Dan-O's Seasoning

What Dan-O's Seasoning does

Dan-O's Seasoning, LLC is a Louisville, Kentucky-based, founder-owned consumer packaged goods company founded in 2015 that manufactures and sells all-natural seasoning blends and dry dip mixes. The company sells a portfolio of 27+ SKUs organized into four sub-brands: Premium Blends (Original, Adob-O, Cajun, Chili Lime, Chipotle, Crunchy, Italian-O, Lemon Pepper, Preem-O, SEA-soning, Spicy, Tac-O), Gold Standard (SPG Tri-O — a premium salt-pepper-garlic blend), Cheesonings® (parmesan-based blends including Jalapeño, Ranch, and Red Pepper variants), and Outlaws (bold BBQ and specialty blends). In February 2026 the company expanded into a fifth sub-brand, Dan-O's Dips, with four dry dip mix flavors.

The business operates a multi-channel go-to-market model spanning direct-to-consumer e-commerce on danosseasoning.com, third-party marketplaces (Amazon and TikTok Shop), wholesale/distributor partnerships, and physical retail. The company claims distribution in over 18,000 stores and has secured phased 2026 rollouts at three major US grocery chains — Publix (February), Kroger (April), and Meijer (July) — on top of an existing Walmart relationship. Products are sold both as individual bottles ($6.49–$12.98) and as pre-packaged bundles ranging from a 6-flavor starter ($36.99) to a 27-flavor Ultimate Bundle ($164.01), with a "Build Your Bundle" tool and active promotional discounting observed across the catalog.

The company's core technology is its proprietary blend formulations combining herbs, spices, sea salt, garlic, onion, and citrus peels without artificial additives, supported by a content engine of 100+ recipes filterable by protein, diet (Keto, Paleo, Vegan, Vegetarian), and cooking technique. The company is bootstrapped and privately held, with leadership comprising founder Dan Oliver and CEO Phillip Crosby, and a headcount of 51–100 employees.

Name

Dan-O's Seasoning

Legal name

Dan-O's Seasoning, LLC

Website

https://danosseasoning.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Dan-O's Seasoning is a Louisville, Kentucky-based, founder-owned CPG company founded in 2015 that sells 27+ all-natural seasoning blends and dry dip mixes through DTC e-commerce, Amazon, TikTok Shop, and over 18,000 retail stores including Walmart, Publix, Kroger, and Meijer.

Ownership category

akta.pro rank

Product category

Seasonings and Spices

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Ingredient Blends & Systems / Custom Formulation (Seasoning Systems, Functional Blends) (CRADAOAO)

akta.pro secondary industries

Spice Blends & Seasoning Mixes (Dry Rubs, Marinade Mixes) (AFAJANAD), Condiments, Sauces & Dressings (CRADAAAB), Dips, Salsas, Relishes & Chutneys Manufacturing (AFAKADAM)

Keywords

• Seasoning blends
• Dry dip mixes
• All-natural spices
• BBQ rubs
• Clean-label condiments

Headquarters

HQ city

Louisville

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, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through company's e-commerce website danosseasoning.com. Consumers purchase individual bottles, bundles, and merchandise with shipping to contiguous US states, with free standard shipping on orders over $30.
2. Retail Distribution: Wholesale and retail distribution through grocery chains including Publix, Kroger, and Meijer. Company accepts distributor and retailer applications through their wholesale partnership program.
3. Marketplace Sales: Sales through third-party online marketplaces including Amazon and TikTok Shop, with phased retail rollout strategy across major grocery chains.
4. Bundle Products: Pre-packaged bundle offerings including Ultimate Seasoning Bundle (27 flavors), Fan Favorites (16 flavors), Premium Seasoning Bundle (12 flavors), Everyday Seasoning Bundle (6 flavors), and Pitmaster Pack (7 bottles) at various price points.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels6 records

Core offering

Dan-O's Seasoning manufactures and sells all-natural, clean-label seasoning blends and dry dip mixes under multiple trademarked sub-brands including Premium Blends, Cheesonings, Outlaws, Gold Standard (SPG Tri-O), and Dan-O's Dips. The portfolio spans 27+ flavor SKUs sold as individual bottles, multi-flavor bundles, and branded merchandise, distributed through DTC e-commerce, online marketplaces, and major U.S. grocery chains.

