas, cookies, baking mixes) using almond and cassava flours. Comparable to Miss Jones's keto/paleo almond flour mixes in consumer positioning; venture-backed at larger scale and broader distribution.
• Purely Elizabeth: Organic and gluten-free baking brand offering granola, pancake mixes, and baking mixes with clean-label positioning. Comparable to Miss Jones's natural-channel baking mix positioning; similar scale and stage.
• Partake Foods: Allergen-free and gluten-free baking brand (cookies, baking mixes) targeting consumers with food allergies and dietary restrictions. Comparable to Miss Jones's allergen-friendly product line; smaller scale and earlier stage.

Direct peers

• Krusteaz: Established baking-mix brand (pancakes, muffins, brownies, cookies) sold through grocery mass channels. Direct competitor in the baking-mix aisle; broader and more mainstream than Miss Jones, lacking the organic/clean-label positioning.
• Enjoy Life Foods: Allergen-free and gluten-free baking brand offering cookies, baking mixes, and snacks targeted at consumers with dietary restrictions. Overlaps directly with Miss Jones's gluten-free and allergy-friendly SKUs; owned by Mondelēz, providing much greater distribution scale.
• Simple Mills: Better-for-you baking and snack brand offering almond flour crackers, cookies, baking mixes, and frostings with clean-label, gluten-free positioning. Direct competitor in organic/natural baking mixes with significantly larger scale and venture backing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/missjonesbakingco
• Instagraminstagram.com/missjonesbakes
• Xx.com/missjonesbakes

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Miss Jones Baking