Signature Brands, Inc
Signature Brands, Inc. is a U.S. consumer packaged goods company operating five household brands (Betty Crocker, Cake Mate, GiftPOP, PAAS, Pumpkin Masters) that supply dessert-decoration and seasonal celebration products to mass-retail consumers across North America.
- Company typePrivate
- Founded1951
- HeadquartersOcala, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
Signature Brands, Inc firmographics
Firmographics- Name
- Signature Brands, Inc
- Legal name
- Signature Brands, LLC
- Website
- https://signaturebrands.com
- Company type
- Private
- Founded year
- 1951
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Signature Brands, Inc. is a U.S. consumer packaged goods company operating five household brands (Betty Crocker, Cake Mate, GiftPOP, PAAS, Pumpkin Masters) that supply dessert-decoration and seasonal celebration products to mass-retail consumers across North America.
- Ownership category
- akta.pro rank
Signature Brands, Inc industry classification
Industry- Product category
- Baking & Dessert Decoration Consumer Products
- NAICS
- Gift, Novelty, and Souvenir Retailers (45942), Doll, Toy, and Game Manufacturing (339930)
- SIC
- Sugar & Confectionery Products (2060), Bakery Products (2050), Costume Jewelry & Novelties (3960)
- akta.pro primary industry
- Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting) (CRADABAN)
- akta.pro secondary industries
- Greeting Cards, Wrap & Party Supplies Retail (CRALAJAE), Seasonal & Gift Confectionery Wholesale (AFAIAFAH)
Keywords
Where Signature Brands, Inc is headquartered
LocationHeadquarters
- HQ city
- Ocala
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Signature Brands, Inc business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Distribution channels1 record
Marketing channels2 records
Signature Brands, Inc product offering
Product offeringCore offering
Signature Brands is a consumer packaged goods manufacturer that develops, produces, and sells baking, cake decorating, party decoration, Easter egg dyeing, and pumpkin carving products under a portfolio of household brands including Betty Crocker™, Cake Mate®, GiftPOP®, PAAS®, and Pumpkin Masters®. The company's offerings are sold through North American retail distribution channels and target individual consumers and households seeking products for home baking and seasonal celebration occasions.
Differentiator
Problem solved
Functional benefit
Brands
- Betty Crocker™: Dessert decoration and baking brand offering household products
- Cake Mate®
- GiftPOP®
- PAAS®
- Pumpkin Masters®
Products and services
- Betty Crocker™ (brand product line) A household baking and dessert decoration brand offering baking mixes, frostings, and decorating products for home bakers and households.
- Cake Mate® (brand product line) A cake decorating brand providing decorating tips, icing, and cake decoration accessories for home and professional use.
- GiftPOP® (brand product line) A party and celebration decoration brand offering party favors and festive decorations for households and party hosts.
- PAAS® (brand product line) An Easter egg decorating brand providing PAAS egg dye kits and seasonal egg decoration products for households celebrating Easter.
- Pumpkin Masters® (brand product line) A pumpkin carving and decoration brand offering kits, tools, and stencils for seasonal Halloween pumpkin decorating by households.
- Commercial Sales (bulk channel) A commercial sales channel offering Signature Brands' baking, cake decorating, and celebration decoration products in bulk to commercial buyers such as bakeries, schools, and foodservice operators.
Companies that use Signature Brands, Inc
Customer profileSegments1 record
Ideal customer profiles1 record
Signature Brands, Inc technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Signature Brands, Inc partnerships and signals
Strategic signalScale indicators1 record
Signature Brands, Inc competitors and assessment
Company assessmentDirect peers
- Amscan International (Party City Holdco): Major manufacturer and wholesaler of party goods, decorations, and disposable tableware. Directly comparable to GiftPOP in party-supply category and to seasonal Halloween/Christmas decor adjacent to Pumpkin Masters.
- Wilton Brands: Leading U.S. cake-decorating brand (Wilton) selling decorating tips, icing, pans, and accessories. The closest direct competitor to Cake Mate and a major shelf competitor in the same home-baking decorating category.
