Hill & Valley
Hill & Valley, founded in 1986, is a U.S. bakery brand and the largest provider of Sugar Free and No Sugar Added baked goods. Operating under J&J Snack Foods Corp., it serves retail grocery and food service channels via its parent's distribution network.
- Company typePrivate
- Founded1986
- HeadquartersRock Island, United States
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Hill & Valley does
Hill & Valley is a U.S. bakery brand founded in 1986 by George Coin, headquartered in Rock Island, with 101-250 employees. The firm positions itself as the largest provider of Sugar Free and No Sugar Added bakery items, and it operates as a sub-brand within J&J Snack Foods Corp.'s (NASDAQ: JJSF) 25+ brand portfolio alongside Super Pretzel, ICEE, Dippin' Dots, and Hola Churros. Its product surface spans pretzels and baked goods distributed across foodservice, retail grocery, and entertainment-venue channels.
The brand is privately held as part of a publicly traded parent rather than as a standalone listed entity. Hill & Valley generates revenue primarily through product sales conducted via J&J Snack Foods' distribution infrastructure: food service operators (restaurants, amusement parks, stadiums, movie theaters) buy branded snack products with equipment support; retail grocery and convenience-store channels provide consumer pull-through; and direct venue sales leverage franchise and licensing arrangements. Pricing is set through distributor agreements and retail partnerships rather than public pricing, and no separate funding, M&A, or institutional investor structure is disclosed for Hill & Valley as an entity.
The underlying technology is conventional food manufacturing — pretzel-making expertise, frozen treat production, and baked goods — with no proprietary software platform. Indirect strategic reach comes through the parent company's licensing relationships, including OREO (Mondelēz International) for churro products and MINUTE MAID (The Coca-Cola Company) for applicable product lines, and through J&J Snack Foods' investor relations and brand-marketing channels. There is no disclosed standalone management team, AI/ML capability, or technology IP attributed to the brand itself; its competitive position is anchored by inherited distribution and brand-portfolio participation rather than independent R&D.
Hill & Valley firmographics
Firmographics- Name
- Hill & Valley
- Legal name
- Hill & Valley (Brand of J&J Snack Foods Corp.)
- Website
- https://hillandvalley.net
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Hill & Valley, founded in 1986, is a U.S. bakery brand and the largest provider of Sugar Free and No Sugar Added baked goods. Operating under J&J Snack Foods Corp., it serves retail grocery and food service channels via its parent's distribution network.
- Ownership category
- akta.pro rank
Hill & Valley industry classification
Industry- Product category
- Bakery Products
- NAICS
- Snack Food Manufacturing (31191), Bakeries and Tortilla Manufacturing (3118)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052)
- akta.pro primary industry
- Pretzels & Salted Snacks (CRADABAI)
Keywords
Where Hill & Valley is headquartered
LocationHeadquarters
- HQ city
- Rock Island
- HQ country
- United States
- HQ region
- North America
Markets served
Hill & Valley business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: Hill & Valley generates revenue through the sale of baked goods and snack products to food service operators, retail customers, and directly to consumers at entertainment venues.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels2 records
Hill & Valley product offering
Product offeringCore offering
Hill & Valley is a brand of J&J Snack Foods Corp. that manufactures and distributes sugar-free and no-sugar-added baked goods, including pretzels and related bakery items. The brand supplies these products primarily to food service operators and retail grocery customers across the United States, focusing on reduced-sugar formulations for health-conscious consumers.
Product overview
Hill & Valley is a sub-brand of J&J Snack Foods specializing in pretzel and bakery products. It operates as part of J&J Snack Foods' portfolio of branded snack products, which includes frozen novelties, frozen beverages, and bakery items distributed across foodservice, retail, and bakery segments. Hill & Valley's products are distributed alongside other J&J Snack Foods brands such as Super Pretzel, Dippin' Dots, ICEE, and various churro and frozen treat brands.
Differentiator
Problem solved
Functional benefit
Products and services
- Hill & Valley Sugar Free and No Sugar Added Bakery Items A line of sugar-free and no-sugar-added baked goods, including pretzels and other bakery items, produced for food service operators and retail grocery customers serving health-conscious consumers.
Companies that use Hill & Valley
Customer profileSegments2 records
Ideal customer profiles2 records
Hill & Valley technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Hill & Valley partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Mondelēz International groupminorJ&J Snack Foods holds a license to use the OREO trademark from Mondelēz International for producing and selling OREO Churros products.
- The Coca-Cola CompanyminorJ&J Snack Foods holds a license to use the MINUTE MAID trademark from The Coca-Cola Company for applicable product lines.
