What Dana's Bakery does

Dana's Bakery is a privately held, founder-owned direct-to-consumer gluten-free specialty bakery founded in 2012 by Dana Pollack and headquartered in South Hackensack, New Jersey, with production operations out of a Franklin Lakes, NJ facility and a secondary facility in NY (totaling over 160,000 sq ft and 140+ employees). The company bakes and ships French macarons in American-inspired flavors (Red Velvet, S'mores, Fruity Cereal, Thin Mint), a signature Mookie™ product (a cookie stuffed with a macaron inside), Krisp Bars (gluten-free rice cereal treats), and Black & White cookies, all formulated to be 100% gluten-free friendly with a vegan/dairy-free extension line. Dana's Bakery operates multiple revenue streams: (1) DTC e-commerce at danasbakery.com shipping nationwide via UPS/FedEx with unit pricing from $35 for a 5-cookie box up to $972.50 for a 225-macaron event tower; (2) a corporate and wholesale division offering custom logo printing ($45 setup + $0.75/macaron), custom colors and flavors ($100–$250+), and multi-shipment gifting programs for business clients; (3) a subscription club in 3, 6, and 12-month durations; (4) event-driven special orders including wedding favor boxes and macaron towers; and (5) 1:1 virtual consulting with founder Dana Pollack covering business and recipe development.

The business has earned third-party validation through the EY Entrepreneur of the Year award (Emerging Business Category, 2017), two consecutive Inc. 5000 listings (2018, 2019), and a Stevie Award for Women in Business (2018), and has executed celebrity collaborations with Shay Mitchell ('Shay Buttah' macaron) and Fall Out Boy (Vegan Black & Whites album tie-in). The company has expanded into adjacent brand extensions including two cookbooks (2021, 2025), a co-branded Schmidt Bros knife set, gift cards, and a tiered rewards/loyalty program. Geographic reach is limited to the continental United States, with no shipping to Alaska, Hawaii, PO Boxes, or APO addresses.

Name

Dana's Bakery

Legal name

Dana's Bakery, LLC

Website

https://danasbakery.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Dana's Bakery is a direct-to-consumer gluten-free specialty bakery founded in 2012 that bakes and ships French macarons in American-inspired flavors, signature Mookie™ macaron-stuffed cookies, Krisp Bars, and Black & White cookies to consumers and corporate clients nationwide across the continental US.

Ownership category

akta.pro rank

Product category

Specialty Bakery

NAICS

Baked Goods Retailers (445291), Retail Bakeries (311811), Cookie and Cracker Manufacturing (311821), Other Specialty Food Retailers (44529), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)

SIC

Bakery Products (2050), Cookies & Crackers (2052), Sugar & Confectionery Products (2060), Food And Kindred Products (2000)

akta.pro primary industry

Online Bakery & Desserts Delivery (CRAHAIAK)

akta.pro secondary industries

Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Bread & Pastry Specialty Stores (CRAHAGAC)

Keywords

• Gluten-free bakery
• French macarons
• Custom corporate gifting
• Specialty confections
• Custom logo printing

Headquarters

HQ city

South Hackensack

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: E-commerce sales of cookies, macarons, Krisp Bars, and Mookies directly to consumers nationwide. Products sold in boxes ranging from individual items to bulk tower displays. Includes gift cards and non-perishable merchandise (cookbooks, knives, apparel).
2. Corporate & Wholesale: Bulk orders and custom corporate gifting for business clients. Includes custom logo macarons, branded packaging, event sponsorship, and multi-shipment bulk gifting programs.
3. Subscription Club: Monthly subscription service delivering different products (Black and Whites, Mookies, or Cookies) with subscription-exclusive products. Available in 3, 6, and 12 month durations with prepayment required.
4. Consulting & Mentorship: 1:1 consulting sessions with founder Dana Pollack covering business development, marketing, branding, operations, and food preparation. Virtual sessions via phone, Zoom, Google Meet, or FaceTime.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Dana's Bakery manufactures and sells gluten-free specialty baked goods, with French macarons in American-inspired flavors as its flagship product, alongside signature Mookies™ (cookies stuffed with macarons inside), Krisp Bars (gluten-free rice cereal treats), Black & White cookies, and vegan/dairy-free cookie lines. The company sells primarily through its own e-commerce site at danasbakery.com with nationwide UPS/FedEx shipping, and offers corporate gifting, custom logo printing on macarons, event towers, subscriptions, and 1:1 consulting services with the founder.

