Pure Knead
Pure Knead is a woman-owned bakery founded in 2010 in Decatur, Georgia that produces allergen-free baked goods free from the Top 9 FDA-declared allergens, sold via DTC e-commerce, retail, and B2B food service channels to allergy-conscious consumers, vegans, restaurants, schools, and religious institutions.
- Company typePrivate
- Founded2010
- HeadquartersDecatur, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pure Knead does
Pure Knead is a privately held, woman-owned specialty bakery founded in 2010 by Michelle Kelly in Decatur, Georgia. The company manufactures and sells baked goods that are free from all nine FDA-declared major allergens (gluten, dairy, eggs, fish, peanuts, soy, shellfish, sesame, and tree nuts), produced on a dedicated allergen-free production line within a GFCO-certified facility to eliminate cross-contamination risk. Its product portfolio spans breads, hamburger and hot dog buns, hoagie rolls, dinner rolls, focaccia, muffins, cookies, and cupcakes, all formulated with all-natural ingredients, no preservatives, and vegan, kosher, and gluten-free certifications.
The business operates two parallel go-to-market motions: a direct-to-consumer retail channel (e-commerce website and retail storefronts shipping frozen product) and a B2B food service channel selling individual-wrapped packaged SKUs to restaurants, caterers, schools, and religious institutions such as churches purchasing allergen-free communion bread. Pricing is on a per-transaction basis with no disclosed subscription model. Marketing is concentrated on organic social channels (Facebook, Instagram, X) and the company website, with earned media coverage in Atlanta Parent Magazine, Georgia Public Broadcasting, and the Associated Press.
Pure Knead is led by founder/CEO/Chairman Michelle Kelly and President Deborah Shaw (previously a manager of Frannie's Gluten Free). The company has operated without disclosed institutional funding and remains a regionally focused, founder-controlled private business. Its customer base is highly fragmented across individual allergy-conscious consumers, vegans, food service operators, and institutional buyers, with no dominant anchor accounts.
Pure Knead firmographics
Firmographics- Name
- Pure Knead
- Website
- https://pureknead.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pure Knead is a woman-owned bakery founded in 2010 in Decatur, Georgia that produces allergen-free baked goods free from the Top 9 FDA-declared allergens, sold via DTC e-commerce, retail, and B2B food service channels to allergy-conscious consumers, vegans, restaurants, schools, and religious institutions.
- Ownership category
- akta.pro rank
Pure Knead industry classification
Industry- Product category
- Allergen-Free Bakery
- NAICS
- Bread and Bakery Product Manufacturing (31181), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Commercial Bakeries (311812), Cookie and Cracker Manufacturing (311821), Bakeries and Tortilla Manufacturing (3118)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052)
- akta.pro industry
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused)Frozen Bakery Products ManufacturingGluten-Free & Allergen-Friendly Bakery WholesaleFrozen Bakery & Dough Products Wholesale
Keywords
Where Pure Knead is headquartered
LocationHeadquarters
- HQ city
- Decatur
- HQ country
- United States
- HQ region
- North America
Markets served
Pure Knead business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Retail Baked Goods Sales: Pure Knead sells breads, buns, cookies, muffins, and cupcakes directly to consumers through their website and retail channels. Products are shipped frozen.
- Food Service B2B Sales: Bulk sales of allergen-free breads, buns, and baked goods to restaurants, catering companies, institutions, and foodservice operators.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Pure Knead product offering
Product offeringCore offering
Pure Knead manufactures and sells allergen-free baked goods — including breads, buns, rolls, muffins, cookies, and cupcakes — that are free from the Top 9 FDA-declared allergens. Products are produced on a dedicated allergen-free production line in a GFCO-certified facility to eliminate cross-contamination. The company distributes through a retail e-commerce channel for individual consumers and a food service channel supplying restaurants, caterers, schools, and institutions.
Product overview
Pure Knead is a woman-owned bakery company founded in 2010 that crafts allergen-free baked goods. The company offers two product lines: Retail Products (for consumer purchase) and Food Service Products (for restaurant and catering operators). The product portfolio includes allergen-free breads (white sandwich bread), buns (hamburger buns, hot dog buns, hoagie rolls), dinner rolls, focaccia, muffins (blueberry, double chocolate), cookies (chocolate chip, oatmeal raisin, snickerdoodle), and cupcakes (chocolate, vanilla). All products are free from the Top 9 FDA-declared allergens (gluten, dairy, eggs, fish, peanuts, soy, shellfish, sesame, and tree nuts), are all-natural, contain no preservatives, are vegan, kosher certified, and manufactured in a GFCO-certified dedicated allergen-free facility. The food service line offers individual-wrap (IW) portions of many retail items for operators serving allergy-conscious consumers.
