MoonPie

What MoonPie does

MoonPie (legal entity: Chattanooga Bakery, Inc.) is a fifth-generation, family-owned American snack manufacturer founded in 1917 and headquartered at 900 Manufacturers Road, Chattanooga, Tennessee. The company produces marshmallow-filled graham cracker sandwich snacks in three sizes (single-decker, double-decker, mini) and a broad flavor portfolio (Chocolate, Banana, Vanilla, Salted Caramel, Mint, Lemon, Strawberry, Blueberry, and seasonal limited editions) at a single facility that operates five days a week on sixteen-hour shifts, producing over 1 million MoonPies daily. Beyond the core snack, the business operates a direct-to-consumer e-commerce storefront (shop.moonpie.com), a Personalized MoonPie Box customization service, a school and nonprofit fundraising program covering seven southeastern states, three physical factory stores in Tennessee, and a Recipe Lab content hub.

The business model blends mass-market wholesale distribution (Walmart, Kroger, Amazon) with specialty retail (Vitamin Shoppe, GNC, Bass Pro Shops, Cabela's), DTC e-commerce, fundraising, and a brand-licensing strategy that has spawned Power Pie protein snacks (FINAFLEX), RYSE MoonPie Loaded Protein powder, and G FUEL MoonPie energy drinks. Ancillary revenues include apparel/novelties, the SunBad Sunscreen co-brand, and event-driven concession sales at recurring American traditions such as The Masters (since 2008) and Mobile's Mardi Gras (estimated 500,000 MoonPies per year). Pricing is unit-based across channels, with premium tiers on personalized, protein, and licensed SKUs, and tiered fundraising programs at $1 and $10 price points. MoonPie's competitive positioning is built on 100+ years of brand heritage, Southern cultural entrenchment, a distinctive social media voice (developed with Clio-winning agency Tombras), and an awards-recognized clean-label Original Recipe line.

Name

MoonPie

Legal name

Chattanooga Bakery, Inc.

Website

https://moonpie.com

Company type

Private

Founded year

1917

Operating status

Operating

Headcount range

251–500 employees

Short description

MoonPie (Chattanooga Bakery, Inc.) is a 107-year-old, family-owned American snack manufacturer producing marshmallow-graham sandwich snacks at scale in Chattanooga, Tennessee. It sells via national retail, DTC e-commerce, school fundraising, and brand licensing in protein and energy categories.

Ownership category

akta.pro rank

Product category

Snack Foods / Marshmallow Sandwich Confectionery

NAICS

Cookie and Cracker Manufacturing (311821), Sugar and Confectionery Product Manufacturing (3113), Cookie, Cracker, and Pasta Manufacturing (31182)

SIC

Cookies & Crackers (2052), Bakery Products (2050)

akta.pro primary industry

Cookie & Brownie Shops (THAFAGAF)

akta.pro secondary industries

Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH), Health/Protein Snack Bars Manufacturing (AFAKAIAN)

Keywords

• Snack foods
• Marshmallow sandwiches
• Baked goods
• Confectionery products
• Fundraising snacks

Headquarters

HQ city

Chattanooga

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: MoonPie sells directly to consumers through shop.moonpie.com, offering personalized boxes, apparel, novelties, and fresh bakery products shipped from factory to consumer. This direct channel provides higher margins and consumer data.
2. Wholesale and Retail Distribution: MoonPie generates revenue through wholesale accounts with national retailers, grocery chains, convenience stores, and specialty retailers including Walmart, Kroger, Vitamin Shoppe, GNC, and Bass Pro Shops/Cabela's.
3. School Fundraising Programs: MoonPie offers school and nonprofit fundraising programs where organizations sell MoonPies (pre-order brochures, in-hand carriers) and keep a portion of proceeds. Programs include Patriotic Pies for military donations.
4. Licensing and Brand Extensions: MoonPie licenses its brand to partners for co-branded products including G FUEL energy drinks (with Gamma Labs), Power Pie protein snacks (with FINAFLEX), and MoonPie-branded protein powder (with RYSE Supplements).
5. Collaborative Product Partnerships: Limited-edition collaborations such as SunBad Sunscreen with Tombras Group demonstrate brand extension strategy into non-food categories, generating revenue through one-time product launches.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels12 records

Core offering

MoonPie manufactures and sells a marshmallow-filled graham cracker sandwich snack in Single-Decker, Double-Decker, and Mini sizes across flavors including Chocolate, Banana, Vanilla, Salted Caramel, Mint, Lemon, Strawberry, Blueberry, and seasonal offerings. The company also offers a Personalized MoonPie Box customization service, a school and nonprofit Fundraising Program (Pre-Order Brochures, In-Hand Carriers, Patriotic Pies), apparel and novelty merchandise through shop.moonpie.com, and licensed brand extensions such as Power Pie protein snacks and RYSE MoonPie Loaded Protein powder.

