Tasty Baking Company

What Tasty Baking Company does

Tasty Baking Company, operating commercially as Tastykake, is a Philadelphia-based snack cake manufacturer founded on February 25, 1914, and currently a wholly-owned subsidiary of Flowers Foods, Inc. (NYSE: FLO). The company produces a portfolio of more than 100 products under the Tastykake brand, including snack cakes (Krimpets, Kandy Kakes, Juniors), pies (both baked and glazed varieties in fruit and chocolate flavors), mini donuts, Dipp'n Sticks donut sticks, Pecan Swirls pastries, and specialty items such as Kake Chips. Core trademarks — Tastykake, Krimpets, Kandy Kakes, Juniors, and Tasty-Klair — represent over a century of regional brand equity anchored in the Philadelphia and broader Mid-Atlantic market.

The underlying technology is conventional industrial baking and snack cake manufacturing rather than a software or platform stack; the company does not disclose proprietary production technology beyond 'over 100 years of baking experience.' Distribution is executed through traditional CPG retail channels — supermarket and grocery chains — across the East, Southeast, and Southwest United States, with a direct consumer engagement layer consisting of a website (product locator, recipes, blog), customer service phone line, email, and social media accounts on Facebook, Instagram, and X. Marketing is brand-led, leveraging organic social media, content marketing through recipes, email newsletters, national food holiday promotions, and recurring limited-edition co-marketing partnerships with major film franchises (Fantastic Four in 2015, Teenage Mutant Ninja Turtles in 2016, Transformers in 2017).

The business model is straightforward CPG unit sales through retail distribution; revenue is not separately disclosed because the company reports only through its publicly listed parent, Flowers Foods. Consumer-facing unit pricing is in the $2.99–$3.99 range for newer launches (Kake Chips, Mini Cupcakes), consistent with mass-market snack cake positioning. The end customer is the individual consumer purchasing for on-the-go snacking, lunchbox treats, and convenience occasions, and the customer segment is horizontal rather than verticalized. Strategic positioning emphasizes portability, brand heritage, and impulse-purchase suitability rather than premium or health-oriented differentiation.

Name

Tasty Baking Company

Legal name

Tasty Baking Company

Website

http://www.tastykake.com/

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Tasty Baking Company (Tastykake) is a Philadelphia-based snack cake manufacturer founded in 1914 and a wholly-owned subsidiary of Flowers Foods (NYSE: FLO), producing more than 100 products including Krimpets, Kandy Kakes, Juniors, pies, and donuts distributed through supermarket chains across the East, Southeast, and Southwest United States.

Ownership category

akta.pro rank

Product category

Packaged Baked Goods

NAICS

Bread and Bakery Product Manufacturing (31181), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050)

akta.pro primary industry

Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

akta.pro secondary industries

Bakery & Desserts Distribution (CRAOABAE), Bread & Pastry Specialty Stores (CRAHAGAC)

Keywords

• Snack cake products
• Packaged baked goods
• Consumer snack cakes
• Retail bakery brands
• Portable baked snacks

Headquarters

HQ city

Philadelphia

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Snack Cakes and Baked Goods Sales: Tasty Baking Company generates revenue through the manufacture and sale of snack cakes, pies, cookies, and donuts under the Tastykake brand. Products are sold through retail supermarket chains and other retail outlets throughout the Eastern United States, Southeast, and Southwest regions.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Tasty Baking Company manufactures and sells snack cakes, pies, cookies, and donuts under the Tastykake brand. Its core product lines include Krimpets, Kandy Kakes, Juniors, a range of portable pies (baked and glazed varieties), Mini Donuts, Dipp'n Sticks, and Pecan Swirls, distributed through supermarket and retail outlets across the East, Southeast, and Southwest United States.

Product overview

Tasty Baking Company (Tastykake) is a Philadelphia-based snack cake bakery founded in 1914 and now a subsidiary of Flowers Foods (NYSE: FLO). The company offers a diverse portfolio of portable snack products including: Pies (both baked and glazed varieties in fruit and chocolate flavors), Krimpets (sponge cake treats in butterscotch, creme filled, jelly, and Kollision varieties), Kandy Kakes (coated sponge cake with filling in peanut butter, chocolate, and coconut), Juniors (larger snack cakes in chocolate, coconut, Koffee Kake, and Kreamie varieties), Mini Donuts (powdered sugar, frosted, cinnamon, crunch, and lemon), Dipp'n Sticks (glazed donut sticks for dipping), Pecan Swirls and other pastries, and specialty items like Kake Chips. The products are distributed throughout the East, Southeast, and Southwest United States.

