Flatout
Flatout is a private, Michigan-based CPG manufacturer founded in 1990 that produces and markets premium, better-for-you flatbreads under its own brand. It serves retail and foodservice customers with 51-100 employees and is backed by North Castle Partners.
- Company typePrivate
- Founded1990
- HeadquartersSaline, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Flatout does
Flatout is a Saline, Michigan-based manufacturer and marketer of premium and better-for-you flatbreads and flatbread products. Founded in 1990 by Mike Marsh and Stacey Marsh, the company has operated for over three decades in the specialty flatbread category, positioning itself as differentiated versus commodity bread and tortilla alternatives. The product line is built around flatbread formats marketed under the Flatout brand, emphasizing health-oriented attributes (e.g., higher protein, lower net carbs, whole grain formulations typical of the better-for-you flatbread subcategory), though specific SKU details and nutritional claims are not enumerated in the available data.
The company is a private, for-profit CPG business with 51-100 employees. It is led by its co-founders Mike Marsh and Stacey Marsh. In 2010, Flatout received an investment from North Castle Partners, a private equity firm known for backing consumer and health-and-wellness brands. The business distributes through mainstream retail and foodservice channels (its website flatoutbread.com implies a consumer-facing brand presence), but specific retailer relationships, distribution footprint, and pricing mechanics are not disclosed in the available data.
No technology platform, AI/ML capability, app, or proprietary software stack is described. The company's revenue model and unit economics are not publicly disclosed. The available data is sufficient to characterize the basic business proposition — branded, premium, better-for-you flatbreads sold via retail/foodservice — but is thin on operational, financial, and go-to-market specifics, which limits the precision of any deeper analytical inference.
Flatout firmographics
Firmographics- Name
- Flatout
- Website
- https://flatoutbread.com
- Company type
- Private
- Founded year
- 1990
- Headcount range
- 51–100 employees
- Short description
- Flatout is a private, Michigan-based CPG manufacturer founded in 1990 that produces and markets premium, better-for-you flatbreads under its own brand. It serves retail and foodservice customers with 51-100 employees and is backed by North Castle Partners.
- Ownership category
- akta.pro rank
Flatout industry classification
Industry- Product category
- Specialty Baked Goods
- NAICS
- Bread and Bakery Product Manufacturing (31181), Commercial Bakeries (311812)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Frozen Pizza & Flatbreads (CRADADAB)
- akta.pro secondary industries
- Frozen Bakery Products Manufacturing (AFAKAAAF), Frozen Bakery & Dough Products Wholesale (AFAIAHAD)
Keywords
Where Flatout is headquartered
LocationHeadquarters
- HQ city
- Saline
- HQ country
- United States
- HQ region
- North America
Markets served
Flatout business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Flatout product offering
Product offeringCore offering
Flatout manufactures and markets premium, better-for-you flatbread products, including wraps and flatbreads targeted at health-conscious consumers. The company sells its branded baked goods through retail grocery and foodservice distribution channels in the United States.
Differentiator
Problem solved
Functional benefit
Products and services
- Flatout Flatbread Products Premium, better-for-you flatbreads and flatbread products (including wraps) marketed under the Flatout brand, sold through U.S. retail grocery and foodservice channels to health-conscious consumers and food operators.
Companies that use Flatout
Customer profileIdeal customer profiles2 records
Flatout technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Flatout partnerships and signals
Strategic signalRecent moves2 records
Flatout competitors and assessment
Company assessmentDirect peers
- Toufayan Bakeries: Family-owned manufacturer of flatbreads, pita, wraps, and lavash, with overlapping product formats and retail distribution to Flatout. Comparable on product mix and scale profile.
- La Tortilla Factory: Specialty tortilla and wrap manufacturer focused on better-for-you, whole-grain, and low-carb SKUs. Closely overlaps Flatout's better-for-you positioning and wraps category.
- Joseph's Bakery: Manufacturer of lavash flatbreads, pita, and wraps marketed for low-carb and better-for-you consumption. Directly comparable product and nutritional positioning to Flatout.
- New York Bakery (The Marzetti Company): Frozen flatbread and garlic bread brand owned by The Marzetti Company. Directly comparable frozen flatbread SKU set and retail channel; sister brand to Flatout within Marzetti portfolio.
Broad incumbents
- Mission Foods: Largest U.S. tortilla and wrap manufacturer (GRUMA subsidiary) with deep retail and foodservice penetration. Comparable on flatbread/wrap platform but operates at significantly larger scale.
- Ole Mexican Foods: Major U.S. tortilla and wrap producer with broad retail distribution. Overlaps Flatout on wrap/tortilla category but operates at significantly larger scale.
- Bimbo Bakeries USA: Largest U.S. baked-goods manufacturer (part of Grupo Bimbo) with extensive brand portfolio and distribution. Comparable on bakery manufacturing but vastly larger scale and broader category.
- Pepperidge Farm (Campbell Soup Company): Premium baked-goods and snack brand (Goldfish, breads, flatbreads) owned by Campbell. Overlaps on premium baked-goods positioning but operates across many categories.
Emerging players
- The Simply Good Foods Company (Atkins): Owns the Atkins brand, which markets better-for-you wraps and flatbreads targeting low-carb consumers. Overlaps Flatout on better-for-you positioning within wraps/flatbreads.
- Canyon Bakehouse: Specialty gluten-free baked-goods and flatbread brand. Overlaps Flatout on better-for-you baked-goods positioning and flatbread product formats.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights4 records
Customer concentration
Flatout social profiles
Digital presenceFlatout financial estimates
Financial estimateRevenue estimate
Valuation estimate
Flatout leadership team
Management profileNumber of profiles
Profiles2 records
Flatout funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Flatout 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 Flatout
What does Flatout do?
Flatout manufactures and markets premium, better-for-you flatbread products, including wraps and flatbreads targeted at health-conscious consumers. The company sells its branded baked goods through retail grocery and foodservice distribution channels in the United States.
When was Flatout founded?
Flatout was founded in 1990. It employs 51 to 100 people.
Where is Flatout based?
Flatout is headquartered in Saline, United States, in the North America region.
Who are Flatout's main competitors?
Direct peers on record are Toufayan Bakeries, La Tortilla Factory, Joseph's Bakery and New York Bakery (The Marzetti Company). Broad incumbents are Mission Foods, Ole Mexican Foods, Bimbo Bakeries USA and Pepperidge Farm (Campbell Soup Company). Emerging players are The Simply Good Foods Company (Atkins) and Canyon Bakehouse.
Does Flatout have an API?
No public API is recorded for Flatout.
What industry is Flatout in?
Flatout's product category is Specialty Baked Goods. Its primary akta.pro industry code is CRADADAB, Frozen Pizza & Flatbreads, with a secondary code of AFAKAAAF, Frozen Bakery Products Manufacturing. Its NAICS code is 31181 and its SIC code is 2050.