Edwards Desserts

What Edwards Desserts does

Edwards Desserts is a U.S. frozen dessert brand specializing in premium pies and whipped cheesecakes, sold through grocery freezer cases nationwide. The company was founded in 1950 in Atlanta, Georgia as The Edwards Baking Company by Tom Edwards, originally operating as a local bakeshop serving restaurants, schools, and hospitals before pivoting to frozen pre-baked pies in the 1960s and individually packaged single-serve slices in the late 1970s. It has been a wholly owned brand of Schwan's Company since September 2001 and currently operates under the Schwan's Consumer Brands Division, with day-to-day digital and shared-service operations housed at Schwan's Shared Services, LLC in Bloomington, Minnesota.

The product portfolio spans two format lines: whole pies and cheesecakes (23.5-32 oz) and single-serve 2-slice packs (5-6 oz), covering roughly seventeen SKUs across key lime, chocolate crème, cookies and crème, turtle crème, lemon crème, strawberry crème, Georgia-style pecan, and a Signature whipped-cheesecake line in original, salted caramel, berry, and chocolate variants. Core production capabilities include a proprietary Original Whipped Cheesecake formula using real cream cheese and sour cream, on-site cookie baking and crust preparation, and a frozen pre-baked format introduced in the 1960s. The product portfolio carries registered EDWARDS® and Signatures Original Whipped Cheesecake trademarks.

Revenue is generated almost entirely through one-time retail sales of branded frozen desserts via grocery and discount-retail channels, with no subscription or licensing model. Distribution is concentrated in major U.S. retail accounts, including Walmart, Target, Food Lion, Family Dollar Same Day, and online delivery services Instacart and Walmart Grocery Pickup. Marketing is primarily top-of-funnel, executed through Facebook, Instagram, X (Twitter), a recipe and cocktail-pairing blog, and email/sweepstakes promotions. The target end customer is the everyday U.S. grocery shopper purchasing frozen desserts for holidays, family occasions, and personal indulgence, with a secondary individual-portion segment served by the single-serve line.

Name

Edwards Desserts

Legal name

Schwan's Shared Services, LLC

Website

https://edwardsdesserts.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

251–500 employees

Short description

Edwards Desserts is a U.S. frozen dessert brand specializing in premium pies and whipped cheesecakes, sold through grocery freezers nationwide. Founded in 1950 and owned by Schwan's Company since 2001, it serves everyday consumers via Walmart, Target, Food Lion, Instacart, and Family Dollar.

Ownership category

akta.pro rank

Headquarters

HQ city

Marshall

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, Infrastructure

Revenue model

1. Frozen Dessert Retail Sales: Edwards Desserts generates revenue through the sale of frozen pies and cheesecakes to consumers via retail grocery stores and online delivery platforms. Products are sold as whole desserts and in convenient individual servings.
2. E-commerce/Direct Delivery: Products sold through online marketplaces and delivery services including Instacart, Walmart Grocery Pickup, and Family Dollar Same Day, enabling direct-to-consumer sales through third-party platforms.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Edwards Desserts manufactures and sells premium frozen pies and whipped cheesecakes under the EDWARDS® brand. The portfolio includes whole pies (24-32 oz) and single-serve 2-slice packs (5-6 oz), featuring flavors such as key lime, chocolate crème, turtle, cookies and crème, lemon, strawberry, and signature whipped cheesecakes. Products are made with real cream cheese, real Key West lime juice, and fresh-baked cookie-crumb crusts produced on-site.

Product overview

Edwards Desserts is a frozen dessert company offering a portfolio of premium pies and cheesecakes sold through grocery store freezers nationwide. The product line consists of two main categories: Whole Pies (full-size desserts at 24-32 oz) and Single Serve (2-slice packages at 5-6 oz). Whole pie offerings include EDWARDS® Chocolate Crème Pie, Key Lime Pie, Turtle Crème Pie, Cookies and Crème Pie, Strawberry Crème Pie, Georgia Style Pecan Pie, and Signature varieties (Salted Caramel Cheesecake, Original Whipped Cheesecake, Berry Whipped Cheesecake, Chocolate Whipped Cheesecake, and Lemon Crème Pie). Single Serve products offer individual portions of the same flavors in convenient 2-slice packs. All products feature fresh-baked cookie-crumb crusts, velvety whipped fillings, and decorative crème rosettes. The company was founded in 1950 and is now part of Schwan's Company, operating from Bloomington, Minnesota.

