Better Batter
- Company typePrivate
- Founded2013
- HeadquartersAltoona, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Better Batter does
Better Batter is a privately held, founder-owned specialty food company that develops and sells gluten-free flour blends and baking mixes designed to substitute cup-for-cup in conventional wheat-based recipes. The product portfolio comprises four core flour blends (Original All Purpose, Bread, Artisan, and Cake) and a set of ready-to-use mixes covering pancakes, waffles, pizza crust, yellow cake, chocolate cake, and brownies, with bulk 8lb case SKUs for commercial buyers. Products are third-party certified free from the top nine common food allergens plus gluten under PBA, DFA, and GFA certifications, and are additionally Kosher certified. The company was founded in 2013 by Naomi Poe in Altoona, Pennsylvania, after her children were diagnosed with celiac disease, and is led in product development by Patrick Auger, a New England Culinary Institute-trained baker specializing in gluten-free and allergy-sensitive baking.
Better Batter firmographics
Firmographics- Name
- Better Batter
- Legal name
- Better Batter Gluten Free Flour
- Website
- https://betterbatter.org
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Better Batter industry classification
Industry- Product category
- Gluten-Free Flour and Baking Mixes
- NAICS
- Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Baking Mixes, Doughs & Batters Manufacturing (AFAKAAAE)
- akta.pro secondary industries
- Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Gluten-Free & Allergen-Friendly Bakery Wholesale (AFAIAFAF)
Keywords
Where Better Batter is headquartered
LocationHeadquarters
- HQ city
- Altoona
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Better Batter business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Products sold directly to consumers through their website. Single-size products priced at $13.99, multi-size options ranging from $13.99-$215.00. Bulk case options available at $111.92 per 8lb case.
- Wholesale and Food Service: Wholesale and food service pricing available through authorized resellers or direct ordering. Distribution through River Valley Foods and independent stores in Mid-Atlantic region.
- Licensing and Custom Formulation: Company specializes in making products accessible to all through formula licensing, custom formula development for brands, and consulting services for launching or improving business models.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single-size Products |
| Unit Pricing | Pay-as-you-go | Multi-size Flour Blends |
| Unit Pricing | Pay-as-you-go | Bulk Case Products |
| Subscription | Annual | Financial Aid Pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Better Batter product offering
Product offeringCore offering
Better Batter manufactures and sells gluten-free flour blends and ready-to-use baking mixes designed to substitute cup-for-cup for traditional wheat flour in standard recipes. The product line includes core flour blends (Original All-Purpose, Bread, Artisan, Cake) and convenience mixes (Pancake, Waffle, Pizza Crust, Yellow Cake, Chocolate Cake, Brownie). Products are third-party certified free from the nine most common food allergens plus gluten.
Product overview
Better Batter is a gluten-free flour company offering a portfolio of specialty flour blends and ready-to-use baking mixes designed for cup-for-cup substitution in traditional recipes. The product line consists of core flour blends (Original Blend all-purpose, Bread Flour, Artisan Flour, Cake Flour) and pre-mixed convenience products (Pancake, Waffle, Pizza Crust, Yellow Cake, Chocolate Cake, and Brownie mixes). Products are third-party certified free from the 9 most common food allergens and gluten. The company also offers bulk case sizes of select mixes for commercial accounts, plus business services including wholesale ordering, custom formulation, and consulting.
Differentiator
Problem solved
Functional benefit
Products and services
- Original Blend | Gluten Free All Purpose Flour The foundational gluten-free all-purpose flour blend designed for cup-for-cup substitution in standard recipes. Available in 3 sizes ranging from $13.99 to $215.00.
- Gluten Free Bread Flour Blend Specialized flour blend designed for bread-making applications, providing the high protein content needed for proper gluten-free bread structure and rise. Available in 3 sizes from $13.99 to $215.00.
- Gluten Free Artisan Flour Blend A whole-grain oriented flour blend suited for artisan-style baked goods including rustic breads, pizza dough, and specialty items. Contains no citrus/lemon/pectin. Available in 3 sizes from $13.99 to $42.99.
- Gluten Free Cake Flour Blend Fine-textured flour blend optimized for cakes, tender baked goods, and delicate pastries. Available in 2 sizes from $13.99 to $42.99.
- Gluten Free Pancake Mix Ready-to-use pancake mix for quick breakfast preparation. Box versions contain canola oil. Single size at $13.99.
- Gluten Free Waffle Mix Ready-to-use waffle mix for Belgian-style and standard waffles. Single size at $13.99.
- Gluten Free Pizza Crust Mix Specialized mix for creating gluten-free pizza crusts with chewy, authentic texture. Includes instant yeast in 1lb bags. Single size at $13.99.
- Gluten Free Yellow Cake Mix Ready-to-use cake mix for yellow cakes. Box version contains canola oil. Single size at $13.99.
- Limited Edition Gluten Free Chocolate Cake Mix Limited edition ready-to-use chocolate cake mix. Box version contains canola oil. Single size at $13.99.
- Limited Edition Gluten Free Cakey Brownie Mix Limited edition brownie mix producing cakey-textured brownies. Single size at $13.99.
- Gluten Free Fudge Brownie Mix Ready-to-use fudge brownie mix. Single size at $13.99.
- Waffle Mix Case (8lb) Bulk case of 8lb waffle mix for commercial or high-volume use. Single case at $111.92.
- Chocolate Cake Mix Case (8lb) Bulk case of 8lb chocolate cake mix for commercial or high-volume use. Single case at $111.92.
- Cakey Brownie Case (8lb) Bulk case of 8lb cakey brownie mix for commercial or high-volume use. Single case at $111.92.