Product overview

MoonPie's product portfolio centers on its iconic marshmallow-and-graham-cracker sandwich snack — the core MoonPie product available in three sizes (Single-Decker, Double-Decker, and Mini) and a rotating range of flavors (Chocolate, Banana, Vanilla, Salted Caramel, Mint, Lemon, Strawberry, Blueberry, Pumpkin Spice, and seasonal LTO flavors). Beyond the snack itself, the company operates an e-commerce shop (shop.moonpie.com) selling direct, a Personalized MoonPie Box customization service, a school and non-profit Fundraising Program (with Pre-Order Brochures, In-Hand Carriers, and Patriotic Pies), a branded Recipe Lab with DIY MoonPie recipes, apparel and novelties, and a heritage Original Recipe line using the pre-1970s formula with Real Sugar and no preservatives. MoonPie's digital offerings include two voice-assistant products — MoonMate for Amazon Alexa and MoonMate for Google Assistant — both branded as a virtual 'roommate' personality. The company also runs an educational branded content site, the Apollo 11 Experience, commemorating the 50th anniversary of the lunar landing.

Differentiator

Problem solved

Functional benefit

Brands

• MoonMate: A virtual roommate Alexa skill that provides MoonPie facts, entertainment, and conversations for Alexa users.

Products and services

• MoonPie Marshmallow Sandwich (Chocolate, Banana, Vanilla, Salted Caramel, Mint, Lemon, Strawberry, Blueberry, seasonal flavors) The flagship marshmallow-filled graham cracker sandwich snack made by Chattanooga Bakery since 1917, available in Single-Decker, Double-Decker, and Mini sizes across a wide flavor portfolio for consumer snacking, gifting, and event concessions.
• Personalized MoonPie Box

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

18 partnerships are on record, tiered core and minor.

