Flackers
- Company typePrivate
- Founded2007
- HeadquartersMinneapolis, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Flackers does
Flackers, operated by Dr. In The Kitchen, LLC, is a privately held, founder-controlled CPG company headquartered in Minneapolis, Minnesota, that develops and sells organic flaxseed-based crackers and related seed-based snacks. The company was founded in 2007 by Donn Kelly (President and Co-Founder), originally formulating flaxseed crackers as a gluten-free option for patients, and entered grocery retail in 2008. The current product portfolio centers on the Classic Flax Seed Crackers line (Sea Salt, Savory, Rosemary, Tomato Basil, Cinnamon Currant), expanded with specialty SKUs (Toasted Black Sesame & Black Pepper, Flax & Fonio Ancient Grain Crackers) and the 2024 Multi Seed Crackers line (Cheeze-Pleaze and Spicy Chili Lime), plus Variety Packs. Every product carries five stacked certifications: USDA Organic, Non-GMO Project Verified, GFCO Gluten-Free, CRC Kosher, and Vegan.
The company's technology and formulation are ingredient-based rather than platform-based: simple recipes built on organic flax seeds, apple cider vinegar, sea salt, and herbs/spices, with the Multi Seed line adding sunflower, chia, pepita, and hemp hearts. There is no proprietary manufacturing IP disclosed; differentiation rests on recipe origin (doctor-developed), ingredient simplicity, low net-carb nutrition profile (1-3g per serving), and the certification stack.
Flackers runs a hybrid distribution model combining direct-to-consumer e-commerce on Shopify (flackers.com, with a 20% first-order mailing-list incentive and free shipping over $40-$50), marketplace sales on Amazon, iHerb, and Vitacost, and wholesale distribution through more than 3,000 U.S. retail doors spanning natural grocery chains (Whole Foods Market, Natural Grocers, Erewhon), regional chains (Ralphs, Fred Meyer, Jewel Osco, National Co-op, Thrive), and wholesale platforms (Airgoods, RangeMe, Pod Foods). Marketing is driven by PR placements in health and lifestyle publications, an Awin affiliate program (12% commission), email/CRM, trade show presence at Natural Products Expo East and West, and organic social. The company has raised a single disclosed funding round of $800,000 in January 2018, has 1-10 employees, and operates without external institutional investors or M&A activity in the source data.
Flackers firmographics
Firmographics- Name
- Flackers
- Legal name
- Dr. In The Kitchen, LLC
- Website
- https://flackers.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Flackers industry classification
Industry- Product category
- Health Snacks
- NAICS
- Cookie and Cracker Manufacturing (311821)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Crackers & Savory Biscuits Manufacturing (AFAKAIAJ)
Keywords
Where Flackers is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Flackers business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Others
Revenue model
- Direct E-commerce Sales: Consumer direct purchases through flackers.com website. Offers 20% discount for first-time customers who join the mailing list. Free shipping on orders over $50.
- Retail Distribution: Wholesale distribution through natural grocery chains and regional retailers. Products sold through Whole Foods Market, Natural Grocers, Erewhon, Ralphs, Fred Meyer, Jewel Osco, National Co-op, and Thrive. Available in over 3000 stores nationwide.
- Third-Party E-commerce Platforms: Sales through Amazon, Vitacost, and iHerb online marketplaces.
- Wholesale B2B Sales: Wholesale purchasing options through Airgoods, RangeMe, and Pod Foods wholesale platforms for retailers and distributors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer E-commerce |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels5 records
Flackers product offering
Product offeringCore offering
Flackers is a plant-based snack company that manufactures and sells organic, gluten-free crackers built primarily on flax seeds and other seeds (sunflower, chia, pepita, hemp). The brand operates Dr. In The Kitchen, LLC and sells its products directly to consumers through flackers.com, through third-party marketplaces such as Amazon, iHerb, and Vitacost, and through wholesale distribution to natural and regional grocery retailers including Whole Foods Market, Natural Grocers, Erewhon, Ralphs, Fred Meyer, Jewel Osco, National Co-op, and Thrive, reaching more than 3,000 stores nationwide.
Product overview
Flackers is a plant-based, organic snack company that produces flaxseed crackers and related seed-based crackers. The product portfolio centers on the Classic Flackers Flax Seed Crackers line (available in Sea Salt, Savory, Rosemary, Tomato Basil, and Cinnamon Currant flavors), expanded with specialty varieties including Toasted Black Sesame & Black Pepper and Flax & Fonio Ancient Grain Crackers (in Everything and Garden Vegetable flavors). The newer Multi Seed Flackers line adds sunflower seeds, chia seeds, pepitas, and hemp hearts to the flax base, offered in Cheeze-Pleaze and Spicy Chili Lime flavors. All products are USDA Organic, Non-GMO Project Verified, Gluten-Free, Vegan, and Kosher certified. Flackers also offers Variety Packs combining multiple flavors. The company operates as Dr. In The Kitchen LLC, was founded in Minneapolis in 2008, and products are available in over 3000 stores nationwide as well as online.
Differentiator
Problem solved
Functional benefit
Products and services
- Classic Flax Seed Crackers Original organic flaxseed cracker line available in multiple flavors including Sea Salt, Savory, Rosemary, Tomato Basil, and Cinnamon Currant, made with organic flax seeds, apple cider vinegar, sea salt, and herbs/spices; targeted at gluten-free, low-carb, vegan, and health-conscious snackers.
- Toasted Black Sesame & Black Pepper Flackers Flaxseed cracker variety flavored with toasted black sesame seeds and black pepper, offering a savory spin on the original flax cracker recipe.
