What Krusteaz does

Krusteaz generates revenue primarily through one-time retail product sales of packaged baking mixes and batters distributed via Walmart, Target, Amazon (operated as a dedicated brand store), Instacart, and the company's own krusteaz.com website, with an additional foodservice revenue stream via the Krusteaz Professional sub-brand (krusteazpro.com) supplying professional-grade mixes to restaurants and commercial operators. The company also manufactures private-label baking mixes for Walmart's Great Value brand under an undisclosed co-manufacturing arrangement. Consumer-facing channels are supported by a content marketing engine comprising hundreds of recipes organized by category and occasion, baking tips and tricks guides, email newsletters, and basic social sharing features. The business serves three primary customer segments: home bakers and families seeking convenient homemade baking, gluten-free consumers requiring certified alternatives, and foodservice operators needing consistent scalable formulations; Walmart, as both a major branded retail partner and private-label manufacturer, represents the most material counterparty concentration in the distribution mix.

Name

Krusteaz

Legal name

Continental Mills, Inc.

Website

https://krusteaz.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

1–10 employees

Short description

Krusteaz, the flagship baking brand of Continental Mills, Inc., manufactures pre-formulated pancake, baking, gluten-free mixes, and ready-to-use batters sold primarily through Walmart, Target, Amazon, Instacart, and a foodservice channel, serving home bakers, gluten-free consumers, and commercial operators in the United States.

Ownership category

akta.pro rank

Product category

Packaged Baking Mixes

NAICS

Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824), Bakeries and Tortilla Manufacturing (3118)

SIC

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

akta.pro primary industry

Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF)

akta.pro secondary industries

Refrigerated Dough & Batters (Biscuits, Cookie Dough, Pie Crust) (CRADACAI), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

Keywords

• Baking mix products
• Pancake and waffle mixes
• Gluten-free baking mixes
• Ready-to-use batters
• Foodservice baking supplies

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Baking Mix Product Sales: Krusteaz generates revenue through the sale of pre-packaged baking mixes for pancakes, waffles, muffins, cornbread, cookies, cakes, and gluten-free products. Consumers purchase products at retail stores or online, with products sold in single boxes or multi-pack formats.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Krusteaz manufactures and sells pre-measured dry baking mixes and ready-to-use wet batters for pancakes, waffles, muffins, cornbread, cookies, cakes, brownies, and gluten-free products, distributed through mass-market retailers (Walmart, Target), e-commerce (Amazon brand store, krusteaz.com), grocery delivery (Instacart), and a dedicated foodservice line (Krusteaz Professional). Consumers prepare the dry mixes by adding basic wet ingredients such as water, oil, and eggs. The brand also manufactures private-label baking mixes for Walmart's Great Value line.

Product overview

Krusteaz, a brand owned by Continental Mills, Inc., offers a portfolio of dry baking mixes and ready-to-use batters for home baking. The core product lines include Pancake & Waffle Mixes (requiring only water addition), Baking Mixes (for muffins, quick breads, cornbread, cookies, and cakes), Gluten Free Mixes (certified gluten free alternatives), and a new Batters product line launched in 2024 (ready-to-use wet batters). The products are designed for consumer convenience, requiring minimal ingredients beyond water, oil, and eggs. Krusteaz markets through major retailers including Walmart, Amazon, Target, and Instacart, and serves both retail consumers and foodservice customers via krusteazpro.com.

Differentiator

Problem solved

Functional benefit

Brands

• Krusteaz Professional: Foodservice division of Krusteaz offering professional-grade baking mixes for commercial food service operations.

Products and services

• Pancake & Waffle Mixes Complete dry pancake and waffle mixes requiring only water addition for preparation, sold to home bakers and families through retail and online channels.
• Baking Mixes Dry baking mixes for muffins, quick breads, cornbread, cookies, cakes, and pie crusts that consumers prepare by adding water, oil, and/or eggs.
• Gluten Free Mixes Certified gluten-free baking mixes for pancakes, muffins, cornbread, cookies, brownies, cakes, and flour alternatives designed for consumers with celiac disease or gluten sensitivity.
• Krusteaz Batters Ready-to-use wet batters for pancakes, waffles, cupcakes, brownies, and cornbread launched in 2024 as a new convenient product category.
• Wild Blueberry Muffin Mix Muffin mix featuring real wild blueberries in every box, producing light fluffy muffins with no artificial flavors or colors.
• Protein and Whole Grain Pancake Mixes High-protein pancake mixes including Buttermilk Protein Pancake with added nutritional benefits.
• Honey Cornbread & Muffin Mix Sweet cornbread and muffin mix combining honey sweetness with traditional cornbread texture.
• Cinnamon Swirl Crumb Cake & Muffin Mix Cake and muffin mix featuring cinnamon swirl and crumb topping for coffee cake-style baked goods.
• Krusteaz Professional (Foodservice Line) Foodservice-focused product line offering professional-grade baking mixes and bulk products for restaurants, bakeries, hotels, and commercial foodservice operators requiring consistent quality at scale.