- Licensing and Custom Formulation Services Formula licensing, custom formula development for brands, and consulting services for businesses wanting to launch or improve gluten-free/allergen-free product lines. Contact via [email protected].
- Business Consulting Services Consulting services offered by founder Naomi Poe for brands wanting to use or develop formulas, with a focus on gluten-free and allergy-friendly business models. Contact via [email protected].
Quantifiable outcome
- 50% discount on non-sale items for qualified individuals (ASD, low income, military, college students)
Companies that use Better Batter
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Better Batter technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Better Batter partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- River Valley FoodscoreAuthorized reseller for wholesale and food service pricing. River Valley Foods distributes Better Batter products to commercial accounts and retail locations.
- Better Batter DirectcoreDirect ordering channel for commercial accounts. Contact email: [email protected] for wholesale and bulk orders.
- Nicole Hunn (Gluten Free on a Shoestring)minorFood blogger who uses Better Batter flour in many recipes. Has developed custom flour blend recipes using Better Batter products, including Mock Cup4Cup Flour, Gluten Free Cake Flour, and Gluten Free Bread Flour recipes.
- Patrick AugercoreProfessionally trained baker and product development lead. Creates recipes and contributes to product development. Operates restaurants and develops recipe ingredients recommendations.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Better Batter competitors and assessment
Company assessmentDirect peers
- Bob's Red Mill: Direct competitor in gluten-free flour blends and baking mixes. Bob's Red Mill offers a broad portfolio of gluten-free flours and all-purpose blends, distributed nationally across grocery and club channels — a benchmark for category scale and shelf availability that Better Batter aspires to.
- Namaste Foods: Direct competitor offering gluten-free flour blends, baking mixes, and pizza crust mixes — a near-identical product structure to Better Batter's portfolio, often found in the same natural foods retail aisles.
- Pamela's Products: Direct competitor in gluten-free baking mixes and flour blends, with national natural foods and grocery distribution. Pamela's All-Purpose Flour Artisan Blend competes head-to-head with Better Batter's Original and Artisan blends.
- Cup4Cup (Girard's): Direct competitor pioneering the cup-for-cup gluten-free flour category. Cup4Cup targets the same professional and home-baking use case Better Batter addresses, with strong foodservice presence through its founder-chef pedigree and broader retail distribution.
Emerging players
- Simple Mills: Emerging natural-ingredient CPG brand overlapping in gluten-free baking mixes (crackers, cookies, pancake/waffle mixes). Simple Mills' clean-label positioning and broader retail footprint make it a relevant comparable as Better Batter considers ingredient-positioning shifts.
- Miss Jones Baking Co. Direct-to-consumer-leaning baking mix brand with a growing gluten-free line. Comparable to Better Batter in DTC-first go-to-market and emphasis on ingredient quality, though with broader mainstream-occasion positioning.
- Jovial Foods: Emerging gluten-free brand focused on cassava- and einkorn-based flours and baking mixes. Comparable to Better Batter in mission-driven positioning and direct-to-consumer plus natural foods retail distribution, though differentiated by ancient-grain ingredient platform.
Broad incumbents
- Krusteaz: Incumbent baking mix brand with a professional baking legacy and broad mainstream grocery distribution. Krusteaz competes in pancake, waffle, muffin, and brownie mixes — categories where Better Batter's portfolio overlaps directly.
- Pillsbury (General Mills): Mass-market baking mix and dough incumbent with national grocery dominance. Pillsbury's gluten-free extensions represent scale competition; while ingredient positioning differs, the brand sets consumer expectations on price and convenience in the broader baking-mix category.
- King Arthur Baking Company: Established incumbent in baking flour and mixes with a growing gluten-free line (measure-for-measure GF flour). King Arthur's national retail footprint and trusted brand make it a direct substitute for Better Batter's cup-for-cup proposition at mainstream grocery.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Better Batter social profiles
Digital presenceBetter Batter compliance and trust
Trust signalCompliance4 records
Better Batter financial estimates
Financial estimateRevenue estimate
Valuation estimate
Better Batter leadership team
Management profileNumber of profiles
Profiles2 records
Better Batter funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Better Batter 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 Better Batter
What does Better Batter do?
Better Batter manufactures and sells gluten-free flour blends and ready-to-use baking mixes designed to substitute cup-for-cup for traditional wheat flour in standard recipes. The product line includes core flour blends (Original All-Purpose, Bread, Artisan, Cake) and convenience mixes (Pancake, Waffle, Pizza Crust, Yellow Cake, Chocolate Cake, Brownie). Products are third-party certified free from the nine most common food allergens plus gluten.
Is Better Batter a public or private company?
Better Batter is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Better Batter founded?
Better Batter was founded in 2013. It employs 51 to 100 people.
Where is Better Batter based?
Better Batter is headquartered in Altoona, United States, in the North America region.
How does Better Batter make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale and Food Service and licensing and Custom Formulation.
Who are Better Batter's main competitors?
Direct peers on record are Bob's Red Mill, Namaste Foods, Pamela's Products and Cup4Cup (Girard's). Emerging players are Simple Mills, Miss Jones Baking Co. and Jovial Foods. Broad incumbents are Krusteaz, Pillsbury (General Mills) and King Arthur Baking Company.
Does Better Batter have an API?
No public API is recorded for Better Batter.
What industry is Better Batter in?
Better Batter's product category is Gluten-Free Flour and Baking Mixes. Its primary akta.pro industry code is AFAKAAAE, Baking Mixes, Doughs & Batters Manufacturing, with a secondary code of AFAKABAF, Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases). Its NAICS code is 311824 and its SIC code is 2050.