Miss Roben's

What Miss Roben's does

Miss Roben's Baking Mixes, operating as Miss Roben's/Free Foods, LLC, is a family-owned direct-to-consumer bakery mix company founded in 1991 and headquartered in Sebastopol, California. The company formulates and sells 24 baking mix SKUs across cookies, breads, cakes, muffins, crackers, frostings, tortillas, pretzels, doughnuts, pie/pizza crusts, and ingredient formats, all manufactured in its own dedicated allergen-free facility. Every product is formulated without the 15 most common allergens (corn, dairy, egg, fish, gluten, lactose, latex, nuts, oats, peanuts, potato, sesame, shellfish, soy, and wheat), positioning the brand for consumers and families managing food allergies and sensitivities.

The company sells exclusively through its own e-commerce site, missrobensbakingmixes.com, built on WooCommerce/WordPress, with no disclosed retail, wholesale, marketplace, or app presence. Pricing is unit-based at $4.98-$7.48 per mix with a 'Buy 4 mixes, get 1 free' promotional mechanic, and order fulfillment is supported by a proprietary box-packing algorithm that optimizes flat-rate shipping. The site features a 'Search by Allergen' filter across 15 allergen tags to support product discovery.

Miss Roben's is privately held with no disclosed funding rounds, investors, parent company, management team bios, or M&A activity. Revenue is not publicly disclosed, and the company appears to operate as a bootstrapped specialty-foods business serving the U.S. market from a single California mailing address (PO Box 440).

Name

Miss Roben's

Legal name

Miss Roben's/Free Foods, LLC

Website

https://missrobensbakingmixes.com

Company type

Private

Founded year

1991

Operating status

Operating

Short description

Miss Roben's Baking Mixes is a family-owned, Sebastopol-based direct-to-consumer brand founded in 1991 that sells 24 allergen-free baking mixes and ingredients via its own e-commerce website, targeting consumers and families managing food allergies and sensitivities.

Ownership category

akta.pro rank

Product category

Allergen-Free Baking Mixes

NAICS

Dry Pasta, Dough, and Flour Mixes Manufacturing from Purchased Flour (311824), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industry

Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF)

Keywords

• Allergen-free baking mixes
• Gluten-free baking
• Specialty food manufacturing
• Direct-to-consumer bakery
• Free-from baking products

Headquarters

HQ city

Sebastopol

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, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of allergen-free baking mixes and ingredients through their e-commerce website. Customers purchase individual products at set price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Miss Roben's manufactures and sells a portfolio of 24 allergen-friendly baking mixes directly to consumers through its own e-commerce website. All mixes are formulated without 15 common allergens (corn, dairy, egg, fish, gluten, lactose, latex, nut, oat, peanut, potato, sesame, shellfish, soy, and wheat) and produced in a dedicated allergen-free facility. Products span cookies, breads, cakes, muffins, brownies, biscuits, bagels, doughnuts, frostings, pie and pizza crusts, tortillas, pretzels, crackers, and specialty ingredients such as flour blends and powdered sugar, priced between $4.98 and $7.48 per unit.

Product overview

Miss Roben's is a direct-to-consumer online bakery specializing in allergen-friendly baking mixes. The product portfolio consists of 24 distinct baking mix products organized across multiple categories: cookie mixes (Animal Cookie, Versatile Cookie, Gingerbread Cookie, Sugar Cookie), bread mixes (Brown Rice Bread, Simply Soft Bread), cake mixes (Chocolate Cake, Yellow Cake), brownie mixes (Chewy Brownie), biscuit mixes (Biscuit & Dumpling), bagel mixes, doughnut mixes, muffin mixes (Versatile Muffin), frosting mixes (Chocolate Fudge, Vanilla), pie/pizza crust mixes (Flaky Pie Crust, Pizza Crust), tortilla mixes, pretzel mixes, cracker mixes (Mock Goldfish, Mock Graham), and ingredients (Miss Roben's Flour Blend, Corn Free Powdered Sugar). All products are formulated without the most common allergens (corn, dairy, egg, fish, gluten, lactose, latex, nut, oat, peanut, potato, sesame, shellfish, soy, and wheat) and are manufactured in a dedicated allergen-free facility. The company offers its products exclusively through its e-commerce website with standard shipping options.