Quantifiable outcome

• Gluten-free baking mixes are certified gluten-free, addressing the needs of celiac disease and gluten sensitivity consumers.

Named customers4 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

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• WalmartcoreChannel Partner/ Reseller/ DistributorKrusteaz operates as a manufacturing partner for Walmart's Great Value private label brand, producing baking mixes for Walmart's store-brand line. This private label arrangement was uncovered through product recalls rather than official announcements, as brands typically keep such arrangements confidential to protect pricing and retailer relationships.
• AmazoncoreChannel Partner/ Reseller/ DistributorKrusteaz maintains a branded store on Amazon, leveraging the platform's e-commerce infrastructure and customer base for direct-to-consumer sales. The Amazon store provides a dedicated storefront for browsing the full Krusteaz product range with fulfillment handled through Amazon's logistics network.
• TargetcoreChannel Partner/ Reseller/ DistributorTarget serves as a national retail distribution partner for Krusteaz products, with products stocked in stores and available through Target's online marketplace for consumer discovery and purchase.
• InstacartminorChannel Partner/ Reseller/ DistributorInstacart provides same-day grocery delivery services for Krusteaz products from participating retail locations, enabling consumers to order Krusteaz products online for home delivery through Instacart's platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bob's Red Mill: Specialty milling and baking-mix company with strong gluten-free and whole-grain positioning. Comparable to Krusteaz's gluten-free line and whole-grain pancake mixes, with overlap in retail and natural-channel distribution.
• Pillsbury: General Mills-owned baking brand spanning dry mixes and refrigerated dough/batters. Closely comparable to Krusteaz on dry mixes and a direct threat to the newly launched Krusteaz Batters line in refrigerated formats.
• Jiffy: Chelsea Milling's baking-mix brand (muffins, cornbread, cakes, pancakes). Privately held like Krusteaz, with a comparable heritage-driven brand and overlapping mix portfolio in US grocery.
• Betty Crocker: General Mills' flagship baking-mix brand covering cakes, cookies, muffins, pancakes, and brownies. Directly competes with Krusteaz in the same US grocery baking-mix aisle with overlapping product formats and customer base.
• Bisquick: General Mills' baking mix brand for pancakes, biscuits, and casseroles. Directly comparable to Krusteaz's pancake and baking-mix SKUs with similar consumer use cases and retail placement.
• King Arthur Baking Company: Premium US baking-mix and flour brand with broad retail and direct-to-consumer reach. Comparable to Krusteaz on pancake, muffin, and baking mixes, particularly in the better-for-you and gluten-free segments.
• Duncan Hines: Conagra-owned baking brand focused on cake, brownie, and cookie mixes. Competes head-to-head with Krusteaz Baking Mixes in grocery shelves and on private-label production relationships.
• Martha White: Hometown Food Company baking-mix brand covering pancakes, muffins, cornbread, and biscuits. Comparable to Krusteaz on core mix categories with overlapping US grocery distribution and similar heritage positioning.

Emerging players

• Simple Mills: Better-for-you baking-mix and cracker brand with strong gluten-free credentials. Comparable to Krusteaz on gluten-free mixes and on direct-to-consumer and natural-channel distribution, though smaller scale.

Broad incumbents

• Great Value (Walmart): Walmart's private-label brand, in baking mixes manufactured by Krusteaz itself. Relevant as both a competitor to Krusteaz's branded portfolio on shelf and as its largest single customer relationship.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Krusteaz
• Facebookfacebook.com/Krusteaz
• LinkedInlinkedin.com/company/krusteaz

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds

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 Krusteaz