LorAnn
LorAnn Oils is a family-owned manufacturer of concentrated flavorings and essential oils founded in 1962 in Lansing, Michigan. The company serves home bakers, candy makers, and commercial food businesses through direct retail and wholesale e-commerce channels with a 400+ SKU catalog.
- Company typePrivate
- Founded1962
- HeadquartersLansing, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What LorAnn does
LorAnn Oils is a family-owned manufacturer and direct-to-consumer distributor of concentrated flavorings and essential oils, founded in 1962 and headquartered at 4518 Aurelius Road, Lansing, Michigan. The company operates a dual-channel e-commerce business: a retail storefront (lorannoils.com) serving home bakers, candy makers, and DIY enthusiasts, and a separate wholesale portal (lorannwholesale.com) serving approved business customers including bakeries, confectioners, and food manufacturers. Its catalog spans over 400 SKUs organized into super-strength concentrated flavors (3-4x stronger than traditional extracts), compounded natural flavors, water-based bakery emulsions marketed under the 'Better Than Extracts' sub-brand, premium vanillas (Madagascar and Tahitian varieties, including organic and clear imitation options), ice cream and beverage concentrates under the 'Flavor Fountain' sub-brand, food colors (liquid, gel, and powder formats), essential oils, specialty ingredients, and tools/accessories. Underlying technology centers on concentrated flavor extraction via steam distillation and cold expression, water-based emulsion formulation that retains flavor during high-heat baking where alcohol-based extracts lose potency, and dosage-controlled concentrates for frozen dessert applications.
The revenue model is straightforward transactional product sales via owned e-commerce storefronts. Retail pricing is pay-as-you-go with free shipping on orders over $50 within the contiguous US and no minimum order requirements; wholesale pricing offers bulk sizes up to 55-gallon drums, case-packs, and free freight on qualified orders above $750, with no minimum orders either. Both channels are self-serve and supported by an active multi-platform social presence (Instagram, Facebook, YouTube, TikTok, Pinterest), a recipe blog, and an email newsletter. LorAnn is privately held with no disclosed institutional investors, funding rounds, subsidiaries, or acquisition history, and the company name appears on the Leadership section as John Grettenberger, Chief Executive Officer. Geographic reach is concentrated in the United States, with international orders handled only via direct customer-service inquiry.
LorAnn firmographics
Firmographics- Name
- LorAnn
- Legal name
- LorAnn Oils
- Website
- https://lorannoils.com
- Company type
- Private
- Founded year
- 1962
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- LorAnn Oils is a family-owned manufacturer of concentrated flavorings and essential oils founded in 1962 in Lansing, Michigan. The company serves home bakers, candy makers, and commercial food businesses through direct retail and wholesale e-commerce channels with a 400+ SKU catalog.
- Ownership category
- akta.pro rank
LorAnn industry classification
Industry- Product category
- Specialty Food Ingredients and Flavorings
- NAICS
- Flavoring Syrup and Concentrate Manufacturing (31193), Flavoring Syrup and Concentrate Manufacturing (311930), Confectionery Merchant Wholesalers (42445)
- SIC
- Food And Kindred Products (2000), Wholesale-Groceries & Related Products (5140), Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)
- akta.pro secondary industries
- Bakery Fillings, Icings & Decorations Manufacturing (AFAKAAAH), Pastry, Cakes & Desserts Wholesale (AFAIAFAB), Gluten-Free & Allergen-Friendly Bakery Wholesale (AFAIAFAF)
Keywords
Where LorAnn is headquartered
LocationHeadquarters
- HQ city
- Lansing
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LorAnn business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Product Sales: Direct-to-consumer sales of flavorings, food colors, vanilla extracts, essential oils, candy making supplies, and accessories through lorannoils.com. Customers include home bakers, candy makers, and DIY enthusiasts.
- Wholesale/B2B Sales: B2B sales through the LorAnn Wholesale Program (lorannwholesale.com) offering exclusive wholesale pricing, bulk sizes up to 55-gallon drums, and access to case-packs and merchandising aids for approved business customers including bakeries, confectioners, and food manufacturers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Retail consumer pricing for individual products |
| Unit Pricing | Pay-as-you-go | Wholesale pricing for approved business customers |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
LorAnn product offering
Product offeringCore offering
LorAnn Oils manufactures and distributes concentrated flavorings, bakery emulsions, vanilla extracts, food colors, essential oils, and complementary baking and candy-making supplies under its own brand portfolio. The company sells these products both directly to home bakers, candy makers, and DIY consumers through a retail e-commerce site and to approved commercial customers (bakeries, confectioners, food manufacturers, retailers) through a dedicated wholesale program offering bulk sizes, wholesale pricing, and free freight on qualifying orders.
