Cup4Cup

What Cup4Cup does

Cup4Cup, LLC is a privately held, California-based consumer food products company founded in 2010 by Chef Thomas Keller. The company develops and sells a line of premium gluten-free flour blends and baking mixes under the Cup4Cup brand, marketed as a 1:1 (cup-for-cup) substitute for conventional wheat flour. The portfolio comprises three flour blends — Multipurpose Flour, Ancient Grains Flour, and Wholesome Flour — and six baking mixes (Pancake & Waffle, Chocolate Brownie, Cornbread, Chocolate Cake, Pie Crust, and Yellow Cake). All products are certified by the Non-GMO Project, the Gluten Free Certification Organization (GFCO), the Orthodox Union (Kosher), and are manufactured in an SQF Level 3 certified facility that is free from tree nuts, peanuts, and soy; the company emphasizes a neutral flavor profile and a 140-gram-per-cup weight specification that enables direct recipe substitution without reformulation.

The company's underlying technology is a proprietary gluten-free flour formulation developed and tested by chefs at Thomas Keller's acclaimed restaurants, including The French Laundry. Rather than a software platform, the technical moat resides in the ingredient blend itself, which addresses the well-known functional shortcomings (taste, texture, binding) of typical gluten-free flours. Cup4Cup does not develop or market any software, app, or API; the e-commerce site, content library, and email infrastructure are standard consumer-brand marketing assets rather than technology products.

Cup4Cup monetizes the brand through three revenue channels: direct-to-consumer sales via cup4cup.com in standard retail packaging (2 lb and 3 lb flour bags), offline retail distribution discoverable through a Storemapper-powered store locator, and a dedicated B2B wholesale channel offering 25-pound bulk bags to restaurants, bakeries, and food service operators (handled via [email protected]). Pricing is not publicly disclosed; both consumer and wholesale transactions are one-time purchases with no subscription or licensing model. The customer base spans health-conscious gluten-free home cooks (primary) and professional chefs/food service operators (secondary). The company is privately held, has no disclosed investors or funding rounds, operates with 1-10 employees, and is headquartered at 6540 Washington Street, Yountville, CA.

Name

Cup4Cup

Legal name

Cup4Cup, LLC

Website

https://cup4cup.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Cup4Cup, founded by Chef Thomas Keller in 2010, is a premium gluten-free flour and baking-mix brand offering 1:1 cup-for-cup substitutes for wheat flour. It serves gluten-free home cooks and professional kitchens across DTC, retail, and wholesale B2B channels in the United States.

Ownership category

akta.pro rank

Headquarters

HQ city

Yountville

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

Revenue model

1. Direct-to-Consumer Flour and Mix Sales: Cup4Cup sells its gluten-free flour blends and baking mixes directly to consumers through its e-commerce website. Products are available in standard retail packaging (2 lb and 3 lb bags for flours) and through a store locator for offline retail purchases.
2. Wholesale and B2B Bulk Sales: Cup4Cup offers six variants of flours and mixes in 25-pound bulk bags for restaurants, bakeries, and other professional food service operations. Wholesale accounts are managed through dedicated B2B inquiry contacts ([email protected]).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Cup4Cup manufactures and sells a proprietary line of gluten-free flour blends and baking mixes, including three flour blends (Multipurpose, Wholesome, Ancient Grains) and six baking mixes (Pancake & Waffle, Chocolate Brownie, Cornbread, Chocolate Cake, Pie Crust, Yellow Cake). The products are formulated as gram-for-gram, 1:1 cup-for-cup substitutes for conventional wheat flour, allowing seamless recipe substitution. Products are sold via direct e-commerce at cup4cup.com, through retail partners via a store locator, and in 25-pound bulk bags via wholesale to professional kitchens.

Product overview

Cup4Cup is Chef Thomas Keller's line of premium gluten-free flour and baking mixes that allows consumers to replace traditional flour in their favorite recipes cup-for-cup. The product portfolio consists of three core flour blends (Multipurpose Flour, Ancient Grains Flour, and Wholesome Flour) and six baking mixes (Pancake & Waffle Mix, Chocolate Brownie Mix, Cornbread Mix, Chocolate Cake Mix, Pie Crust Mix, and Yellow Cake Mix). The flours provide 1:1 substitution for conventional flours with exceptional taste, texture and performance, while the baking mixes offer ready-to-use solutions for specific applications like pancakes, waffles, brownies, cornbread, cakes, and pie crusts. All products are certified gluten-free, non-GMO, and kosher.

Differentiator

Problem solved

Functional benefit

Products and services

• Multipurpose Flour The original gluten-free flour and first 1:1 substitution for all-purpose and wheat flour, developed by chefs of Thomas Keller's acclaimed restaurants. It has a neutral flavor that does not change the taste of favorite recipes. Available in 2 lb and 3 lb bags for home bakers.
• Ancient Grains Flour A nutrient-dense, corn- and rice-free alternative made from whole oats, cassava, millet, sorghum, teff, and buckwheat. Delivers 18 grams of whole grains per serving and is dairy-free.
• Wholesome Flour The only non-GMO verified, nutrient-rich, dairy-free, gluten-free 1:1 substitution for whole wheat flour. Contains ground golden flaxseeds and rice bran delivering 3g fiber, 3g protein, 928mg Omega-3 fatty acids, and 10g whole grains per serving. Available in 2 lb bags.
• Pancake & Waffle Mix Premium gluten-free pancake and waffle mix producing light and fluffy pancakes and buttery waffles. Each recipe makes 8–10 pancakes or 6–8 waffles; also dairy-free and suitable for crepes and funnel cakes.
• Chocolate Brownie Mix A gluten-free, dairy-free brownie mix delivering chewy, fudgy, intensely rich brownies. One bag makes one 8"x8" pan of brownies; can also be used for cookies, cakes, and cupcakes.
• Cornbread Mix Premium gluten-free cornbread mix made with only non-GMO corn, combining naturally sweet corn, ideal cornmeal texture, and crust caramelization. Makes enough for one 9"x9" pan, one 10.25" cast iron skillet, or 12 muffins.
• Chocolate Cake Mix Premium gluten-free chocolate cake mix using rich Guittard Chocolate, producing a moist, flavorful, ideally textured cake suitable for any occasion. One bag makes two 9" round cake pans or 24 cupcakes.
• Pie Crust Mix Premium gluten-free, dairy-free pie crust mix delivering the same taste, texture, and performance as traditional-flour pie crust. One bag makes enough dough for one double-crust or two single-crust 9-inch pies.
• Yellow Cake Mix Premium gluten-free yellow cake mix that tastes and performs as well as or better than cakes made with gluten-based flours. One bag makes two 9" round cake pans or 24 cupcakes.

Quantifiable outcome

• One cup of Cup4Cup Multipurpose Flour weighs 140 grams (approximately 4.94 oz), enabling direct 1:1 substitution for conventional all-purpose flour by weight or volume.
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• K+M Chocolate (Kellermann Chocolate)minorStrategic or Co-development PartnerK+M Chocolate products are featured in Cup4Cup recipes as recommended or complementary ingredients. The Chocolate Olive Oil Cake recipe calls for K+M Morceaux dark chocolate, and Churros are paired with K+M Hot Chocolate dipping sauce. The relationship appears culinary-content-driven, where K+M products are recommended pairings in the Cup4Cup recipe ecosystem.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/cupforcup

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Cup4Cup