Duncan Hines
Duncan Hines is a heritage baking-mixes brand — cake, brownie, frosting, and pie-filling products — owned by Conagra Brands, Inc. and sold through Walmart, Amazon, and its own e-commerce site to mass-market home bakers.
- Company typePrivate
- Founded1970
- HeadquartersMississauga, Canada
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Duncan Hines does
Duncan Hines is a consumer packaged goods brand in the baking-mixes category, wholly owned by Conagra Brands, Inc. (NYSE: CAG) since 1997 and operated from Chicago, Illinois. The brand sells cake mixes (18+ flavors across Classic and Signature lines), brownie mixes, ready-to-use frostings in creamy and whipped varieties, muffins and crumble-bar mixes, Easy Kits and Mega Cookies, fruit pie fillings under the Comstock and Wilderness sub-brands, and specialty lines including the licensed 'Dolly Parton's Favorites' Southern-style range and a Keto Friendly low-carb portfolio. Underlying technology is formulation- and recipe-based (baking mix blends and ingredient systems) rather than software or platform-based; the closest analogue to a platform capability is a content marketing and recipe library supporting the brand's website and social channels.
The business model is straightforward branded-CPG: revenue is generated through one-time retail sales of packaged baking products, with go-to-market executed through mass retail (Walmart), e-commerce marketplaces (Amazon), and a direct-to-consumer storefront at duncanhines.com that includes a store locator. Marketing is anchored on heritage brand equity, an organic social presence on Instagram, Facebook, and Pinterest, and a recipe/baking-inspiration content library, supplemented by celebrity-licensing arrangements such as the Dolly Parton collaboration. The brand serves a horizontal consumer segment of everyday home bakers — both experienced and casual — seeking convenient baking solutions for celebrations and everyday occasions, with no enterprise or B2B customer base disclosed.
Pricing is not publicly disclosed and operates through retailer-set price points across channels. The company has no standalone disclosed financials; the brand does not file or report revenue independently of its parent, and growth signals are limited to incremental SKU and sub-brand additions rather than disclosed unit or revenue trajectories.
Duncan Hines firmographics
Firmographics- Name
- Duncan Hines
- Legal name
- Conagra Brands, Inc.
- Website
- https://duncanhines.com
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Duncan Hines is a heritage baking-mixes brand — cake, brownie, frosting, and pie-filling products — owned by Conagra Brands, Inc. and sold through Walmart, Amazon, and its own e-commerce site to mass-market home bakers.
- Ownership category
- akta.pro rank
Duncan Hines industry classification
Industry- Product category
- Baking Mixes
- NAICS
- Bread and Bakery Product Manufacturing (31181), Sugar and Confectionery Product Manufacturing (3113)
- SIC
- Bakery Products (2050), Sugar & Confectionery Products (2060), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)
- akta.pro primary industry
- Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting) (CRADABAN)
- akta.pro secondary industries
- Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD), Bakery Fillings, Icings & Decorations Manufacturing (AFAKAAAH)
Keywords
Where Duncan Hines is headquartered
LocationHeadquarters
- HQ city
- Mississauga
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Duncan Hines business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Others
Revenue model
- Baking Mixes and Frostings Sales: Duncan Hines generates revenue through the sale of baking mixes, frostings, and related products to consumers through retail and e-commerce channels. Products include cake mixes, brownie mixes, muffin mixes, frosting, pie fillings, and specialty lines.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Duncan Hines product offering
Product offeringCore offering
Duncan Hines manufactures and sells consumer baking products including cake mixes (Classic and Signature varieties with 18+ flavors), brownie mixes, ready-to-use frostings, pie fillings, muffin mixes, and specialty lines such as Keto Friendly and the licensed Dolly Parton's Favorites collaboration. The brand is owned by Conagra Brands, Inc. and distributes products through major retailers and its own e-commerce site for home bakers.
Product overview
Duncan Hines is a consumer packaged goods brand offering a portfolio of baking mixes and frostings for home bakers. The product portfolio centers on core cake mix lines (Classic and Signature varieties with 18+ flavors), brownie mixes, frostings (creamy and whipped varieties), and specialty lines including the licensed Dolly Parton's Favorites collaboration, Keto Friendly low-carb products, Easy Kits & Mega Cookies for convenience, and Muffin & Crumble Bar Mixes. The brand also distributes Comstock and Wilderness pie filling products. All offerings are positioned for everyday home baking occasions, from quick treats to special celebrations.
Differentiator
Problem solved
Functional benefit
Brands
- Dolly Parton's Favorites: A line of baking mixes and frostings created in collaboration with Dolly Parton, featuring Southern-style cakes, cookies, cornbread, biscuits, and muffins inspired by her roots.
- Keto Friendly
- Comstock
- Wilderness
Products and services
- Classic Cake Mix
Companies that use Duncan Hines
Customer profileSegments1 record
Ideal customer profiles1 record
Duncan Hines technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Duncan Hines partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Dolly PartoncoreDolly Parton collaborated with Duncan Hines to release holiday-themed baking mixes including cookies, muffins, and brownies. Products are promoted as simple, affordable, and inspired by her Southern roots. Available for purchase on Amazon and Walmart.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Duncan Hines competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Duncan Hines social profiles
Digital presenceDuncan Hines financial estimates
Financial estimateRevenue estimate
Valuation estimate
Duncan Hines leadership team
Management profileNumber of profiles
Profiles1 record
Duncan Hines funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Duncan Hines 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 Duncan Hines
What does Duncan Hines do?
Duncan Hines manufactures and sells consumer baking products including cake mixes (Classic and Signature varieties with 18+ flavors), brownie mixes, ready-to-use frostings, pie fillings, muffin mixes, and specialty lines such as Keto Friendly and the licensed Dolly Parton's Favorites collaboration. The brand is owned by Conagra Brands, Inc. and distributes products through major retailers and its own e-commerce site for home bakers.
Is Duncan Hines a public or private company?
Duncan Hines is a private company. It is classified as corporate owned and is currently operating.
When was Duncan Hines founded?
Duncan Hines was founded in 1970. It employs 11 to 50 people.
Where is Duncan Hines based?
Duncan Hines is headquartered in Mississauga, Canada, in the North America region.
How does Duncan Hines make money?
One revenue line is on record: baking Mixes and Frostings Sales.
Does Duncan Hines have an API?
No public API is recorded for Duncan Hines.
What industry is Duncan Hines in?
Duncan Hines's product category is Baking Mixes. Its primary akta.pro industry code is CRADABAN, Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting), with a secondary code of CRADAAAD, Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin). Its NAICS code is 31181 and its SIC code is 2050.