Barbara's Bakery

What Barbara's Bakery does

Barbara's Bakery (operated as Barbara's / Barbara's Cereals & Snacks) is a United States-based natural-food cereal and snack brand founded in 1971 and headquartered in Lakeville, Minnesota. The brand is owned by Post Consumer Brands, LLC, a wholly-owned subsidiary of Post Holdings, Inc. (NYSE: POST), and sits within Post Consumer Brands' portfolio of approximately two dozen grocery and cereal brands, which also includes Honey Bunches of Oats, Puffins, Malt-O-Meal, Pebbles, and Great Grains.

Barbara's core products are its cheese puff line (Baked Original Cheese Puffs, Baked White Cheddar Cheese Puffs, Jalapeño Cheese Puffs, and Original Cheese Puffs) and its legacy natural and whole grain cereals under the Puffins franchise. Products are positioned as gluten-free, non-GMO, organic, and whole grain where applicable, with an explicit 'back-to-basics' clean-label messaging that highlights real cheese and recognizable ingredients. Distribution is primarily through nationwide retail grocery channels via Post Consumer Brands' network, supplemented by a direct online 'Buy Now' channel on the parent's website. Marketing is concentrated on Instagram (@barbarasbakery), Facebook (facebook.com/barbarasbakery), and recipe content designed to broaden usage occasions.

Commercially, Barbara's generates revenue through one-time consumer packaged goods sales at retail and online to two principal persona segments: health-conscious consumers seeking non-GMO, organic, and gluten-free options, and families seeking better-for-you snacks for children. The brand has 11-50 employees and does not separately disclose revenue; financial results are consolidated within Post Consumer Brands and ultimately within Post Holdings' reported financials.

Name

Barbara's Bakery

Legal name

Post Consumer Brands, LLC

Website

https://barbaras.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

11–50 employees

Short description

Barbara's Bakery is a US natural-food cereal and snack brand, founded in 1971 and owned by Post Consumer Brands (a Post Holdings subsidiary), selling gluten-free, non-GMO, and organic cheese puffs and cereals to health-conscious consumers and families through grocery and online retail.

Ownership category

akta.pro rank

Product category

Snack and Cereal Foods

NAICS

Bread and Bakery Product Manufacturing (31181), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050)

akta.pro primary industry

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

Keywords

• Branded snack foods
• Cereal products
• Cheese puffs
• Gluten-free snacks
• Non-GMO foods

Headquarters

HQ city

Lakeville

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, Marketing or Sales, Personnel

Revenue model

1. Consumer packaged goods sales: Barbara's generates revenue through the sale of cereals and snacks including cheese puffs, distributed via retail grocery stores and online channels to consumers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Barbara's Bakery manufactures and sells branded cereals and baked cheese puff snacks under the Barbara's name, including Baked Original Cheese Puffs, Baked White Cheddar Cheese Puffs, Jalapeño Cheese Puffs, Original Cheese Puffs, and Puffins cereals. The portfolio emphasizes non-GMO, organic, gluten-free, and whole grain options made with simple, recognizable ingredients, sold to consumers through retail grocery and online channels.

Product overview

Barbara's is a cereal and snack brand under Post Consumer Brands offering Non-GMO and organic choices. The product portfolio includes whole grain cereals and cheese puff snacks. The cheese puff line features multiple varieties including Baked Original Cheese Puffs, Baked White Cheddar Cheese Puffs, Jalepeño Cheese Puffs, and Original Cheese Puffs. Products are positioned as made with real cheese, with gluten-free and whole grain options available.

Differentiator

Problem solved

Functional benefit

Brands

• Baked Original Cheese Puffs: Gluten-free baked cheese puff snack made with real cheese.
• Baked White Cheddar Cheese Puffs
• Jalepeño Cheese Puffs
• Original Cheese Puffs

Products and services

• Baked Original Cheese Puffs Gluten-free baked cheese puff snack made with real cheese and simple, recognizable ingredients, positioned for health-conscious consumers and family snacking.
• Baked White Cheddar Cheese Puffs Gluten-free baked cheese puff snack with a white cheddar flavor, made with real cheese and simple ingredients for health-conscious consumers and families.
• Jalapeño Cheese Puffs Spicy jalapeño-flavored cheese puff snack made with real cheese, part of the Barbara's cheese puff portfolio for consumers seeking bolder flavor options.
• Original Cheese Puffs Classic original-flavored cheese puff snack made with real cheese, positioned as a family-friendly, better-for-you snack option.
• Puffins Cereals Whole grain, non-GMO cereal brand under Barbara's, offering breakfast options for health-conscious consumers and families seeking simple-ingredient cereals.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights3 records

Direct peers

• Kashi: Kashi (Kellanova) sells natural, whole-grain cereals and snack products aimed at health-conscious consumers — directly comparable in category (cereals + snacks) and clean-ingredient brand positioning to Barbara's.
• Simple Mills: Simple Mills makes almond-flour crackers and better-for-you snacks positioned on clean, simple ingredients — operating in the same gluten-free, natural-ingredients snack aisle where Barbara's baked cheese puffs compete, with similar health-conscious consumer targeting.
• Nature's Path: Nature's Path is an independent organic cereal, granola, and snack brand built on non-GMO, organic, and whole-food positioning — closely mirroring Barbara's ingredient-story and category footprint in better-for-you grocery aisles.
• Cascadian Farm: Cascadian Farm (General Mills) is a pioneering organic cereal brand emphasizing non-GMO, whole grain ingredients — directly comparable to Barbara's cereal portfolio and clean-label value proposition.
• Annie's Homegrown: Annie's (owned by General Mills) sells organic and natural cereals, crackers, and snacks targeting families and health-conscious consumers — directly overlapping Barbara's cereal and cheese puff portfolio, clean-label positioning, and grocery distribution model.

Broad incumbents

• PepsiCo (Frito-Lay): Frito-Lay (PepsiCo) dominates the puffed-cheese snack category with Cheetos and is rapidly extending into better-for-you baked alternatives; it is the incumbent competitive anchor for Barbara's cheese puff business.

Emerging players

• Late July Snacks: Late July is an organic, non-GMO snack and cracker brand in better-for-you grocery — comparable ingredient positioning to Barbara's cheese puffs and overlapping health-conscious family target customer.
• Back to Nature: Back to Nature produces cookies, crackers, and granola with simple ingredients — competing in the same wholesome-snack set as Barbara's cheese puffs, though narrower in cereal/category breadth.
• MadeGood: MadeGood produces organic, allergen-free, school-safe snacks positioned for health-conscious families — competing in the same better-for-you family snacking occasion as Barbara's baked cheese puffs.
• Newman's Own: Newman's Own offers organic cereals, snacks, and cookies under a recognizable purpose-driven brand — overlapping category footprint (cereals + snacks), clean-label story, and grocery distribution with Barbara's.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/postconsumerbrands
• Facebookfacebook.com/barbarasbakery
• LinkedInlinkedin.com/company/barbaras-bakery
• Instagraminstagram.com/barbarasbakery

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 Barbara's Bakery