Emerging players
- Crayola (Hallmark Cards subsidiary): Iconic children's art and craft brand including seasonal craft kits and color/dye products. Comparable as a craft-kit brand sold to families for celebration/seasonal occasions, similar to PAAS and Pumpkin Masters.
- Elmer's Products (Newell Brands): Leading consumer craft and adhesive brand. Comparable to PAAS and Pumpkin Masters as a family-focused DIY/craft brand sold through mass retail and seasonal aisles.
- Creatology (Michaels): Michaels-owned consumer craft brand covering kids' craft kits, party supplies, and DIY decor. Directly adjacent to PAAS, Pumpkin Masters, and GiftPOP in family craft/celebration kits.
Broad incumbents
- American Greetings: Iconic greeting-card and seasonal celebration company with broad retail presence in cards, gift wrap, and seasonal merchandise. Comparable seasonal-celebration DNA and similar mass-retail channel dependence to Signature Brands' seasonal brands.
- Reynolds Consumer Products: Consumer packaged-goods company with seasonal kitchen and party-occasion brands (Reynolds, Hefty). Comparable in mass-retail distribution of celebration-occasion consumables and adjacent to GiftPOP and Cake Mate.
- Conagra Brands: Diversified packaged-foods major with multiple baking, dessert, and seasonal brands (e.g., Pillsbury, Duncan Hines). Competes for the same shelf space and household baking occasions as Signature Brands' portfolio.
- General Mills: Owner of the Betty Crocker brand that Signature Brands licenses. Operates the broader Betty Crocker product family (mixes, frostings, helper meals) and is the upstream licensor and a major adjacent competitor in the same baking aisle.
- Hallmark Cards: Diversified greeting-card and seasonal celebration company (including Crayola and Hallmark-branded seasonal merchandise). Comparable seasonal/celebration DNA and shares mass-retail channels with Signature Brands' holiday-driven brands.
Market position
Customer concentration
Signature Brands, Inc social profiles
Digital presenceSignature Brands, Inc financial estimates
Financial estimateRevenue estimate
Valuation estimate
Signature Brands, Inc leadership team
Management profileNumber of profiles
Signature Brands, Inc funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Signature Brands, Inc M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Signature Brands, Inc
What does Signature Brands, Inc do?
Signature Brands is a consumer packaged goods manufacturer that develops, produces, and sells baking, cake decorating, party decoration, Easter egg dyeing, and pumpkin carving products under a portfolio of household brands including Betty Crocker™, Cake Mate®, GiftPOP®, PAAS®, and Pumpkin Masters®. The company's offerings are sold through North American retail distribution channels and target individual consumers and households seeking products for home baking and seasonal celebration occasions.
Is Signature Brands, Inc a public or private company?
Signature Brands, Inc is a private company. It is classified as unknown and is currently operating.
When was Signature Brands, Inc founded?
Signature Brands, Inc was founded in 1951. It employs 251 to 500 people.
Where is Signature Brands, Inc based?
Signature Brands, Inc is headquartered in Ocala, United States, in the North America region.
Who are Signature Brands, Inc's main competitors?
Direct peers on record are Amscan International (Party City Holdco) and Wilton Brands. Emerging players are Crayola (Hallmark Cards subsidiary), Elmer's Products (Newell Brands) and Creatology (Michaels). Broad incumbents are American Greetings, Reynolds Consumer Products, Conagra Brands, General Mills and Hallmark Cards.
Does Signature Brands, Inc have an API?
No public API is recorded for Signature Brands, Inc.
What industry is Signature Brands, Inc in?
Signature Brands, Inc's product category is Baking & Dessert Decoration Consumer Products. Its primary akta.pro industry code is CRADABAN, Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting), with a secondary code of CRALAJAE, Greeting Cards, Wrap & Party Supplies Retail. Its NAICS code is 45942 and its SIC code is 2060.