Differentiator
Problem solved
Functional benefit
Products and services
- Pure Knead Allergen Free White Sandwich Bread (Retail)
Companies that use Pure Knead
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Pure Knead technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Pure Knead partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights5 records
Pure Knead competitors and assessment
Company assessmentDirect peers
- Three Bakers: Gluten-free bread and snack manufacturer producing whole grain gluten-free breads and baked goods for retail and foodservice. Comparable product category and channel mix to Pure Knead, with similar allergen-aware consumer positioning.
- Base Culture: Grain-free, gluten-free, and paleo bread maker selling loaves, buns, and baked goods direct-to-consumer and through retail. Comparable to Pure Knead as a small-batch specialty allergen-free bread brand targeting health-conscious and dietary-restricted consumers.
- Schar: Dr. Schär is a European leader in gluten-free baked goods with a broad portfolio of breads, buns, pizza, and sweets distributed internationally. Comparable to Pure Knead as a gluten-free/allergen-aware baked-goods manufacturer targeting both retail and foodservice customers.
- Little Northern Bakehouse: Gluten-free and vegan bread and bun maker distributed through retail grocery and natural foods channels. Closely comparable to Pure Knead in plant-based/allergen-free positioning, baked-goods SKU mix, and dual retail-foodservice go-to-market motion.
- Canyon Bakehouse: Gluten-free bread and bun specialist offering sandwich breads, hamburger buns, and bagels to retail and foodservice channels. Directly comparable to Pure Knead in product category, allergen positioning, and dual retail/foodservice GTM; was acquired by Flowers Foods, providing a strategic exit template.
- Udi's Gluten Free: Gluten-free bread, bun, and baked-goods brand owned by Conagra Brands, sold through grocery and foodservice channels. Directly competes in the same gluten-free baked goods category as Pure Knead with similar SKU structure and broad retail distribution.
Broad incumbents
- King Arthur Baking Company: Established national baking brand with a gluten-free product line including breads, mixes, and flours. Comparable to Pure Knead in bakery manufacturing and gluten-free SKU offering, with substantially broader scale, distribution, and brand recognition.
Emerging players
- Enjoy Life Foods: Allergen-free snacks and baking products (cookies, bars, baking mixes) free from the Top 14 allergens, owned by Mondelēz International. Comparable to Pure Knead in allergen-free formulation philosophy, though serving snack/baking-mix categories rather than breads.
- Simple Mills: Better-for-you baking and snack brand offering almond flour crackers, cookies, and baking mixes free from gluten, dairy, and artificial ingredients. Comparable to Pure Knead in allergen-free positioning and natural ingredient focus, though focused on snacks/mixes rather than breads.
- Bobo's: Better-for-you baked snack brand producing oat bars, toaster pastries, and baked bites, with allergen-friendly formulations. Comparable to Pure Knead in clean-label, allergen-aware baked-goods manufacturing and direct-to-consumer/retail distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Pure Knead social profiles
Digital presencePure Knead compliance and trust
Trust signalCompliance2 records
Pure Knead financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Knead leadership team
Management profileNumber of profiles
Profiles2 records
Pure Knead funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Knead 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 Pure Knead
What does Pure Knead do?
Pure Knead manufactures and sells allergen-free baked goods — including breads, buns, rolls, muffins, cookies, and cupcakes — that are free from the Top 9 FDA-declared allergens. Products are produced on a dedicated allergen-free production line in a GFCO-certified facility to eliminate cross-contamination. The company distributes through a retail e-commerce channel for individual consumers and a food service channel supplying restaurants, caterers, schools, and institutions.
Is Pure Knead a public or private company?
Pure Knead is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pure Knead founded?
Pure Knead was founded in 2010. It employs 1 to 10 people.
Where is Pure Knead based?
Pure Knead is headquartered in Decatur, United States, in the North America region.
How does Pure Knead make money?
Two revenue lines are on record. Retail Baked Goods Sales are the primary driver. The others are food Service B2B Sales.
Who are Pure Knead's main competitors?
Direct peers on record are Three Bakers, Base Culture, Schar, Little Northern Bakehouse, Canyon Bakehouse and Udi's Gluten Free. King Arthur Baking Company is listed as a broad incumbent. Emerging players are Enjoy Life Foods, Simple Mills and Bobo's.
Does Pure Knead have an API?
No public API is recorded for Pure Knead.
What industry is Pure Knead in?
Pure Knead's product category is Allergen-Free Bakery. Its primary akta.pro industry code is AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused), with a secondary code of AFAKAAAF, Frozen Bakery Products Manufacturing. Its NAICS code is 31181 and its SIC code is 2050.