Product overview

Dana's Bakery is a direct-to-consumer gluten-free specialty bakery offering French macarons in American-inspired flavors alongside innovative cookie-macaron hybrid products. The core product portfolio centers on three main categories: Macarons (available as individual seasonal flavors, themed gift boxes, and event towers), Mookies™ (the company's signature cookie-stuffed-with-macaron innovation), and Krisp Bars (gluten-free rice cereal treats). The company also offers Black & White cookies, vegan/dairy-free cookie lines, and subscription/membership programs. Beyond food products, Dana's Bakery has expanded into non-perishable merchandise including cookbooks, branded knife sets, and consulting services. The business operates both direct-to-consumer e-commerce and corporate/wholesale channels offering customization services including custom colors, flavors, and logo printing on macarons for events and corporate gifting.

Differentiator

Problem solved

Functional benefit

Products and services

• Macarons French macarons in American-inspired flavors (Red Velvet, S'mores, Fruity Cereal, Thin Mint, Birthday Cake, Cosmic Brownie) made with almond flour and 100% gluten-free. Sold individually, in seasonal/gift boxes, and as tower displays. Target customers include individual consumers, corporate gifting buyers, and event planners.
• Mookies™ Signature Dana's Bakery innovation: a cookie with a macaron baked inside, available in flavors including Chocolate Chip, Funfetti, Strawberry Shortcake, Cosmic Brownie, S'mores Campfire, Fudge Stuffed Chocolate Chip, and seasonal varieties. Sold individually or in 5- and 10-count variety boxes. For individual consumers and gifting buyers.
• Krisp Bars 100% gluten-free rice cereal treats in regular and giant sizes. Flavors include Brown Butter OG, Cookies & Cream, Fruity Cereal, and seasonal varieties such as Valentine's Day Chubbies and Cupid's Arrow. Sold in boxes of 6 or 10. For individual consumers and gift-givers.
• Black & White Cookies Classic half-moon style cookies with vanilla and chocolate frosting in gluten-free and seasonal editions (Christmas, Valentine's Day, Easter Pastel, Red White and Blue, Neon Rainbow, Cinnamon Roll, Hot Chocolate). Sold in boxes of 6 or 12. For individual consumers and event/holiday buyers.
• Vegan & Dairy Free Cookies Cookies made completely dairy free, egg free, and gluten free for dietary-restricted consumers. Available in multiple flavors as part of the company's dairy-free collection.
• Corporate & Wholesale Custom Macarons Custom macaron orders for corporate events, client gifting, and bulk shipments. Includes custom colors, custom flavors, custom logo printing on macaron shells ($45 setup + $0.75 per macaron), and branded packaging. For corporate marketing teams, HR, and event planners. 14-day lead time for orders over 200 macarons.
• Macaron Towers Event display towers available in three sizes: Mini Tower (40 macarons, 4-tier, $194), Medium Tower (72 macarons, 6-tier, $336), and Mac Daddy Tower (225 macarons, 10-tier, $972.50). All towers include display trays and ship with protective casing. For wedding and event planners.
• Custom Party Favor Boxes Macaron favor boxes for weddings, baby showers, graduations, and birthdays. Available in boxes of 2, 4, or 12 macarons in any color or flavor, with personalization options including custom gift tags and custom-printed macarons. For event planners and individual party hosts.
• Dana's Bakery E-Gift Card Electronic gift cards available in denominations of $25, $50, and $100, sent instantly via email for use on danasbakery.com nationwide.
• The Signed Dana's Bakery Cookbook Dana Pollack's debut cookbook featuring 100 recipes organized by flavor themes (Cookie Dough, Death by Chocolate, Taste the Rainbow), signed editions available via danasbakery.com.
• Bake It Gluten-Free Signed Edition Dana Pollack's second cookbook featuring 100 classic dessert recipes transformed into gluten-free versions with ingredient substitution guidance, signed editions available via danasbakery.com and retail book channels.
• Dana Pollack x Schmidt Bros Knife Set Limited edition knife collection created in partnership with Schmidt Bros, including 8" Bread Knife, 8" Chef's Knife, 4" Paring Knife, and Forged Kitchen Shears in 100% German stainless steel with matte titanium finish.
• 1:1 With Dana Consulting Virtual mentorship and consulting sessions with founder Dana Pollack covering business development, branding, marketing, social media, operations, recipe testing, and cookbook creation. Available as 30-60 minute sessions via phone, Zoom, Google Meet, or FaceTime. For food entrepreneurs and small business owners.
• Subscription Club Monthly subscription service delivering different products including Black & Whites, Mookies™, and Cookies with subscription-exclusive flavors. Available in 3, 6, and 12-month durations with prepayment required, welcome cards, and handwritten note options for gift orders. For individual consumers seeking recurring delivery.
• Dana's Bakery 10th Birthday Pin Limited edition collectible macaron-shaped pin commemorating Dana's Bakery's 10-year anniversary in 2022.

