Erin McKenna's Bakery NYC

What Erin McKenna's Bakery NYC does

Erin McKenna's Bakery NYC is a privately held, founder-owned specialty bakery founded in 2005 by Erin McKenna in New York City (originally as Babycakes). The company produces and sells baked goods that are simultaneously vegan, gluten-free, and kosher certified, free from wheat, dairy, egg, soy, and nuts (with the exception of coconut). It targets consumers with food allergies and sensitivities, vegan and kosher dietary adherents, and parents of children with food allergies — a group the founder describes as "often left out of the dessert line."

The product portfolio spans three layers: (1) ready-made baked goods (custom celebration cakes in 6"/8"/9" sizes, cupcakes, donuts, bagels, cookies, brownies, cinnamon rolls, seasonal limited-time offerings such as Cake of the Month), (2) at-home baking mixes (brownie, vanilla cupcake, chocolate chip cookie, butter biscuit, cornbread, sugar cookie) plus a proprietary Erin McButter butter substitute, and (3) branded merchandise and content (the BabyCakes Cookbook, EMB Recipe Box, apparel, enamel pins, mugs, aprons, onesies). Underlying technology is specialty allergen-free baking using Bob's Red Mill flour, agave nectar and vegan sugar, Non-GMO ingredients, and dedicated allergen-free production.

The business is primarily direct-to-consumer. Distribution combines physical retail at locations including Los Angeles (Larchmont Blvd flagship) and Orlando (Disney Springs), Shopify-based DTC e-commerce, Goldbelly for nationwide shipping, and Uber Eats/Postmates for local delivery. Pricing is unit-based across retail and e-commerce (e.g., 6-inch cakes $85, cookie 6-packs from $22.50, mixes $18–$24, gift cards $75–$200). Custom/bespoke cakes generate higher-ticket bespoke transactions with a 48-hour lead time. There is no disclosed outside investment, no enterprise/wholesale channel, and the company operates with 11–50 employees.

Name

Erin McKenna's Bakery NYC

Legal name

Erin McKenna's Bakery

Website

https://erinmckennasbakery.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Erin McKenna's Bakery NYC is a privately held specialty bakery founded in 2005 that sells vegan, gluten-free, and kosher certified baked goods, custom cakes, at-home baking mixes, and branded merchandise to consumers with food allergies, vegan and kosher adherents, and allergy-affected families via retail, DTC e-commerce, and Goldbelly nationwide shipping.

Ownership category

akta.pro rank

Product category

Specialty Allergen-Free Bakery

NAICS

Retail Bakeries (311811), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Cookies & Crackers (2052)

akta.pro primary industry

Specialty Dietary Bakeries (Gluten-Free, Vegan, Allergen-Friendly) (THAFAFAI)

akta.pro secondary industries

Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Vegan/Allergen-Free Dessert Shops (THAFAGAL), Online Bakery & Desserts Delivery (CRAHAIAK)

Keywords

• Vegan baked goods
• Gluten-free bakery
• Kosher certified desserts
• Allergen-free baking
• Custom celebration cakes

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail In-Store Sales: Direct sales to consumers at three physical retail locations (Los Angeles, Orlando Disney Springs, and one additional location). Customers purchase ready-made baked goods, custom cakes, and merch on-site.
2. E-Commerce / Direct Online Sales: Online orders placed through the company's Shopify storefront (erinmckennasbakery.com) for pickup at physical locations or local delivery through Uber Eats and Postmates. Also includes nationwide shipping via Goldbelly marketplace.
3. Custom / Bespoke Cakes: Custom celebration cakes ordered directly by contacting the bakery (LA, Orlando, or NYC delivery), generating higher-ticket individual transactions with at least 48 hours advance notice.
4. Consumer Packaged Goods (Baking Mixes & Merchandise): Sale of at-home baking mixes (Brownie Mix, Vanilla Cake Mix, Chocolate Chip Cookie Mix, Butter Biscuit Mix, Cornbread Mix, Sugar Cookie Mix) and branded merchandise (BabyCakes Cookbook, apparel, accessories, recipe boxes) through the e-commerce store.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels4 records

Core offering

Erin McKenna's Bakery NYC produces and sells vegan, gluten-free, and kosher-certified baked goods — including custom celebration cakes, cupcakes, cookies, donuts, bagels, brownie bites, cinnamon rolls, and seasonal specialties — through three physical retail locations (Los Angeles, Orlando Disney Springs, NYC delivery) and direct e-commerce. The company also offers at-home baking mixes, a signature butter substitute (Erin McButter), and branded merchandise (apparel, cookbooks, recipe boxes, gift cards). All products are free from wheat, gluten, dairy, egg, soy, and most nuts.

