Baking Steel

What Baking Steel does

Baking Steel offers a variety of cooking accessories, including the baking steel plus, new baking steel pro, baking steel 16 kamado, baking steel pizza rocker, baking steel dough kit, baking steel griddle, and more. They have a 30-day refund policy.

Name

Baking Steel

Legal name

Baking Steel Company, LLC.

Website

https://bakingsteel.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Baking Steel provides baking steels, griddles, and accessories.

Ownership category

akta.pro rank

Product category

Home Cooking Equipment

NAICS

Bread and Bakery Product Manufacturing (31181)

SIC

Bakery Products (2050)

akta.pro primary industry

Baking Mixes, Doughs & Batters Manufacturing (AFAKAAAE)

Keywords

• Carbon steel baking
• Pizza steel products
• Cooking griddles
• Home baking tools
• Pizza accessories

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Baking Steel Products: One-time purchase of carbon steel baking products including Original, Plus, Pro, Kamado, Outdoor Oven steels, and griddles. Products are sold directly through e-commerce with prices ranging from $129-$229 for main steels.
2. Accessories: Supplementary products including pizza peels ($69-$79), cleaning bricks ($29), dough containers ($39), cooling racks ($20), pizza rockers ($69), bread boards ($99), carry all bags ($75), and cookbook.
3. 72-Hour Pizza Dough Mix: Pre-measured, pre-portioned organic pizza dough mix using Central Milling flour. Sold in packs of 1-6, priced $29-$139. Ships separately or with steel orders. Targets home pizza makers who want consistent dough quality.
4. Gift Cards: Digital gift cards available in $50 and $100 denominations for gifting the Baking Steel experience.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Baking Steel manufactures and sells carbon steel baking surfaces (pizza steels), reversible griddles, accessories, and a pre-measured pizza dough mix for home cooks. Products are hand-finished and seasoned with organic flaxseed oil at a family steel shop in Hanover, Massachusetts, and sold primarily direct-to-consumer through bakingsteel.com and Amazon.

Product overview

Baking Steel is a family-owned American company that manufactures carbon steel baking products for home pizza and bread making. The product portfolio centers on baking steels (Original, Plus, Pro, Modernist Cuisine Special Edition, Kamado, Outdoor Oven models) that replace traditional pizza stones by conducting heat 18x faster than ceramic, enabling pizzeria-quality crusts in home ovens in 5-7 minutes. Complementary griddle products (The Baking Steel Griddle, Skinny Griddle, Mini Griddle) offer reversible flat-top/baking steel surfaces for stovetop and grill use. The 72-Hour Pizza Dough Mix provides pre-measured organic dough ingredients for the fermentation process. An accessories line includes cherry wood pizza peels (12", 14", 16"), dough cutters, cleaning bricks, dough containers, cooling rack bracelets, pizza rockers, bread boards, and carry bags. The Baking Steel Kit bundles the Original steel with a peel, dough pack, and cleaning bricks as a complete starter set. A cookbook and gift cards round out the offering. All products are hand-finished and seasoned in Massachusetts, backed by a lifetime warranty.

Differentiator

Problem solved

Functional benefit

Products and services

• Baking Steel Original 1/4-inch thick solid carbon steel baking surface (16" x 14", 15 lbs) that conducts heat 18x faster than ceramic pizza stones, delivering pizzeria-quality crusts in 5-7 minutes. Pre-seasoned with organic flax oil and backed by a lifetime warranty. Priced at $129.
• Baking Steel Plus 15" x 20" solid carbon steel baking surface (22 lbs) designed for baking up to 4 sourdough loaves simultaneously or two 12-inch pizzas side by side. Pre-seasoned with organic flax oil. Priced at $169.
• Baking Steel Pro

Quantifiable outcome

• Heat conductivity 18x faster than ceramic pizza stones
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Modernist CuisinecoreStrategic or Co-development Partner · 1 January 2026Co-development partnership with Nathan Myhrvold's culinary research lab. Modernist Cuisine Special Edition Baking Steel (3/8" thick) co-developed and carries their endorsement. The Modernist Cuisine cookbook series is James Beard Award-winning and considered the gold standard in culinary science.
• Kenji López-AltcoreGTM or Marketing PartnerFood scientist and Serious Eats writer who tested the Baking Steel in 2012 and wrote a positive review that sent thousands of readers to the Kickstarter campaign, transforming it into a viral success.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Ooni: Ooni is the leading portable outdoor pizza oven brand, selling directly to home pizza enthusiasts with a complementary product portfolio (ovens, accessories, dough mixes). Baking Steel designs specific SKUs to fit Ooni ovens, and both brands target the same home pizza maker through community-led D2C marketing.
• Made In Cookware: Made In is a D2C premium cookware brand selling direct to home cooks through a chef-endorsed, content-driven model very similar to Baking Steel's. Both companies target culinary enthusiasts via e-commerce, with strong founder/chef storytelling and Made-in-(USA/France) positioning.
• Anova Culinary: Anova (owned by Breville) makes precision sous vide and combi ovens and has a co-developed "Baking Steel x Anova Precision Oven" product. The two companies share a tech-integrated D2C cookware positioning targeting serious home cooks.

Broad incumbents

• Lodge Manufacturing: Lodge is the largest U.S. cast iron cookware manufacturer, competing in the same carbon-based cooking surface category as Baking Steel. While Baking Steel uses carbon steel for pizza and griddling, Lodge occupies the adjacent cast iron skillet/Dutch oven space and represents a much larger incumbent in heat-retaining cooking surfaces.
• Breville: Breville is a broad incumbent in premium home kitchen appliances and cooking tools, including pizza ovens, grills, and countertop ovens. Its wide product portfolio overlaps with Baking Steel's category and includes co-marketing relationships with Anova (Baking Steel's integration partner).
• Big Green Egg: Big Green Egg is the leading kamado-style grill brand, and Baking Steel produces a dedicated Kamado SKU sized to fit the Big Green Egg Large. Both brands serve the outdoor/backyard cooking enthusiast with complementary grill + pizza accessories.

Emerging players

• Solo Stove: Solo Stove built a large D2C brand around outdoor fire pits and pizza ovens, using community-driven content marketing to reach backyard cooking enthusiasts. While its core product is fire pits, Solo Stove's pizza-oven expansion overlaps with Baking Steel's outdoor pizza maker segment.
• Smithey Ironware: Smithey is a smaller D2C cast iron and carbon steel cookware brand that sells premium, heritage-positioned cookware direct to home cooks. Like Baking Steel, it competes on craftsmanship, Made-in-USA, and chef credibility rather than mass-market price.
• Goldbelly: Goldbelly is a D2C curated food marketplace that monetizes food-obsessed consumers through content-led marketing. While it sells food rather than cookware, its newsletter- and content-driven funnel mirrors Baking Steel's community-led acquisition model in the home-pizza enthusiast segment.
• Hedley & Bennett: Hedley & Bennett is a D2C premium kitchen apron and tools brand, founded by a chef and built on culinary-credibility storytelling similar to Baking Steel. While it doesn't sell pizza steels, it competes for the same chef-endorsed, content-driven home cook customer.

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bakingsteel
• YouTubeyoutube.com/channel/UCpG81Xa-wHu8P7s_RjzBaBg
• Facebookfacebook.com/BakingSteel
• LinkedInlinkedin.com/company/baking-steel
• Instagraminstagram.com/bakingsteel
• TikToktiktok.com/@bakingsteel

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 Baking Steel