• FINAFLEXcoreOEM/ Whitelabel/ Licensing Partner · 1 August 2022Licensed Power Pie™ protein snack inspired by MoonPie. Non-GMO, all-natural ingredients, 14g protein per pie. Both chocolate and vanilla varieties. Distributed through gyms, Vitamin Shoppe, GNC, Walmart pharmacy. Manufactured in Evanston, IL at FINAFLEX co-pack facility.
• RYSE SupplementscoreOEM/ Whitelabel/ Licensing Partner · 1 August 2022Licensed MoonPie Loaded Protein combining 25g Whey Protein with whey Isolate, prebiotic fiber, and MCTs in Chocolate MoonPie flavor. 20-serving tub retailing around $35.99. Distributed through Walmart, mass/specialty chains, gyms, and online. Manufactured in Allen, TX.
• G FUEL (Gamma Labs)coreStrategic or Co-development Partner · 24 June 2020Co-developed G FUEL MoonPie, a sugar-free energy drink loaded with antioxidants from 19 fruit extracts, 10 calories, and 140mg caffeine per serving. Launched June 24, 2020. 'This is a super delicious and super fun extension of the iconic MoonPie brand into the energy space' - Tory Johnston, VP of Sales and Marketing.
• WinnebagominorStrategic or Co-development Partner · 17 September 2017Chattanooga Bakery and Winnebago partnered to create the 'MoonPie Memory Mobile,' a Winnebago Vista 31BE featuring MoonPie graphics for the brand's 100th anniversary 'Thank You America' RV Tour. The customized RV toured the country for four months making stops at customer offices, media outlets, festivals, and sporting events.
• TVA EnergyRightcoreOthersPartnership with Tennessee Valley Authority EnergyRight program for energy efficiency incentives. Helps Chattanooga Bakery conserve energy and save on electric bills while modernizing equipment and increasing production capacity.
• EPB (Electric Power Board)minorOthersChattanooga-based energy and communications company partnering with TVA to support MoonPie's sustainable manufacturing initiatives through energy efficiency programs.
• USOcoreGTM or Marketing PartnerPartnership to deliver free Mini MoonPies to soldiers. MoonPie, Averitt Express, and USO teamed up to deliver 10,000 MoonPies to Fort Campbell as part of the Patriotic Pies program supporting military families.
• Averitt ExpressminorGTM or Marketing PartnerDelivery partner for Patriotic Pies program, transporting 10,000 free MoonPies to Fort Campbell military base in partnership with USO.
• Orange Grove CentercoreStrategic or Co-development PartnerEmployment partnership since March 2013 providing meaningful work for Orange Grove associates (people with disabilities) who assist the Display team in assembling display units and school fundraising boxes. Named 2019 Employer of the Year.
• Boy Scouts of America - Cherokee Area CouncilminorGTM or Marketing PartnerSecond year partnership for annual fall fundraiser. Scouts sell bakery-fresh MoonPies in front of local retail stores and door-to-door, raising in excess of $200,000 to support local scouting in the 11-county Chattanooga area.
• Radio SoBrominorGTM or Marketing PartnerEntering 3rd year of sponsorship. All-digital streaming radio station focused on up-and-coming Nashville singer-songwriters. Includes on-air advertising and co-sponsored live 'writer round' performances 4x yearly at The Listening Room in Nashville.
• KrogerminorGTM or Marketing PartnerCo-sponsor with MoonPie and Truist of Radio SoBro live performances. Additional plans to leverage promotion in Kroger stores including digital carton features on artist social media.
• TruistminorGTM or Marketing PartnerCo-sponsor with MoonPie and Kroger of Radio SoBro live performances at The Listening Room in Nashville.
• Bass Pro Shops and Cabela'sminorGTM or Marketing PartnerSponsors of MoonPie School Fundraising Stellar Seller Award, providing cool prize packs including $500 Bass Pro/Cabela's gift cards for top-selling students nationwide.
• Harper GraceminorGTM or Marketing PartnerRising country music artist partnership for sweepstakes promotion. MoonPie, Radio SoBro, and Kroger partnered to offer fans chance to win trip to Nashville Harper Grace show with commemorative carton autographing event.
• NASAcoreGTM or Marketing PartnerCollaboration for 50th anniversary of Apollo 11 moon landing in 2019. Featured World's Largest MoonPie at NASA's U.S. Space & Rocket Center in Huntsville, AL. Brand connection to moon theme leveraged for commemorative branding and collectible merchandise.
• Tombras GroupcoreImplementation/ SI/ Consulting PartnerMoonPie's creative ad agency responsible for award-winning campaigns including MoonPie MoonMate Alexa skill (Clio Award Bronze) and 'Selling MoonPies to Aliens' campaign. Responsible for brand's quirky social media voice and identifying the Sun as MoonPie's 'mortal enemy #1' in brand strategy.
• Tombras GroupcoreImplementation/ SI/ Consulting PartnerCreative agency behind SunBad Sunscreen launch (June 21, 2020, Summer Solstice). 'Sun Bad Sunscreen: Protection From The Mean Old Sun' extended MoonPie's cheeky brand attitude into non-food category.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tastykake (Flowers Foods): Tastykake is a leading regional packaged snack cake brand (Kandy Kakes, Krimpets, Butterscotch Krimpets) under Flowers Foods, sold through the same grocery and c-store channels as MoonPie. Both compete in the multi-pack, individually-wrapped sweet snack segment with strong regional brand loyalty.
• Entenmann's (Grupo Bimbo): Entenmann's is a major packaged baked goods brand (donuts, cakes, cookies) under Grupo Bimbo, sold through the same grocery and mass channels as MoonPie. Both target the family snacking occasion with multi-pack, individually-wrapped sweet baked goods at similar price points.
• Hostess Brands: Hostess is the dominant U.S. mass-market snack cake brand (Twinkies, CupCakes, Ding Dongs) competing head-to-head with MoonPie in the individually-wrapped, multi-pack snack cake segment across grocery, c-stores, and club channels. Same target occasion (lunchbox, on-the-go snack), similar price tier, similar distribution model.
• Voortman Cookies: Voortman is a privately held North American cookie and cracker manufacturer competing with MoonPie in packaged cookie aisles at Walmart, Kroger, and other grocery channels. Similar mid-tier price positioning, similar packaged baked goods format, similar retail distribution model.
• Drake's Cakes (McKee Foods): Drake's Ring Dings, Devil Dogs, and Yodels are direct snack cake analogs to MoonPie — same individually-wrapped format, same mass-market channel mix, same family-owned parent (McKee Foods). Competes for the same lunchbox and convenience store shopper.
• Little Debbie (McKee Foods): Little Debbie is the closest direct peer — a privately held, family-owned packaged snack cake maker (Swiss Cake Rolls, Cosmic Brownies, Zebra Cakes) sold nationwide through the same convenience, grocery, and mass channels as MoonPie. Both brands compete for the same impulse-buy, individually-wrapped snack cake occasion at similar price points.
• Mrs. Fields: Mrs. Fields is an iconic American cookie and baked goods brand with direct-to-consumer e-commerce, retail stores, and licensed products — directly comparable to MoonPie's hybrid DTC-plus-retail-plus-licensing model. Both leverage heritage brand equity to sell cookies and sweet baked goods through personalized gifting and retail channels.

Broad incumbents

• Nabisco (Mondelez International): Mondelez's Nabisco portfolio (Oreo, Chips Ahoy!, Ritz, Premium) is the dominant U.S. cookie and cracker incumbent, competing with MoonPie in the same grocery and c-store aisles. Massive scale advantage, but MoonPie's heritage positioning and limited-edition flavor strategy differentiate it from the mainstream Mondelez SKUs.
• Pepperidge Farm (Campbell Soup): Pepperidge Farm is a broader packaged baked goods incumbent (Goldfish crackers, Milano cookies, frozen breads) under Campbell Soup, competing with MoonPie in the cookie and snack aisle with a much wider portfolio. Comparable cookie offerings but at a premium price tier and with national brand scale.
• Keebler (Ferrero): Keebler is a major U.S. cookie and cracker brand under Ferrero, competing with MoonPie across grocery and convenience channels with a much broader portfolio (Chips Deluxe, Fudge Stripes, Club crackers). Overlapping cookie category presence but with significantly larger scale and trade-spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/moonpie
• Facebookfacebook.com/moonpie
• Instagraminstagram.com/theoriginalmoonpie
• Pinterestpinterest.com/moonpie

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 MoonPie