Product overview

Erin McKenna's Bakery NYC is a specialty allergen-free bakery founded in 2005, offering a comprehensive portfolio of vegan, gluten-free, and kosher baked goods and branded merchandise. The core product lineup includes custom celebration cakes (available in 6", 8", and 9" sizes), assorted cupcakes, cookies (chocolate chip, black and white, thin mints), donuts and donut holes, bagels, brownie bites, cinnamon rolls, and seasonal specialty items. The bakery also offers a Cake of the Month subscription program featuring limited-time flavors. Bespoke Bakes provides fully customizable photo and celebration cakes with 48-hour advance notice. The product portfolio extends to at-home baking mixes (brownie, vanilla cake, chocolate chip cookie, butter biscuit, cornbread, and sugar cookie), baking ingredients (Erin McButter butter substitute), recipe boxes, and the BabyCakes Cookbook. Branded merchandise (EMB Merch) includes apparel, enamel pins, berets, bag charms, mugs, aprons, and baby onesies. All products are certified kosher and free from wheat, gluten, dairy, eggs, and most also exclude soy and nuts. The bakery operates physical locations in Los Angeles and Orlando (Disney Springs), with delivery integration via Uber Eats and Postmates, nationwide shipping through Goldbelly, and newsletter powered by EmailOctopus.

Differentiator

Problem solved

Functional benefit

Brands

• BabyCakes Cookbook: Cookbook containing recipes for gluten-free and vegan baking, originally published by the company.