- Flax & Fonio Ancient Grain Crackers Cracker line featuring fonio, an ancient West African grain, combined with flax seeds and offered in Everything and Garden Vegetable flavors for consumers seeking heritage grains.
- Multi Seed Flackers Crackers Cracker line combining flax seeds with sunflower seeds, chia seeds, pepitas, and hemp hearts, offered in Cheeze-Pleaze and Spicy Chili Lime flavors for higher protein, vitamin E, and plant-based nutritional profile.
- Flackers Variety Packs Pre-packaged multi-flavor assortment of Flackers crackers, including the 4-pack combining Sea Salt, Rosemary, Cheeze-Pleaze, and Chili Lime flavors for sampling or gifting.
Quantifiable outcome
- Available in over 3000 stores nationwide
- +2 more outcomes
Companies that use Flackers
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
Flackers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Flackers partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- AirgoodsminorWholesale marketplace platform enabling retailers to purchase Flackers products for resale.
- RangeMeminorWholesale discovery platform connecting retailers with Flackers for product sourcing.
- Pod FoodsminorWholesale platform for independent retailers to source Flackers products.
- AwinminorAffiliate marketing network enabling influencers and content creators to earn 12% commission on sales through their referral links. Affiliates get branded graphics and early access to new products.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Flackers competitors and assessment
Company assessmentDirect peers
- Simple Mills: Simple Mills makes almond flour crackers and cookies with a clean-ingredient, better-for-you positioning similar to Flackers. Both brands compete for the same gluten-free, natural-channel shelf space at Whole Foods, Sprouts, and Target, with overlapping customer segments in keto and paleo consumers.
- Mary's Gone Crackers: Mary's Gone Crackers is a pioneer in gluten-free, organic seed-based crackers (including Original, Herb, and Super Seed varieties) directly competing with Flackers' flax-based crackers. Both target the same natural grocery, keto, and gluten-free consumer segments with comparable ingredient philosophies.
- Crunchmaster: Crunchmaster produces gluten-free crackers made primarily from rice and seeds, competing directly with Flackers in the better-for-you cracker aisle. Both brands occupy similar price points and serve the same gluten-conscious snacking occasions across natural and conventional grocery.
- Dr. Kracker: Dr. Kracker makes artisan-style organic crackers with whole grains and seeds sold in natural and specialty grocery channels. The brand shares Flackers' smaller, specialty-natural positioning and artisan cracker product format, making them a head-to-head competitor for similar shelf sets.
- Siete Grain Free Foods: Siete makes grain-free, almond flour-based tortilla chips, crackers, and cookies with a clean-ingredient, family-owned origin story analogous to Flackers. Both brands compete for the same health-conscious, gluten-free consumer shopping at Whole Foods, Sprouts, and natural grocery.
Emerging players
- From the Ground Up: From the Ground Up makes vegetable- and cauliflower-based crackers and snacks that compete in the better-for-you and gluten-free space alongside Flackers. Both target health-conscious shoppers looking for vegetable-forward snack alternatives in natural grocery.
Broad incumbents
- Late July Snacks: Late July (a Clif Bar brand) makes organic, gluten-free crackers and chips sold in natural and conventional grocery. Their broader product portfolio and brand recognition position them as a larger incumbent competitor for Flackers' retail shelf space in the organic cracker set.
- Milton's Craft Bakers: Milton's Craft Bakers produces organic and gluten-free crackers and breads for natural and conventional grocery. Their broader product line and established retailer relationships make them a comparable incumbent competitor in the clean-ingredient cracker space.
- Back to Nature Foods: Back to Nature Foods offers a broad portfolio of natural crackers, cookies, and snacks with established national distribution. While not exclusively seed-based, they compete for the same natural-channel shopper dollars and shelf placement as Flackers.
- Annie's Homegrown (General Mills): Annie's, a General Mills-owned brand, sells organic and gluten-free crackers and snacks in natural and conventional grocery. Their corporate backing, marketing resources, and breadth make them a large-incumbent competitor pressing into Flackers' better-for-you territory.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Flackers social profiles
Digital presenceFlackers compliance and trust
Trust signalCompliance6 records
Flackers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flackers leadership team
Management profileNumber of profiles
Profiles3 records
Flackers funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flackers 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 Flackers
What does Flackers do?
Flackers is a plant-based snack company that manufactures and sells organic, gluten-free crackers built primarily on flax seeds and other seeds (sunflower, chia, pepita, hemp). The brand operates Dr. In The Kitchen, LLC and sells its products directly to consumers through flackers.com, through third-party marketplaces such as Amazon, iHerb, and Vitacost, and through wholesale distribution to natural and regional grocery retailers including Whole Foods Market, Natural Grocers, Erewhon, Ralphs, Fred Meyer, Jewel Osco, National Co-op, and Thrive, reaching more than 3,000 stores nationwide.
Is Flackers a public or private company?
Flackers is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Flackers founded?
Flackers was founded in 2007. It employs 1 to 10 people.
Where is Flackers based?
Flackers is headquartered in Minneapolis, United States, in the North America region.
How does Flackers make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution, third-Party E-commerce Platforms and wholesale B2B Sales.
Who are Flackers's main competitors?
Direct peers on record are Simple Mills, Mary's Gone Crackers, Crunchmaster, Dr. Kracker and Siete Grain Free Foods. From the Ground Up is listed as an emerging player. Broad incumbents are Late July Snacks, Milton's Craft Bakers, Back to Nature Foods and Annie's Homegrown (General Mills).
Does Flackers have an API?
No public API is recorded for Flackers.
What industry is Flackers in?
Flackers's product category is Health Snacks. Its primary akta.pro industry code is AFAKAIAJ, Crackers & Savory Biscuits Manufacturing. Its NAICS code is 311821 and its SIC code is 2052.