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Duncan Hines

Full company profile

uuid000dpz6

Namestring
Duncan Hines
Legal namestring
Conagra Brands, Inc.
Websiteurl
duncanhines.com
Company typeenum
Private
Founded yearint
1970
Descriptiontext

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.

Short descriptiontext

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.

Operating statusenum
Operating
Ownership categoryenum
Headcount rangeband
11–50
akta.pro rankint
HeadquartersMississauga, Canada
HQ citystring
Mississauga
HQ countrystring
Canada
HQ regionstring
North America
Markets served

Serves global market

Offices1 record

Each record includes

City, Country, Type, Description, Source

Keyword5 values
baking mixes, cake mixes, brownie mixes, frosting products, pie fillings
Industry3 codes
1Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting)
CodeCRADABANPrimaryYes
2Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin)
CodeCRADAAADPrimaryNo
3Bakery Fillings, Icings & Decorations Manufacturing
CodeAFAKAAAHPrimaryNo
NAICS code2 codes
  • Bread and Bakery Product Manufacturing31181
  • Sugar and Confectionery Product Manufacturing3113
SIC code3 codes
  • Bakery Products2050
  • Sugar & Confectionery Products2060
  • Canned, Fruits, Veg, Preserves, Jams & Jellies2033
Product category
Baking Mixes
GTM motion1 record

Each record includes

Type, Description, Source

Revenue model1 record
1Baking Mixes and Frostings Sales
TypeOne Time License
Description

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.

duncanhines.com
Marketing channels5 records

Each record includes

Title, Type, Stage, Description, Source

Distribution channels3 records

Each record includes

Title, Type, Scope, Target buyer, Description, Source

Cost components6 values
Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Others
GTM typeB2C
B2C
Offering typeHardware or Manufacturing
Hardware or Manufacturing
Brand1 of 4 records shown
1Dolly Parton's Favorites
Description

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.

duncanhines.com
+3 more records
Core offering1 text field

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.

Differentiator
Functional benefit
Problem solved
Product overview1 text field

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.

Product and service1 record
1Classic Cake Mix
Scale indicator1 record

Each record includes

Type, Value, Description, Source

Partnership1 partner
1Dolly Parton
Strategic tierCoreTypeGTM or Marketing PartnerAnnounced on2025-12-23
Description

Dolly 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.

Recent move5 records

Each record includes

Date, Type, Title, Description, Source

Expansion highlight4 records

Each record includes

Type, Description

Market position
Competitive moat4 records

Each record includes

Type, Details

Key risks5 records

Each record includes

Headline, Details, Source

Key highlights6 records

Each record includes

Headline, Details, Source

Customer concentration

Classification, Details

Segment1 record

Each record includes

Title, Type, Primary, Description, Pain point addressed, Use case, Source

Ideal customer profile1 record

Each record includes

Profile, Firmographic size, Sales motion, Sales cycle length, Buying structure, Purchase trigger, Buyer persona, Geography, Industry vertical, Primary use case, Description, Pain points, Evidence proof points, Target buyer

Technology focused
No
API detail
Has APIbool
No

Docs URL, Description

AI maturity
App detail

Has app

Feature1 record

Each record includes

Title, Differentiator, Description, Source

Core technology
Revenue estimate
Valuation estimate
Number of profiles
Profiles1 record

Each record includes

Name, Designation, Designation category, Overview, Profile commentary, Source

No data
No data
Funding overview

Funding stage, Last funding date, Total funding USD

Funding rounds

Each record includes

Round, Amount USD, Date, Pre money valuation, Total investors, Investors, News

Investors

Each record includes

Name, Type, Date of entry, Rounds participated, Website

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Each record includes

Name, Acquisition type, Announced date, Completed date, Status, Website, News

Investment

Each record includes

Name, Round, Announced date, Lead investor, Website, News

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Duncan Hines

Baking Mixesduncanhines.com

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.

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

  • Baking mixes
  • Cake mixes
  • Brownie mixes
  • Frosting products
  • Pie fillings

Where Duncan Hines is headquartered

Location

Headquarters

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

  1. 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 offering

Core 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 profile

Segments1 record

Ideal customer profiles1 record

Duncan Hines technology and API

Technology

Technology 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 signal

Partnerships

One partnership is on record.

