Mary’s Gone Crackers
Mary's Gone Crackers is a US-based, 20+ year organic and gluten-free cracker brand that bakes seed-crafted crackers (Original, Super Seed, Real Thin, Cheezee) in a dedicated gluten-free bakery and sells them to health-conscious, vegan, and celiac consumers through DTC e-commerce and major US/Canadian retailers including Target, Walmart, Costco, and Sprouts.
- Company typePrivate
- Founded2004
- HeadquartersReno, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mary’s Gone Crackers does
Mary's Gone Crackers is a privately held US food manufacturer founded in 2004 by Mary Waldner after a celiac disease diagnosis, producing organic, gluten-free crackers and snack products for health-conscious, vegan, and allergen-sensitive consumers in the United States and Canada. The company operates a dedicated gluten-free bakery and organizes its portfolio into four lines — Original (brown rice, quinoa, flax, sesame seed base), Super Seed (higher-protein variants with 5g of plant protein per serving), Real Thin (lighter crisp format), and Cheezee (plant-based, dairy-free cheese-flavored crackers) — with all SKUs certified USDA Organic, Non-GMO Project Verified, Kosher, and Vegan.
Products are baked, not fried, with a 11–12 month shelf life, and are distributed through two primary channels: direct-to-consumer e-commerce at marysgonecrackers.com (operated by fulfillment partner WorldPantry, with a subscription/recurring delivery option) and major US retail chains including Target, Walmart, Albertsons Companies banners, Sprouts Farmers Market, Costco, and Publix. Pricing is unit-based across single boxes ($4.99–$5.89), family-size bags ($6.10), and multi-pack bundles (6-pack ~$30.34; 12-pack ~$58.68).
The company is owned by Canadian strategic acquirer Dare Foods, operates a US LLC structure headquartered in Reno, Nevada, and employs 251–500 people. It competes on certified allergen-safe snacking, seed-based nutritional density, brand heritage, and broad retail availability rather than on proprietary software or data-driven differentiation.
Mary’s Gone Crackers firmographics
Firmographics- Name
- Mary’s Gone Crackers
- Legal name
- Mary's Gone Crackers LLC
- Website
- https://marysgonecrackers.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Mary's Gone Crackers is a US-based, 20+ year organic and gluten-free cracker brand that bakes seed-crafted crackers (Original, Super Seed, Real Thin, Cheezee) in a dedicated gluten-free bakery and sells them to health-conscious, vegan, and celiac consumers through DTC e-commerce and major US/Canadian retailers including Target, Walmart, Costco, and Sprouts.
- Ownership category
- akta.pro rank
Mary’s Gone Crackers industry classification
Industry- Product category
- Gluten-Free Crackers
- NAICS
- Cookie and Cracker Manufacturing (311821)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Crackers & Savory Biscuits Manufacturing (AFAKAIAJ)
- akta.pro secondary industry
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
Keywords
Where Mary’s Gone Crackers is headquartered
LocationHeadquarters
- HQ city
- Reno
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Mary’s Gone Crackers business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Direct Consumer Product Sales: Direct-to-consumer sales through the company's e-commerce website with options for one-time purchases and subscription-based recurring delivery programs for home delivery of crackers and snacks.
- Retail/Distribution Sales: Wholesale distribution through major retail chains including Target, Walmart, Albertsons, Sprouts Farmers Market, Costco, and Publix. Products sold through physical retail store locations across the United States.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Single Box - Original, Super Seed, Herb, Black Pepper, Cheezee varieties |
| Unit Pricing | Pay-as-you-go | Real Thin Line - Sea Salt and Garlic Rosemary |
| Unit Pricing | Pay-as-you-go | Family Size - Original and Everything varieties |
| Unit Pricing | Pay-as-you-go | 6-Pack Multi-Unit Options |
| Unit Pricing | Pay-as-you-go | 12-Pack Bulk Options - Original Line |
| Subscription | Monthly | Subscription/Recurring Delivery |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels8 records
Mary’s Gone Crackers product offering
Product offeringCore offering
Mary's Gone Crackers manufactures and sells certified organic, gluten-free, non-GMO, vegan crackers and snacks in four product lines (Original, Super Seed, Real Thin, and Cheezee plant-based cheese). Products are baked in a dedicated gluten-free bakery using proprietary seed-crafted formulations with whole grains and nutrient-dense seeds, sold direct-to-consumer through marysgonecrackers.com with subscription options and through major U.S. retail chains.