Product overview
LorAnn is a specialty flavoring and food ingredient company founded in 1962, offering a comprehensive portfolio of professional-grade flavorings and baking supplies. The product lineup centers on multiple flavor product lines: Super-Strength Flavors (highly concentrated oils 3-4x stronger than extracts), Compounded Natural Flavors (natural ingredients for everyday recipes), LorAnn Better Than Extracts Bakery Emulsions (water-based alternatives to alcohol extracts), Premium Vanillas (extracts, bean pastes from Madagascar/Tahitian sources), Flavor Fountain Ice Cream & Beverage Flavors (frozen dessert-specific concentrates), and Essential Oils (botanical oils for aromatherapy and culinary use). Complementary categories include Food Colors (liquid, gel, and powder formats), Tools and Accessories (candy molds, thermometers, packaging), Ingredients/Kits/Collections (chocolate coatings, candy mixes, specialty ingredients), and a Wholesale Program for business customers. The company operates both retail and wholesale e-commerce channels with no minimum order requirements.
Differentiator
Problem solved
Functional benefit
Brands
- Better Than Extracts: Bakery Emulsions product line marketed under the LorAnn Better Than Extracts brand
- Flavor Fountain
Products and services
- Super-Strength Flavors & Food-Grade Essential Oils
Companies that use LorAnn
Customer profileSegments2 records
Ideal customer profiles2 records
LorAnn technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
LorAnn partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
LorAnn competitors and assessment
Company assessmentDirect peers
- Americolor: Specialty food color manufacturer producing soft gel paste colors for baking, cake decorating, and confectionery. Competes with LorAnn in the highly concentrated food color category for both retail and foodservice customers.
- Nielsen-Massey Vanillas: Specialty manufacturer of premium vanilla extracts, pastes, and powders sold to both retail home bakers and commercial food manufacturers. Directly comparable to LorAnn's Premium Vanillas and Bakery Emulsions lines serving overlapping customer segments.
- Capella Flavors: Manufacturer of highly concentrated flavor drops used in baking, beverages, vaping, and DIY food crafting. Closely parallels LorAnn's Super-Strength concentrated flavor positioning and multi-use-case product strategy.
- Adams Extract: Long-established US manufacturer of vanilla extracts, food colors, and baking spices sold to retail and foodservice. Closely mirrors LorAnn's product mix in extracts, food colors, and baking ingredient categories.
- Rodelle: Specialty producer of vanilla extracts, baking ingredients, and natural flavorings for home and professional bakers. Overlaps with LorAnn on premium vanilla, organic options, and DTC + wholesale distribution to bakeries.
- Olive Nation: Online specialty retailer and supplier of baking ingredients, flavorings, and extracts with strong DTC and wholesale presence. Comparable to LorAnn in product breadth across baking flavors, food colors, and candy-making supplies.
- Chefmaster: Manufacturer of concentrated food colors, icings, and decorating supplies for bakers and cake decorators. Directly overlaps with LorAnn's food color portfolio (liquid, gel, powder) for retail and professional cake/candy applications.
- Bakell: Specialty baking ingredients brand offering edible dusts, flavorings, and color products for cake decorators and home bakers. Competes with LorAnn in food colors and concentrated flavorings for the baking/cake decorating community.
Broad incumbents
- Frontier Co-op: Large wholesale and retail supplier of organic herbs, spices, extracts, and baking ingredients. Comparable to LorAnn on bulk/wholesale distribution of extracts and flavorings, though with a broader ingredient portfolio and cooperative ownership model.
- McCormick & Company: Global leader in spices, seasonings, and flavors with a broad portfolio of extracts and food colors. Overlaps with LorAnn on retail vanilla extracts and food colors, but operates at much larger scale across grocery and foodservice.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
LorAnn social profiles
Digital presenceLorAnn compliance and trust
Trust signalCompliance3 records
LorAnn financial estimates
Financial estimateRevenue estimate
Valuation estimate
LorAnn leadership team
Management profileNumber of profiles
Profiles1 record
LorAnn funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LorAnn 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 LorAnn
What does LorAnn do?
LorAnn Oils manufactures and distributes concentrated flavorings, bakery emulsions, vanilla extracts, food colors, essential oils, and complementary baking and candy-making supplies under its own brand portfolio. The company sells these products both directly to home bakers, candy makers, and DIY consumers through a retail e-commerce site and to approved commercial customers (bakeries, confectioners, food manufacturers, retailers) through a dedicated wholesale program offering bulk sizes, wholesale pricing, and free freight on qualifying orders.
Is LorAnn a public or private company?
LorAnn is a private company. It is classified as family owned and is currently operating.
When was LorAnn founded?
LorAnn was founded in 1962. It employs 51 to 100 people.
Where is LorAnn based?
LorAnn is headquartered in Lansing, United States, in the North America region.
How does LorAnn make money?
Two revenue lines are on record. Retail Product Sales are the primary driver. The others are wholesale/B2B Sales.
Who are LorAnn's main competitors?
Direct peers on record are Americolor, Nielsen-Massey Vanillas, Capella Flavors, Adams Extract, Rodelle, Olive Nation, Chefmaster and Bakell. Broad incumbents are Frontier Co-op and McCormick & Company.
Does LorAnn have an API?
No public API is recorded for LorAnn.
What industry is LorAnn in?
LorAnn's product category is Specialty Food Ingredients and Flavorings. Its primary akta.pro industry code is CRADAAAD, Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin), with a secondary code of AFAKAAAH, Bakery Fillings, Icings & Decorations Manufacturing. Its NAICS code is 31193 and its SIC code is 2000.