  • Dolly PartoncoreGTM or Marketing Partner · 23 December 2025Dolly 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 assessment

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Duncan Hines social profiles

Digital presence

Duncan Hines financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Duncan Hines leadership team

Management profile

Number of profiles

Profiles1 record

Duncan Hines funding detail

Funding detail

Funding 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 investment

M&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.

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Live signals
Tasting TableDuncan Hines Vs. Betty Crocker: Who Makes The Healthier Classic Yellow Cake Mix?Betty Crocker's classic yellow cake mix edges out Duncan Hines on nutrition, with 1 gram more protein, 0.5 gram less saturated fat, 1 gram less sugar, and 30 milligrams less sodium per serving. Both contain 160 calories and no fiber, but Betty Crocker also scores higher in taste tests.YahooDuncan Hines Vs. Betty Crocker: Who Makes The Healthier Classic Yellow Cake Mix?Betty Crocker's classic yellow cake mix edges out Duncan Hines on nutrition, with lower added sugar, sodium, and saturated fat. Both mixes have 160 calories per serving, but Betty Crocker has 17 grams of added sugar versus 18, and 2 grams of protein versus 1. The mix also tastes less artificial in a taste test.Tasting TableDuncan Hines Yellow Cake Mix Plus 2 Ingredients Is All You Need For Delicious Peach Dump CakeA peach dump cake recipe uses one to three cans of canned peaches, a box of Duncan Hines yellow cake mix, and melted butter. The mixture is baked at 350°F for about an hour. The recipe is presented as a quick, stress-free dessert for entertaining.YahooDuncan Hines Yellow Cake Mix Plus 2 Ingredients Is All You Need For Delicious Peach Dump CakeA peach dump cake is made with canned peaches, butter, and a box of yellow cake mix, baked at 350°F for an hour. The recipe notes flexibility in cake mix brands and optional additions like cinnamon, brown sugar, or nuts. It originated in Midwestern cookbooks in the 1960s.Tasting TableDuncan Hines Vs Pillsbury: Which Brand Has The Best Yellow Cake Mix?A Tasting Table test of a dozen yellow cake mixes ranked Duncan Hines Classic and Dolly Parton's Favorite as top two, with Pillsbury Moist Supreme third. Duncan Hines Classic was praised for its vanilla pudding scent and balanced flavor, while Pillsbury was noted as too sweet.YahooThe Best Boxed Spice Cake Mix, According to 3 BakersThree bakers—Laurel Randolph, Beth Branch, and Jennifer Stringfellow—recommend Duncan Hines Perfectly Moist Spice Cake mix as the best store-bought option. They praise its balanced moist-yet-springy texture, strong spice flavor, and 15.25-ounce size. The mix is versatile for cakes, cupcakes, and cookies.YahooDuncan Hines, Pillsbury, Or Betty Crocker: Which Cake Mix Brand Came First?Betty Crocker introduced the first boxed cake mix in 1947, beating Pillsbury and Duncan Hines. Pillsbury followed with a chocolate cake mix in 1948, and Duncan Hines later perfected homemade-tasting mixes. The article notes Duncan Hines now ranks highest in taste tests.Yahoo5 Discontinued Duncan Hines Cake Mixes That Deserve A RevivalDuncan Hines, which debuted cake mixes in 1951, has discontinued several flavors, including Burnt Sugar, Applesauce Raisin, Dutch-Topping, Caramel Supreme, and Sour Cream Chocolate. These mixes, advertised in the 1950s-1970s, are being recommended for revival due to nostalgic appeal.Tasting TableIf You Have A Box Of This Duncan Hines Cake Mix, You Have The Start To This Classic Southern DessertA recipe for the classic Southern dessert Sock-It-To-Me cake uses Duncan Hines Butter Golden cake mix, oil, sour cream, sugar, eggs, and a cinnamon-brown-sugar-pecan swirl. The batter is split into a bundt pan, with the swirl placed around the center before baking. The recipe notes the dessert deserves a comeback.Tasting TableThe Unexpected Way Duncan Hines Says You Can Make Quick And Easy CupcakesDuncan Hines published a recipe for air fryer cupcakes that can be made in under 15 minutes. The recipe reduces ingredients to half the standard amounts and shortens baking time to 10-14 minutes.