Product overview
Mary's Gone Crackers is a snacking and cracker brand organized into four product lines: Original (the foundational line featuring whole-grain brown rice, quinoa, flax, and sesame seed crackers in Original, Herb, and Black Pepper varieties, plus a Family Size format), Super Seed (a super-seeded line with added pumpkin and sunflower seeds offering higher protein at 5g per serving, available in Everything, Seaweed & Black Sesame, Jalapeno, Basil & Garlic, Rosemary, and Classic flavors plus Family Size Everything), Real Thin (a lighter, crispier thin cracker line available in Sea Salt and Garlic Rosemary), and Cheezee (a plant-based, dairy-free sub-brand delivering cheesy flavors through tapioca starch and nutritional yeast, in Cheddar, Cheese & Herb, and Smoked Gouda varieties). All products are certified USDA Organic, Non-GMO Project Verified, Gluten-Free, Vegan, and Kosher. The company operates a dedicated gluten-free bakery and positions itself as a better-for-you snack brand focused on whole-food, seed-crafted ingredients since 2004.
Differentiator
Problem solved
Functional benefit
Brands
- Mary's Gone Cheezee: Plant-based dairy-free cheese-flavored crackers including Cheddar, Cheese & Herb, and Smoked Gouda flavors.
- Mary's Gone Kookies
Products and services
- Original Crackers
Quantifiable outcome
- 4-5g plant-based protein per serving
- +2 more outcomes
Companies that use Mary’s Gone Crackers
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
Mary’s Gone Crackers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Mary’s Gone Crackers partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- WorldPantrycoreWorldPantry operates the Mary's Gone Crackers e-commerce website and provides fulfillment services. They handle order processing, shipping, and returns for online purchases made through marysgonecrackers.com. WorldPantry also backs purchases with their Satisfaction Guarantee.
- Palm Done Right® / Natural HabitatscoreMary's Gone Crackers sources palm oil through Palm Done Right®/Natural Habitats organization, which ensures palm oil meets the highest sustainability standards. This partnership protects rainforests, empowers farmers, and supports fair trade and environmental care while producing delicious snacks.
- Colorexa (Happy Little Faces)minorMary's quinoa supplier Colorexa co-founded Happy Little Faces, an organization supporting education and nutrition of children in need in Peru. A portion of proceeds from quinoa purchases helps fund this initiative, creating social impact through the supply chain.
- TargetcoreNational retail chain partnership for in-store distribution of Mary's Gone Crackers products across Target store locations.
- WalmartcoreMass market retail distribution partnership making products available through Walmart's extensive store network.
- Albertsons CompaniescoreGrocery chain partnership for mainstream supermarket distribution including Safeway, Vons, Jewel-Osco, and other Albertsons banner stores.
- Sprouts Farmers MarketcoreNatural and organic grocery retailer partnership aligning with Mary's organic and gluten-free brand positioning.
- CostcocoreWarehouse club partnership for bulk Family Size product distribution, particularly for the Everything Super Seed variety.
- PublixminorSoutheast regional grocery chain partnership for in-store product availability in Florida and other southeastern states.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Mary’s Gone Crackers competitors and assessment
Company assessmentBroad incumbents
- KIND Snacks: Better-for-you snack bar and snack platform owned by Mars; competes for the same health-conscious shopper basket and shares mass retail shelf space.