Scale indicators2 records
Recent moves4 records
Expansion highlights4 records
Hill & Valley competitors and assessment
Company assessmentBroad incumbents
- Flowers Foods: Flowers Foods (NYSE: FLO) is a major U.S. packaged bakery company producing breads, rolls, and snack cakes under brands like Nature's Own and Dave's Killer Bread. It is comparable to Hill & Valley in bakery manufacturing and broad-line retail distribution, with a much larger product portfolio.
- Utz Brands: Utz Brands is a publicly traded salty snack manufacturer (NYSE: UTZ) with broad pretzel, chip, and snack portfolios distributed nationally through grocery, mass, and convenience channels. It is comparable as a larger incumbent competing in the pretzel/snack category where Hill & Valley also plays.
- Bimbo Bakeries USA: Bimbo Bakeries USA is the U.S. arm of Grupo Bimbo, one of the world's largest bakery manufacturers with brands like Thomas', Sara Lee, and Entenmann's. It is comparable to Hill & Valley in bakery product category and national retail/foodservice distribution, operating at substantially greater scale.
- J&J Snack Foods: J&J Snack Foods Corp. (NASDAQ: JJSF) is Hill & Valley's publicly traded parent company and the broader operating entity under which Hill & Valley is positioned. It is comparable as the broader snack and bakery portfolio providing the distribution, manufacturing, and licensing infrastructure that Hill & Valley operates within.
- Snyder's-Lance: Snyder's of Hanover (Snyder's-Lance) is a major pretzel and salty snack manufacturer with national grocery distribution. It is comparable to Hill & Valley in pretzel category and retail-shelf competition, but operates at significantly greater scale across broader snack formats.
Emerging players
- Herr's Snacks: Herr's is a regional Pennsylvania-based snack manufacturer with pretzel, chip, and cheese-puff product lines. It is comparable to Hill & Valley in pretzel/salty-snack manufacturing and regional retail distribution, but with a narrower geographic footprint.
- Dr. Schar: Dr. Schar is a specialty gluten-free and reduced-sugar bakery brand serving dietary-restricted consumers. It is comparable to Hill & Valley in addressing health/dietary-specific bakery niches (sugar-free, gluten-free) and could represent overlapping demand from consumers seeking restricted-diet baked goods.
Direct peers
- Auntie Anne's: Auntie Anne's is a leading pretzel franchise and consumer brand, comparable to Hill & Valley in pretzel product category, foodservice distribution, and presence in entertainment/retail venues. Both compete for pretzel occasion share in malls, amusement parks, and grocery retail.
- Pretzelmaker: Pretzelmaker is a mall-based pretzel franchise chain, comparable to Hill & Valley in soft pretzel product focus and entertainment/retail-venue distribution. Both target on-the-go snacking occasions in high-traffic consumer locations.
- Super Pretzel: Super Pretzel is a sister brand under J&J Snack Foods and the parent's flagship soft pretzel brand sold in foodservice and retail. It is the most directly comparable peer because it operates in the same product category (soft pretzels) under the same parent distribution network as Hill & Valley.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Hill & Valley social profiles
Digital presenceHill & Valley financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hill & Valley leadership team
Management profileNumber of profiles
Profiles1 record
Hill & Valley funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hill & Valley 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 Hill & Valley
What does Hill & Valley do?
Hill & Valley is a brand of J&J Snack Foods Corp. that manufactures and distributes sugar-free and no-sugar-added baked goods, including pretzels and related bakery items. The brand supplies these products primarily to food service operators and retail grocery customers across the United States, focusing on reduced-sugar formulations for health-conscious consumers.
Is Hill & Valley a public or private company?
Hill & Valley is a private company. It is classified as corporate owned and is currently operating.
When was Hill & Valley founded?
Hill & Valley was founded in 1986. It employs 101 to 250 people.
Where is Hill & Valley based?
Hill & Valley is headquartered in Rock Island, United States, in the North America region.
How does Hill & Valley make money?
One revenue line is on record: product Sales.
Who are Hill & Valley's main competitors?
Broad incumbents on record are Flowers Foods, Utz Brands, Bimbo Bakeries USA, J&J Snack Foods and Snyder's-Lance. Emerging players are Herr's Snacks and Dr. Schar. Direct peers are Auntie Anne's, Pretzelmaker and Super Pretzel.
Does Hill & Valley have an API?
No public API is recorded for Hill & Valley.
What industry is Hill & Valley in?
Hill & Valley's product category is Bakery Products. Its primary akta.pro industry code is CRADABAI, Pretzels & Salted Snacks. Its NAICS code is 31191 and its SIC code is 2050.