Product overview

Dan-O's Seasoning is a Louisville-based all-natural seasoning brand founded in 2015, offering a diverse portfolio of seasoning blends and dry dip mixes. The product lineup comprises multiple sub-brands: Premium Blends (Original, Adob-O, Cajun, Chili Lime, Chipotle, Crunchy, Italian-O, Lemon Pepper, Preem-O, SEA-soning, Spicy, Tac-O), Gold Standard (SPG Tri-O), Cheesonings (Cheesoning, Jalapeño/Ranch/Red Pepper Cheesoning), and Outlaws (Blackened Bloody Mary, Butter Dust, Butter Steak, Spicy BBQ, Sweet Caribbean, Sweet & Tangy BBQ with Tamarind). The company recently expanded into the dip category with four dry mix varieties (Ranch, French Onion, Dill, Mexi-Ranch). Products are sold as individual bottles, multi-flavor bundles (6 to 27 flavors), and merchandise items. Distribution spans direct-to-consumer via the company website and major retail chains including Publix, Kroger, and Meijer.

Differentiator

Problem solved

Functional benefit

Brands

• Cheesonings: Cheese-infused seasoning blends including original Cheesoning, Jalapeño Cheesoning, Ranch Cheesoning, and Red Pepper Cheesoning
• Outlaws
• Gold Standard (SPG Tri-O)
• Dan-O's Dips
• Premium Blends

Products and services

• Premium Blends Seasoning Line A 12-flavor all-purpose seasoning line including Original, Adob-O, Cajun, Chili Lime, Chipotle, Crunchy, Italian-O, Lemon Pepper, Preem-O, SEA-soning, Spicy, and Tac-O, built on herbs, spices, sea salt, garlic, onion, and citrus peels with no artificial additives. Sold in small-size 2-packs and medium bottles to home cooks and food enthusiasts for everyday meal preparation.
• Cheesonings Line A four-flavor parmesan-based seasoning line: Original Cheesoning, Jalapeño Cheesoning, Ranch Cheesoning, and Red Pepper Cheesoning (3,000 SHU). Combines grated parmesan with Italian herbs and the Dan-O's Original profile for pasta, popcorn, vegetables, and finishing applications.
• Outlaws Bold Flavor Line A six-flavor bold and unconventional seasoning line: Butter Dust, Blackened Bloody Mary, Butter Steak, Spicy BBQ, Sweet Caribbean, and Sweet & Tangy BBQ Made With Tamarind. Targeted at BBQ enthusiasts, grillers, and pitmasters seeking steakhouse-style, smoky, and adventurous flavor profiles.
• SPG Tri-O Gold Standard Premium salt-pepper-garlic seasoning blend crafted with two types of salt, one bold black pepper, and three kinds of garlic for deep savory flavor. Positioned as the brand's flagship 'Gold Standard' for everyday cooking and steakhouse-style applications.
• Lemon Pepper Seasoning Newest addition to the Premium Blends line, combining fresh-squeezed lemon flavor with a peppery kick for chicken, seafood, vegetables, pasta, and other everyday dishes.
• Dan-O's Dips Dry Mix Line A four-flavor dry dip mix line: Ranch, French Onion, Dill, and Mexi-Ranch, designed for mixing with sour cream or Greek yogurt for parties, snacking, and cooking. Marketed as a 'Flavor Utility System' beyond dipping.
• Seasoning Bundles Pre-packaged multi-flavor bundles ranging from 6 to 27 flavors including the Essentials Bundle (6 flavors), Everyday Seasoning Bundle, Premium Seasoning Bundle (12 flavors), Fan Favorites (16 flavors), Ultimate Seasoning Bundle (27 flavors plus 4 dip mixes at $164.01), and Pitmaster Pack (7 bottles with all 6 Outlaws plus SPG Tri-O at $66.37). Designed to lift average order value and provide gift or trial packages.
• Branded Merchandise Branded apparel and accessories including the Upside-Down Logo Hat (five-panel structured cap with snapback closure) and the Outlaw Drink Sleeve (koozie for keeping beverages chilled during cooking or outdoor events). Sold through the DTC e-commerce site to support brand engagement.