- Back to Nature: Broader natural-foods cracker and snack brand with overlapping mass retail distribution; comparable on better-for-you positioning, though portfolio spans cookies, nuts, and crackers rather than specializing in seed crackers.
- Late July Snacks: Better-for-you cracker and tortilla chip brand owned by Mondelēz, distributed through the same natural and conventional grocery channels; comparable on cleaner-ingredient snack positioning.
- Blue Diamond Growers (Nut Thins): Almond-based cracker brand with strong mass and club-channel presence. Comparable as a category-leading branded cracker competing for the same better-for-you shopper.
Direct peers
- Simple Mills: Direct competitor in better-for-you, gluten-free, naturally-sweetened crackers and cookies sold through the same mass and natural retail channels (Target, Walmart, Sprouts, Costco). Most comparable on positioning, pricing, and shopper demographic.
- Crunchmaster: Direct competitor in the seed-based cracker category (multi-seed, gluten-free crackers) with overlapping retail distribution at Kroger, Walmart, Target, and club stores. Closely aligned product format and target consumer.
- Flackers: Direct seed-cracker competitor with similar gluten-free, plant-based positioning and natural channel distribution. Comparable on product mechanics (flax/seed crackers) and price-point tier.
Emerging players
- Bobo's: Better-for-you oat-based snack brand with overlapping natural and conventional retail distribution. Comparable as an emerging CPG brand pursuing the same health-conscious consumer.
- RXBAR (RX Nut Butter / Mary & Jane): Better-for-you snack brand owned by Kellogg's (now Kellanova), focused on clean-label nutrition; comparable as a peer competing for the same better-for-you snack occasion.
Others
- Dare Foods: Canadian strategic parent of Mary's Gone Crackers and a broader CPG cracker and cookie manufacturer; included as the corporate parent and a portfolio peer for snack manufacturing scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Mary’s Gone Crackers social profiles
Digital presenceMary’s Gone Crackers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mary’s Gone Crackers leadership team
Management profileNumber of profiles
Profiles4 records
Mary’s Gone Crackers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mary’s Gone Crackers 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 Mary’s Gone Crackers
What does Mary’s Gone Crackers do?
Mary's Gone Crackers manufactures and sells certified organic, gluten-free, non-GMO, vegan crackers and snacks in four product lines (Original, Super Seed, Real Thin, and Cheezee plant-based cheese). Products are baked in a dedicated gluten-free bakery using proprietary seed-crafted formulations with whole grains and nutrient-dense seeds, sold direct-to-consumer through marysgonecrackers.com with subscription options and through major U.S. retail chains.
Is Mary’s Gone Crackers a public or private company?
Mary’s Gone Crackers is a private company. It is classified as corporate owned and is currently operating.
When was Mary’s Gone Crackers founded?
Mary’s Gone Crackers was founded in 2004. It employs 251 to 500 people.
Where is Mary’s Gone Crackers based?
Mary’s Gone Crackers is headquartered in Reno, United States, in the North America region.
How does Mary’s Gone Crackers make money?
Two revenue lines are on record. Direct Consumer Product Sales are the primary driver. The others are retail/Distribution Sales.
Who are Mary’s Gone Crackers's main competitors?
Broad incumbents on record are KIND Snacks, Back to Nature, Late July Snacks and Blue Diamond Growers (Nut Thins). Direct peers are Simple Mills, Crunchmaster and Flackers. Emerging players are Bobo's and RXBAR (RX Nut Butter / Mary & Jane). Dare Foods is listed as an others.
Does Mary’s Gone Crackers have an API?
No public API is recorded for Mary’s Gone Crackers.
What industry is Mary’s Gone Crackers in?
Mary’s Gone Crackers's product category is Gluten-Free Crackers. Its primary akta.pro industry code is AFAKAIAJ, Crackers & Savory Biscuits Manufacturing, with a secondary code of AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused). Its NAICS code is 311821 and its SIC code is 2052.