Quantifiable outcome

• Inc. 5000 Fastest Growing Private Companies 2018 & 2019
• +2 more outcomes

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

Integration1 record

Feature4 records

Partnerships

One partnership is on record.

• Schmidt BrosflagshipStrategic or Co-development PartnerLimited edition knife set collaboration between Schmidt Bros x Dana Pollack featuring an 8" Bread Knife, 8" Chef's Knife, 4" Paring Knife, and Forged Kitchen Shears. Both family-owned brands on a mission to transform cooking. High carbon 100% German stainless steel knives with matte titanium finish.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Milk Bar: Christina Tosi's DTC bakery brand known for cookies, cakes, and innovative hybrid desserts (e.g., compost cookies, crack pie). Highly comparable to Dana's Bakery as a premium DTC e-commerce dessert brand with strong founder identity, nationwide shipping, and physical retail stores.
• Levain Bakery: Iconic NYC cookie brand famous for oversized stuffed cookies, with nationwide e-commerce shipping and a growing physical footprint. Direct peer on the cookie/DTC premium gifting model that Dana's Bakery competes with via Mookies™ and stuffed cookie boxes.
• Georgetown Cupcake: Premium cupcake brand with nationwide shipping, DC-based brand origin, and TV-show-driven brand awareness. Direct peer on DTC premium dessert gifting with similar price points and shipping-based go-to-market model.
• Baked by Melissa: DTC bite-size cupcake and treat brand built around novel formats, gift boxes, and corporate gifting. Comparable to Dana's Bakery in gifting occasion focus, multi-pack SKU strategy, custom corporate offerings, and NYC-based DTC marketing playbook.
• Insomnia Cookies: DTC and late-night delivery cookie brand with nationwide footprint and college-area retail. Comparable as a direct-to-consumer cookie brand with shipping and gifting capabilities overlapping Dana's Bakery's cookie assortment.
• Jacques Torres Chocolate: Celebrity chocolatier and macaron producer with retail locations, nationwide shipping, and strong founder-brand identity. Highly comparable to Dana's Bakery on the macaron product line, NYC-origin premium positioning, and direct-to-consumer gifting model.
• Magnolia Bakery: Established NYC bakery brand famous for cupcakes and banana pudding, with nationwide shipping and retail locations. Comparable to Dana's Bakery on DTC baked-goods shipping, gifting, and iconic NYC-brand positioning in the specialty dessert category.
• Tatte Bakery: East Coast artisan bakery and café chain with growing retail footprint and packaged baked goods. Comparable on premium bakery positioning, brand-led café/retail expansion, and gifting-oriented product line.

Broad incumbents

• Crumbl Cookies: Nationwide gourmet cookie franchise with a rotating flavor menu, hundreds of locations, and rapidly scaled brand recognition. Broader incumbent in the gourmet cookie category where Dana's Bakery competes with Mookies™ and cookie boxes.

Others

• Goldbelly: Online marketplace that aggregates and ships iconic American foods nationwide. Ecosystem enabler and potential distribution channel for Dana's Bakery rather than a direct competitor; useful comparable for shipping logistics and category aggregation dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/danasbakery/?hl=en
• TikToktiktok.com/@danasbakery
• Xx.com/danasbakery
• Facebookfacebook.com/DanasBakery

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Dana's Bakery