Quantifiable outcome

• 27+ unique flavor varieties across seasoning and dip product lines
• +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

Feature5 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Dogfish HeadminorStrategic or Co-development Partner · 8 July 2024Dan-O's Seasoning collaborated with Dogfish Head craft brewery on a co-branded 'beers-are-included grill kit' product offering, combining Dan-O's seasoning products with Dogfish Head beer for a complete grilling experience.
• PublixcoreChannel Partner/ Reseller/ DistributorMajor grocery chain retail partnership for distribution of Dan-O's Dips product line and traditional seasoning varieties. Phased retail rollout beginning February 2026.
• KrogercoreChannel Partner/ Reseller/ DistributorMajor grocery chain retail partnership for phased distribution rollout beginning April 2026, expanding Dan-O's presence in mainstream grocery retail.
• MeijercoreChannel Partner/ Reseller/ DistributorMajor grocery chain retail partnership for phased distribution rollout beginning July 2026, providing midwest and additional geographic retail coverage.
• WalmartcoreChannel Partner/ Reseller/ DistributorNational retail partnership offering select Dan-O's products including Red Pepper Cheesoning and other varieties through Walmart's retail locations.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Olde Thompson: Private-label and branded seasoning/spice manufacturer serving grocery and club channels. Comparable as a seasoning blender selling into the same retail banners where Dan-O's is expanding.
• Spice Hunter: Specialty spice and seasoning brand with herb-forward, clean-label positioning similar to Dan-O's. Comparable in product category and grocery-channel distribution profile.
• Kinder's Seasonings & Sauces: Premium seasoning and BBQ sauce brand sold at major US grocery and club retailers, with a founder-led origin similar to Dan-O's. Directly comparable as a premium, clean-label seasoning brand scaling through national grocery distribution and DTC.

Emerging players

• Hidden Valley: Established ranch and dip mix brand now expanding adjacent dry seasoning offerings. Direct competitive overlap with Dan-O's Dips line and Ranch Cheesoning at grocery.
• Killer Hogs: Premium BBQ rub and seasoning brand competing in the grill/pitmaster occasion that Dan-O's Outlaws line targets. Comparable as a founder-led premium brand scaling through DTC and select retail.
• Meat Mitch: Competition BBQ pitmaster's branded rub and seasoning line, sold in grocery, club, and DTC. Comparable to Dan-O's Outlaws in BBQ-occasion positioning and scaling playbook.

Broad incumbents

• McCormick & Company: Dominant US spice and seasoning manufacturer owning Lawry's, Grill Mates, and many private-label programs. Operates broadly across the same category with overlapping retail placement at Walmart, Kroger, Publix, and Meijer.
• Tone's: Long-standing US spice and seasoning brand distributed across grocery channels. Comparable incumbent competing for the same everyday-cooking seasoning set at mainstream grocers.
• Lawry's: Established seasoning and marinade brand owned by McCormick, with deep retail penetration and broad assortment. Competes head-to-head with Dan-O's for seasoning set placement at major grocers.
• Weber Seasonings: Grill-centric seasoning and rub brand tied to a major grill hardware maker. Overlaps with Dan-O's Outlaws line in BBQ and grilling seasoning occasions and similar retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/danosseasoning
• YouTubeyoutube.com/channel/UCyP9TINtZzvTJfN69GskqLQ
• Facebookfacebook.com/danosseasoning
• LinkedInlinkedin.com/company/danos-seasoning
• Instagraminstagram.com/danosseasoning
• TikToktiktok.com/@danosseasoning
• Pinterestpinterest.com/danosseasoning

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Dan-O's Seasoning