The Run-A-Ton Group

What The Run-A-Ton Group does

The Run-A-Ton Group, Inc. is a privately held, family-owned natural and specialty baked goods manufacturer headquartered in Chester, New Jersey. Founded in 1972 by Bob Wintz as a conventional baked goods company (originally REWCO, Inc.), the company pivoted into natural foods in 1978 and now operates a multi-brand portfolio of five sub-brands: Wholly Wholesome (natural and organic baked goods), Wholly Gluten Free (certified gluten-free products made in a dedicated facility), Unique Belgique (imported Belgian waffles), Apple Valley Inn/The Buttery Baker (traditional cakes), and Bon Devil (plant-based desserts). The company also references additional brands such as MetaBall Energy Bites and Blissfully Better on its contact page.

The underlying business is a frozen and shelf-stable baked goods manufacturing operation producing pie shells, rolled dough, frozen pies, pizza crusts, Belgian waffles, cookies, brownies, cakes, and refrigerated plant-based desserts. Production leverages a dedicated gluten-free manufacturing facility and is backed by a stack of certifications—Non-GMO Project Verified, Gluten-Free Certified, Kosher, Vegan, School Safe, and Allergy Friendly. Distribution is national across the U.S. and Canada via major retail grocery chains (Whole Foods, Wegmans, Kroger, Sprouts, regional chains, and natural independents), in-store bakery departments, direct online sales, and a foodservice partnership with White Castle for Belgian waffles. The portfolio spans retail pricing from $1.59 for individual Belgian waffles to $14.99 for bake-at-home pies.

Go-to-market is predominantly a channel-partner and retail-led motion, with products sold largely through grocery banners at suggested retail prices ranging from approximately $1.59 to $14.99 per unit. The company is led by Doon Wintz, CEO and Co-Founder and son of founder Bob Wintz. There is no disclosed external funding, no parent company, and no public listing—Run-A-Ton operates as a founder-family-controlled, vertically integrated specialty CPG manufacturer.

Name

The Run-A-Ton Group

Legal name

The Run-A-Ton Group, Inc.

Website

https://runaton.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

The Run-A-Ton Group is a privately held, family-owned natural and organic baked goods manufacturer founded in 1972, operating five sub-brands—including Wholly Wholesome, Wholly Gluten Free, and Unique Belgique—distributed through major U.S. and Canadian grocery chains and foodservice partners.

Ownership category

akta.pro rank

Product category

Frozen Baked Goods

NAICS

Commercial Bakeries (311812), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Bread and Bakery Product Manufacturing (31181)

SIC

Bakery Products (2050), Food And Kindred Products (2000), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Frozen Bakery Products Manufacturing (AFAKAAAF)

akta.pro secondary industries

Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM), Frozen & Par-Baked Bakery Production (THAFAFAK), Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI)

Keywords

• Frozen baked goods
• Natural organic bakery
• Gluten free bakery
• Pie crust manufacturing
• Specialty packaged bakery

Headquarters

HQ city

Chester

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Baked Goods Sales: Manufacture and sale of frozen baked goods including pies, cookies, brownies, waffles, pizzas, and cakes through retail grocery distribution channels

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels3 records

Core offering

The Run-A-Ton Group manufactures and sells frozen natural and organic baked goods, including pie shells, rolled pie dough, frozen pies, pizza crusts and dough, Belgian waffles, cookies, brownies, cakes, and plant-based desserts, under five sub-brands (Wholly Wholesome, Wholly Gluten Free, Unique Belgique, Apple Valley Inn/The Buttery Baker, and Bon Devil). Products are distributed through national and regional grocery retailers, natural independent stores, foodservice operators, and the company's own online storefront across North America.

Product overview

The Run-A-Ton Group is a family of natural and organic baked goods brands. The portfolio consists of five sub-brands: Wholly Wholesome (natural and organic baked goods), Wholly Gluten Free (certified gluten-free products), Unique Belgique (imported Belgian waffles), Apple Valley Inn/The Buttery Baker (traditional cakes), and Bon Devil (plant-based desserts). Product categories span pie shells and dough, frozen pies, pizza crusts and dough, Belgian waffles, ganache and pudding desserts, cookies, brownies, and cakes. The company operates primarily in the frozen retail grocery and foodservice channels, with products available throughout North America.

Differentiator

Problem solved

Functional benefit

Brands

• Wholly Wholesome: Baked goods made with Natural and Organic Ingredients. Includes pie shells, pie dough, and bake-at-home pies.
• Wholly Gluten Free
• Unique Belgique
• Apple Valley Inn/The Buttery Baker
• Bon Devil