Products and services

• Custom Cakes (6", 8", 9") Custom frosted celebration cakes in three sizes (6" serves 8-10, 8" serves 15-20, 9" serves 25-30) with vanilla, chocolate, mint, lemon, and coffee flavor options. All vegan, gluten-free, and kosher.
• Cupcakes Assorted cupcakes in vanilla, brownie chocolate, and carrot cake flavors with buttercream and sprinkles. Allergen-free vegan, gluten-free, and kosher.
• Chocolate Chip Cookies Classic chocolate chip cookies crafted with vegan, gluten-free, and kosher ingredients, crispy on the outside and chewy on the inside.
• Assorted Donuts Variety of baked donuts with cinnamon sugar, chocolate dipped, maple, mocha crunch, powdered blueberry, and vanilla sprinkle toppings. Vegan, gluten-free, and kosher.
• Bagels Gluten-free, vegan bagels with chewy texture, free from gluten, dairy, and eggs. Available plain and poppy seed.
• Brownie Bites Rich and fudgy brownie bites made with allergen-friendly ingredients, free from gluten, dairy, and eggs. Sold in quantities of 24.
• Black and White Cookies Classic New York-style cookies with soft cake-like base topped with half chocolate and half vanilla icing.
• Jelly Donut Holes Bite-sized jelly-filled donut holes coated in light sugar dusting, sold by the dozen. Vegan, gluten-free, and kosher.
• Cinnamon Rolls Breakfast pastries from the second BabyCakes cookbook, with flaky texture and white glaze, free from gluten, dairy, eggs, and refined sugar.
• Banana Pudding Vegan, gluten-free, kosher banana pudding in jar format with shortbread cookie crumble layers.
• Cake of the Month Limited-time monthly specialty cake featuring seasonal flavors. Current offering is the Neapolitan Cake (August) with strawberry, chocolate, and vanilla layers in retro soda fountain styling.
• Bespoke Bakes Custom Cakes Fully customizable celebration cakes that transform photos into edible art or create bespoke designs. Available at all locations with 48-hour notice required. Delivery-only service in NYC.
• Vintage Heart Cake Heart-shaped celebration cake with layered pink buttercream ruffles and vintage-style piping, available in brownie or vanilla flavor with optional inscriptions.
• Vintage Cake Elegant celebration cake with detailed floral buttercream piping on pastel blue frosting, available in 6", 8", and 9" sizes with carrot cake flavor.
• S'mores Loaded Chocolate Chip Cookies Thick chewy chocolate chip cookie base topped with toasted marshmallows, chocolate drizzle, and graham cracker crumble. Available for pickup at Larchmont location.
• S'mores Bites Bite-sized chocolate base rolled in graham cracker crumble, topped with marshmallow cream and torched marshmallow.
• Chocolate Chip Cookie Sandwich with Vanilla Frosting Stack of soft, chewy cookies filled with decadent frosting, available plain or dipped in chocolate with vegan sprinkles.
• Dot Cake Cups Fan-favorite dot cake in branded cup format with rainbow nonpareil sprinkles. Available in vanilla/vanilla, chocolate/chocolate, or vanilla/strawberry flavors.
• Cherry & Blueberry Pie Cupcakes Festive cupcakes dressed as mini summer pies with golden lattice-pattern frosting and red cherry/blue blueberry frosting. For Fourth of July and summer celebrations.
• XOXO Hostess Cupcakes Valentine's-themed cupcakes featuring moist chocolate cake enrobed in dark chocolate coating with hand-piped white icing hearts.
• Love Letter Sugar Cookies Heart-shaped shortbread cookies adorned with white royal icing and pink sprinkles, sold in packs of 6.
• Cupcake Sliders Creative treats styled as mini burgers with vanilla cupcake buns layered with colorful frosting mimicking burger toppings (lettuce, cheese, patty, tomato).
• Dessert Dogs Vanilla cake buns filled with buttercream frosting topped with yellow and red frosting mimicking mustard and ketchup, styled like classic ballpark hot dogs.
• Twinkie Dog Golden-battered dessert styled as corn dog, filled with vanilla cake cream reminiscent of childhood snack cake. Kosher, vegan, and gluten-free.
• Cookie Tacos Folded chocolate chip cookie shells filled with chocolate frosting meat, yellow frosting cheese, green candy lettuce, and red candy tomatoes.
• Dessert French Fries Sweet faux fries served in red checkered basket with berry dipping sauce.
• Cake Pops Chocolate-coated cake pops on white sticks with decorative crosshatch chocolate drizzle patterns.
• Cinnamon Crumb Cake Round cinnamon crumb cake topped with lattice-like white icing drizzle.
• Teacake Plain cake slices with light white frosting, daily rotating flavors.
• Happy Birthday Cake Slice Single slice of birthday cake with flavor that changes daily.
• Tiramisu Italian-inspired layered dessert, one of the daily rotating cake flavors.
• Thin Mint Cookies Chocolate-drenched cookies with cool minty punch. Dairy-free, gluten-free, and kosher.
• Jalapeño Cheddar Biscuits Savory biscuits with jalapeño and cheddar flavors, golden-brown with green jalapeño specks.
• Brownie Mix At-home baking mix for fudgy brownies, makes 24 mini brownie bites. Customer adds oil, applesauce, vanilla, and water.
• Vanilla Cake Mix At-home baking mix for vanilla cake or cupcakes, makes 12 cupcakes or one 8" round cake. Customer adds oil, agave nectar, applesauce, vanilla, and hot water.
• Chocolate Chip Cookie Mix At-home baking mix for chocolate chip cookies, makes approximately 24 cookies. Customer adds coconut oil, applesauce, and vanilla.
• Butter Biscuit Mix At-home baking mix for flaky biscuits, just add vegan butter and cold water. Customizable with sweet or savory add-ins.
• Cornbread Mix At-home baking mix for cornbread with decorative autumn-themed packaging.
• Sugar Cookie Mix At-home baking mix for sugar cookies including icing and sprinkles.
• Erin McButter Signature vegan, gluten-free butter substitute used in bakery recipes, 8 oz container, 1:1 dairy butter substitute for all baking applications.
• EMB Recipe Box Collectible keepsake box with 6 never-before-released exclusive recipes from Erin McKenna, new recipes drop for holidays and special occasions. Available in red, blush, and hot pink.
• BabyCakes Cookbook Cookbook containing original recipes Erin McKenna developed in her Brooklyn kitchen, featuring vanilla cupcakes, banana bread, and chocolate chip cookies.
• EMB Gift Card Digital and physical gift card redeemable online and in-store, available in denominations of $75, $100, $150, and $200.
• EMB Merch (T-shirts, Apparel) Branded merchandise including EMB High Maintenance T-shirt with vintage bakery tribute design, and EMB Long Sleeve Cyber Tattoo Shirt with ornamental sleeve designs. 100% cotton Gildan.
• EMB Pins Hard enamel pins in heart or cupcake styles featuring signature pink-and-gold EMB aesthetic.
• EMB Beret & Pin Classic black wool beret with removable pink EMB cupcake pin, one size fits most.
• EMB Baker Bag Charm Accessory charm featuring retro baker acrylic charm, beaded loop, bow, and silver lobster clasp. Available in Bakery Pink or Goth Babe styles.
• Mugshawty EMB Mugshot Mug Limited edition white ceramic mug featuring Erin's iconic booking photo with name and booking number. Part of origin story merchandise.
• Red Hot Apron Limited edition red vinyl apron with hand-embroidered EMB NYC logo. Available as single or Mommy and Me set.
• Mommy's & Daddy's Little Cakeball Onesie Gerber brand onesie with glitter print text, available in 3-6 months size. Baby shower or newborn keepsake gift.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core.