Differentiator

Problem solved

Functional benefit

Products and services

• Pies Portable hand pies with tender, flaky crusts filled with various flavors including apple, blueberry, cherry, coconut creme, lemon, chocolate, and Tasty Klair varieties, available in both baked and glazed formats.
• Krimpets Uniquely shaped sponge cake treats trademarked under the Krimpets brand, available in Butterscotch, Creme Filled, Jelly, and Kollision varieties.
• Kandy Kakes Sponge cake with rich filling, coated in tasty goodness. Available in Peanut Butter, Chocolate, and Coconut varieties.
• Juniors Snack cakes that replicate the experience of opening a slice of favorite cake, available in Chocolate, Coconut, Koffee Kake, and Chocolate Kreamie varieties.
• Mini Donuts Small-format donuts available in multiple varieties including Powdered Sugar, Frosted, Cinnamon, Crunch, and Lemon flavors, plus Dipp'n Sticks donut sticks (Chocolate and Lemon Blueberry) for dipping in milk or coffee.
• Pecan Swirls Classic pastry roll delivering swirls of cinnamon and pecans flavor, sold in 6-roll packs.
• Kake Chips Crunchy chip-like snacks made from cake, available in Birthday Kake and Salted Caramel flavors. Zero grams trans fat per serving, no artificial flavoring or preservatives.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• Paramount Pictures (Transformers: The Last Knight)minorGTM or Marketing Partner · 26 May 2017Summer 2017 partnership to celebrate Transformers: The Last Knight movie release. Created six limited edition Tastykake packages featuring Transformers characters on Minis, Butterscotch Krimpets, and Peanut Butter Kandy Kakes. Included nationwide sweepstakes with prizes including Transformers-themed merchandise and movie tickets.
• Paramount Pictures and Nickelodeon Movies (Teenage Mutant Ninja Turtles: Out of the Shadows)minorGTM or Marketing Partner · 4 May 2016Partnership for the Teenage Mutant Ninja Turtles: Out of the Shadows film release in 2016. Created four limited edition packages featuring each Ninja Turtle character on Minis items. Included 'Which Teenage Mutant Ninja Turtle Are You' online quiz with sweepstakes prizes including electronics and movie tickets.
• Twentieth Century Fox and Marvel (Fantastic Four)minorGTM or Marketing Partner · 15 July 2015Summer 2015 partnership with Fantastic Four movie release. Created four limited edition packages featuring each superhero character on various Tastykake products including Human Torch Peanut Butter Kandy Kakes, The Thing Creme Filled Krimpets, Invisible Woman Swirly Cupcakes, and Mr. Fantastic Chocolate Bells. Included sweepstakes with themed adventure trips.
• USO (United Service Organizations)coreStrategic or Co-development Partner · 24 February 2014Partnership with USO to celebrate Tastykake's centennial anniversary through the 'Birthday Moments' initiative supporting the USO's 'Every Moment Counts' campaign. The initiative honors servicemen and women and their families with special birthday moments through USO locations. Tastykake has a long history of military support, including shipping snack cakes to employees stationed overseas during World War II and continuing tradition of sending Tastykakes to troops.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Otis Spunkmeyer: Packaged muffins and sweet baked goods brand competing in CPG retail with individually wrapped single-serve formats analogous to Tastykake's Krimpets and Juniors.
• Entenmann's (Bimbo Bakeries USA): Iconic packaged baked goods brand (donuts, cakes, cookies) directly competing with Tastykake in the packaged snack cake category across U.S. retail.
• Mrs. Freshley's (McKee Foods): Value-priced packaged snack cake line from McKee Foods competing head-to-head with Tastykake on shelf and on price in CPG retail channels.
• Drake's Cakes (McKee Foods): Iconic East Coast snack cake brand (Ring Dings, Yodels, Devil Dogs) that competes most directly with Tastykake in the Northeast U.S. snack cake aisle, with similar regional heritage positioning.
• McKee Foods (Little Debbie / Drake's Cakes / Mrs. Freshley's): Private family-owned maker of Little Debbie snack cakes, Drake's Cakes (Ring Dings, Yodels), and Mrs. Freshley's. Direct competitor in individually packaged snack cakes sold through CPG retail channels.
• Hostess Brands (The Hostess Company, J.M. Smucker): The leading U.S. packaged snack cake brand (Twinkies, CupCakes, Donettes), now owned by The J.M. Smucker Co. Directly competes with Tastykake across snack cakes, pies, and donuts in the same retail channels.

Broad incumbents

• Grupo Bimbo (Bimbo Bakeries USA): Global baking conglomerate and owner of Entenmann's, Thomas', Sara Lee, and Marinela. Overlaps with Tastykake in snack cakes and donuts as part of a much broader U.S. packaged bakery portfolio.
• Flowers Foods (NYSE: FLO): Parent company of Tasty Baking Company and one of the largest U.S. baking companies, with brands including Nature's Own, Dave's Killer Bread, Wonder, and Mrs. Freshley's. Provides strategic and distribution context as the holding entity.

Regional players

• Marinela (Grupo Bimbo): Grupo Bimbo's snack cake brand with strong Hispanic consumer positioning and distribution primarily in Hispanic-skewed U.S. markets. Adjacent competitor in packaged snack cakes with overlapping retail presence.

Others

• Kroger (private label bakery): Large U.S. grocery retailer whose private-label snack cake and bakery lines compete on price and shelf space with branded players including Tastykake.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/tastykake
• Facebookfacebook.com/tastykake
• Instagraminstagram.com/Tastykake
• LinkedInlinkedin.com/company/tasty-baking-company

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 Tasty Baking Company