Products and services

• Wholly Wholesome Natural and organic baked goods brand featuring organic pie shells, organic pie dough, and bake-at-home pies made with simple, natural ingredients, sold to retail grocery consumers and foodservice operators.
• Wholly Gluten Free Gluten-free certified and allergy-friendly baked goods made in a dedicated gluten-free facility, including pie shells, pizza crusts, brownies, and cookies, for allergy-sensitive retail consumers.
• Unique Belgique Authentic imported Belgian waffles including traditional pearl sugar waffles and chocolate chip varieties, sold to retail consumers and foodservice operators including White Castle.
• Apple Valley Inn / The Buttery Baker Traditional cakes including Winter Wonderland cakes and pound cakes for classic dessert experiences, sold to retail grocery consumers.
• Bon Devil Plant-based desserts including chocolate, vanilla, and salted caramel ganache made with coconut cream, sold to retail grocery consumers seeking vegan options.
• Pie Shells and Rolled Dough Organic and gluten-free pie shells in 6-inch and 9-inch sizes plus rolled pie dough options, sold to retail consumers and in-store bakery departments.
• Frozen Pies Frozen 8-inch pies including apple, pumpkin, and dairy-free varieties for retail and in-store bakery sale.
• Pizza Crust and Dough Gluten-free pizza crusts and dough balls made with rice flour, potato starch, and flax seed for allergy-sensitive retail consumers.
• Belgian Waffles Imported authentic Belgian waffles including traditional pearl sugar and chocolate chip varieties in multiple sizes for retail and foodservice sale.
• Ganache and Pudding Plant-based refrigerated desserts including chocolate, vanilla, and salted caramel ganache made with coconut cream for vegan retail consumers.
• Cookies Natural bake-and-sell cookies including oatmeal raisin, peanut butter, chocolate chip, and double chocolate chunk varieties, plus gluten-free skillet cookies for retail and in-store bakery sale.
• Brownies Gluten-free and vegan fudge brownies available in single serve, 2-pack, and 5-pack formats for allergy-sensitive retail consumers.
• Cakes Frozen cakes including Winter Wonderland cake and pound cake flavors (lemon, golden, pumpkin spice) for retail grocery consumers.
• Gluten Free Products Complete line of gluten-free and allergy-friendly products including brownies, pie shells, pizza crusts, cookies, and skillet cookies made in a dedicated gluten-free facility for allergy-sensitive retail consumers.

Quantifiable outcome

• 25 years of Wholly Wholesome brand operation with maintained values and principles
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• White CastlecoreOEM/ Whitelabel/ Licensing Partner · 1 September 2021Run-A-Ton supplies authentic Belgian waffles to White Castle for their breakfast menu. The partnership was highlighted when White Castle swapped a customer's Belgium trip to Colombia to help with an adoption journey, demonstrating shared values around family support.
• Autism SpeaksminorOthers · 1 July 2021Wholly Wholesome donated $25,000 to Autism Speaks and Camp BuddEConnect to support people with special needs as part of 25th anniversary celebration.
• Camp BuddEConnectminorOthers · 1 July 2021Wholly Wholesome donated $25,000 to Autism Speaks and Camp BuddEConnect to support people with special needs as part of 25th anniversary celebration.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Simple Mills: Clean-label, natural ingredient baked goods company producing crackers, cookies, and baking mixes sold in mainstream grocery including Whole Foods, Sprouts, Kroger, and Wegmans. Directly comparable in better-for-you positioning, premium retail footprint, and product overlap with Run-A-Ton's Wholly Wholesome and Wholly Gluten Free lines.
• Canyon Bakehouse: Gluten-free breads and baked goods carried in major grocery banners including Kroger, Sprouts, and Whole Foods. Direct competitor in the dedicated gluten-free bakery category with overlapping retail customers.
• Deanna's Gluten Free: Frozen gluten-free baked goods including pies, cookies, and desserts in natural and conventional grocery. Closest direct competitor in frozen, allergen-friendly dessert categories where Run-A-Ton competes.
• Feel Good Foods: Frozen, gluten-free, and plant-based products including dumplings, wraps, and desserts in natural and conventional grocery. Comparable in frozen better-for-you positioning with overlapping retail customers.
• Enjoy Life Foods: Allergen-free and vegan baked goods (cookies, brownies, bars) sold in natural and conventional grocery. Direct competitor in allergy-friendly / vegan bakery with similar certification stack (Non-GMO, gluten-free, vegan).
• Udi's Gluten Free: Gluten-free breads, bagels, muffins, and baked goods distributed nationally in conventional grocery. Overlaps directly with Run-A-Ton's Wholly Gluten Free brand across certified gluten-free SKUs and frozen/baked formats.

Emerging players

• Base Culture: Emerging grain-free, paleo, and clean-label baked goods brand in natural and conventional grocery. Smaller, faster-growing competitor with overlap in better-for-you, allergen-friendly baked goods where Wholly Wholesome and Wholly Gluten Free compete.

Broad incumbents

• Grupo Bimbo (Bimbo Bakeries USA): Largest bakery company in the Americas, owner of brands including Thomas', Sara Lee, Entenmann's, and Rudi's Organic. Competes for shelf space and foodservice accounts across most of Run-A-Ton's categories at national scale with DSD distribution.
• Dr. Schär (Schar): European-headquartered, large-scale gluten-free and specialty baked goods manufacturer with broad North American distribution. Competes broadly across Run-A-Ton's gluten-free categories but at meaningfully greater scale and broader portfolio.
• Hostess Brands: National packaged bakery company with frozen and ambient baked goods sold across U.S. retail. Competes broadly for shelf and category leadership in frozen bakery where Run-A-Ton's pies, brownies, and cookies are merchandised.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-run-a-ton-group

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

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 The Run-A-Ton Group