Differentiator

Problem solved

Functional benefit

Products and services

• Animal Cookie Mix Animal-shaped cookie mix priced at $4.98, formulated without common allergens for allergen-friendly home baking.
• Bagel Mix Bagel mix priced at $7.48 for allergen-friendly homemade bagels.
• Biscuit & Dumpling Mix 13 oz biscuit and dumpling mix priced at $5.48, formulated without common allergens.
• Brown Rice Bread Mix Brown rice bread mix priced at $5.48 for allergen-friendly homemade bread.
• Chewy Brownie Mix Chewy brownie mix priced at $5.48; egg substitutes are not recommended for this mix.
• Chocolate Cake Mix Chocolate cake mix priced at $6.48, also usable for egg-free brownies with additional ingredients.
• Chocolate Fudge Frosting Mix Chocolate fudge frosting mix priced at $5.48 for allergen-friendly desserts.
• Corn Free Powdered Sugar Corn-free powdered sugar priced at $5.48 for allergen-friendly baking and decorating.
• Doughnut Mix 14 oz doughnut mix priced at $5.98 for allergen-friendly homemade doughnuts.
• Flaky Pie Crust Mix 11 oz flaky pie crust mix priced at $4.98 for allergen-friendly pie baking.
• Miss Roben's Flour Blend 16 oz proprietary flour blend priced at $4.98, formulated without common allergens for versatile allergen-friendly baking.
• Soft Pretzel Mix Soft pretzel mix priced at $5.48 for allergen-friendly homemade pretzels.
• Tortilla Mix Tortilla mix priced at $4.98 for allergen-friendly homemade tortillas.
• Vanilla Frosting Mix Vanilla frosting mix priced at $5.48 for allergen-friendly desserts; currently out of stock.
• Versatile Cookie Mix 19 oz versatile cookie mix priced at $6.48, usable for multiple cookie recipes and free from 14 listed allergens.
• Roll & Cut Gingerbread Cookie Mix 12 oz gingerbread cookie mix priced at $5.48 for roll-and-cut cookie recipes.
• Roll & Cut Sugar Cookie Mix Roll-and-cut sugar cookie mix priced at $6.48 for allergen-friendly cookies.
• Mock Goldfish Cracker Mix Mock goldfish cracker mix priced at $5.98 for allergen-friendly homemade crackers.
• Mock Graham Cracker Mix Mock graham cracker mix priced at $5.48 for allergen-friendly homemade graham crackers.
• Yellow Cake Mix Yellow cake mix priced at $6.48 for allergen-friendly baking.
• Pancake & Waffle Mix Pancake and waffle mix priced at $5.48 for allergen-friendly breakfast items.
• Pizza Crust Mix Pizza crust mix priced at $4.98 for allergen-friendly homemade pizza.
• Simply Soft Bread Mix Simply soft bread mix priced at $4.98 for allergen-friendly homemade bread.
• Versatile Muffin Mix 24 oz versatile muffin mix priced at $7.48 for allergen-friendly muffins.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves4 records

Expansion highlights2 records

Broad incumbents

• Krusteaz: Mass-market baking mix brand with growing gluten-free offerings. Targets similar home-baking occasions but competes primarily on convenience and price at scale rather than allergen specialization.
• King Arthur Baking Company: Incumbent premium baking brand with a growing gluten-free line. Much larger and broader catalog with national retail presence; competes in gluten-free baking mixes but from a far larger and more diversified platform.

Direct peers

• Cup4Cup: Specialty gluten-free baking flour and mix brand serving the same allergen-sensitive home baker. Comparable in scale and category focus, competing for gluten-free baking occasions.
• Pamela's Products: Gluten-free baking mix company (cookies, breads, pancakes, pizza crust) that competes head-to-head with Miss Roben's across multiple overlapping SKUs in the allergen-free baking aisle.
• Namaste Foods: Allergen-friendly baking mixes and flour blends, free from gluten and the top common allergens. Closely comparable in positioning, product format, and customer base to Miss Roben's.
• Simple Mills: Direct competitor in the allergen-friendly / gluten-free baking and snack mixes space. Both target health-conscious families seeking allergen-free baked goods and snacks, with overlapping product format (crackers, cookies, baking mixes) and similar ingredient philosophies.
• Enjoy Life Foods: Major allergen-free baking and snack brand free from 14 common allergens. Overlaps directly with Miss Roben's allergen positioning but at significantly larger scale and broader retail distribution.
• Better Batter: Gluten-free and allergen-friendly flour blend specialist. Directly comparable to Miss Roben's Flour Blend SKU as a 1:1 substitute for home bakers seeking allergen-safe flour foundations.
• Bob's Red Mill: Direct competitor in gluten-free baking mixes and flours. Bob's Red Mill offers a broad catalog of gluten-free flours and baking mixes serving the same allergen-conscious home baker, with multi-channel retail distribution that Miss Roben's lacks.

Emerging players

• Chebe Bread: Allergen-free (gluten-, dairy-, nut-, soy-free) baking mix brand targeting similar allergen-conscious home bakers. Smaller niche player with overlapping SKU set but a distinct (cassava-based) formulation approach.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Miss Roben's