• GoldbellycoreChannel Partner/ Reseller/ DistributorGoldbelly serves as a nationwide shipping partner for Erin McKenna's Bakery, enabling the company to reach customers outside its physical store locations. Customers can order bakery products through Goldbelly for delivery across the United States.
• Uber EatscoreChannel Partner/ Reseller/ DistributorUber Eats provides on-demand local delivery service for Erin McKenna's Bakery at all locations (Los Angeles and Orlando Disney Springs), allowing customers to order products for home delivery.
• PostmatescoreChannel Partner/ Reseller/ DistributorPostmates provides on-demand local delivery service for Erin McKenna's Bakery at all locations (Los Angeles and Orlando Disney Springs), enabling same-day delivery for local customers.

Scale indicators1 record

Recent moves1 record

Direct peers

• Milk Bar: Christina Tosi-founded specialty bakery with a strong CPG expansion (cookies, cake mixes) alongside retail stores. Closely comparable business model — fresh bakery + packaged goods — with a cult founder-led brand identity.
• Tate's Bake Shop: Long Island-origin cookie brand with national grocery distribution and a packaged CPG line alongside fresh bakery. Directly comparable in evolving from a single bakery into a multi-channel brand.
• Levain Bakery: NYC-origin cookie-focused specialty bakery with multiple retail locations, nationwide shipping, and a single-SKU hero product (chocolate chip walnut cookie). Comparable premium positioning and destination-bakery model.
• Magnolia Bakery: Iconic NYC-founded specialty bakery with multiple U.S. retail locations and nationwide shipping through Goldbelly. Comparable as a destination bakery brand with strong identity, custom cakes, and a mix of retail + DTC channels.
• Baked by Melissa: NYC-based bite-size cupcake and dessert brand with strong DTC e-commerce, retail locations, and gifting/merch expansion. Comparable founder-led brand with omnichannel retail + e-commerce + CPG mix.
• Sprinkles Cupcakes: Cupcake-focused specialty bakery chain with custom celebration cakes and nationwide shipping. Closely comparable as a single-category specialty bakery with strong brand identity and custom-order business.

Emerging players

• Simple Mills: Allergen-friendly packaged baking mixes, crackers, and snacks sold through national grocery. Comparable allergen-free positioning and use of baking mixes as a CPG channel; differs in being a pure packaged brand with no fresh bakery.
• Partake Foods: Allergen-free (top-9 free) cookies, baking mixes, and pancake mixes sold through national grocery and DTC. Comparable allergen-free consumer target and baking-mix CPG model.

Broad incumbents

• Enjoy Life Foods: Allergen-free (top-9 free) cookies, baking mixes, and snacks distributed nationally through grocery. Comparable allergen-free positioning across cookies and mixes; backed by a larger parent (Mondelez).
• King Arthur Baking Company: Established national baking brand with a strong gluten-free flour and baking-mix portfolio. Comparable as a baking-mix competitor targeting allergen-conscious consumers, though much broader in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ErinMcKennaBaked
• Instagraminstagram.com/erinmckennasbakery
• TikToktiktok.com/@erinmckennabaked
• Xx.com/embakerynyc
• Facebookfacebook.com/erinmckennasbakery

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Erin McKenna's Bakery NYC