Differentiator

Problem solved

Functional benefit

Products and services

• EDWARDS® Midnight Chocolate Pie – 2 Slices Single-serve frozen dessert consisting of 2 slices of chocolate pie with black cocoa crust, chocolate filling, butter fudge, and chocolate accents. Sold at 5.1 oz for individual consumers.
• EDWARDS® Key Lime Pie - 2 Slices Single-serve frozen dessert with 2 slices of key lime pie made with real Key West lime juice, topped with whipped crème rosettes on a fresh-baked cookie crumb crust. Sold at 6.5 oz.
• EDWARDS® Chocolate Crème Pie - 2 Slices Single-serve frozen dessert with 2 slices of chocolate and vanilla crème pie topped with chocolate drizzle, chocolate chips, and whipped crème rosettes. Sold at 5.34 oz.
• EDWARDS® Turtle Crème Pie - 2 Slices Single-serve frozen dessert with 2 slices of turtle pie filled with smooth caramel filling infused with rich caramel, topped with chocolate drizzle, pecans, and whipped crème rosettes. Sold at 5.4 oz.
• EDWARDS® Cookies and Crème Pie - 2 Slices Single-serve frozen dessert with 2 slices layered with fluffy vanilla crème and chocolate cookie crumbles, topped with whipped crème rosettes and cookie crumb garnish. Sold at 5.2 oz.
• EDWARDS® Lemon Crème Pie - 2 Slices Single-serve frozen dessert with 2 slices featuring refreshing lemon crème layers with tangy lemon filling on a fresh-baked cookie crumb crust, garnished with lemon candy. Sold at 6.08 oz.
• EDWARDS® Signatures Berry Whipped Cheesecake - 2 Slices Single-serve frozen whipped cheesecake with 2 slices made with real cream cheese and sour cream, featuring berry swirl filling, finished with rosettes. Sold at 5.4 oz.
• EDWARDS® Signatures Original Whipped Cheesecake - 2 Slices Single-serve frozen whipped cheesecake with 2 slices made with real cream cheese and sour cream, whipped into smooth creamy filling with rosettes. Sold at 5.4 oz.
• EDWARDS® Signature Salted Caramel Cheesecake Whole frozen cheesecake made with real cream cheese whipped into smooth caramel filling, injected with salted caramel, topped with whipped cheesecake rosettes on a fresh-baked cookie-crumb crust. Sold at 24 oz.
• EDWARDS® Signatures Original Whipped Cheesecake Whole frozen whipped cheesecake made with real cream cheese and sour cream, whipped into smooth creamy filling with beautiful rosettes on a fresh-baked cookie-crumb crust. Sold at 24 oz.
• EDWARDS® Chocolate Crème Pie Whole frozen chocolate lover's pie with layers of chocolate and vanilla crème filling, topped with chocolate drizzle, chocolate chips, and whipped crème rosettes on a fresh-baked cookie-crumb crust. Sold at 25.5 oz.
• EDWARDS® Strawberry Crème Pie Whole frozen strawberry crème pie with velvety layers and fresh-baked cookie-crumb crust, meticulously whipped and topped to perfection. Sold at 25 oz.
• EDWARDS® Georgia Style Pecan Pie Whole frozen pecan pie with sweet custardy filling and premium caramelized pecans on an extra flaky pastry crust. Sold at 32 oz.
• EDWARDS® Turtle Crème Pie Whole frozen turtle crème pie with smooth caramel filling, topped with chocolate drizzle, pecans, and whipped crème rosettes. Sold at 25.1 oz.
• EDWARDS® Cookies and Crème Pie Whole frozen cookies and crème pie with fluffy vanilla crème and chocolate cookie crumbles, topped with whipped crème rosettes and cookie crumb garnish. Sold at 26 oz.
• EDWARDS® Key Lime Pie Whole frozen key lime pie made with real Key West lime juice, topped with whipped crème rosettes on a fresh-baked cookie-crumb crust. Sold at 30.4 oz.
• EDWARDS® Lemon Crème Pie Whole frozen lemon crème pie with refreshing layers of lemon crème and tangy lemon filling on a fresh-baked cookie-crumb crust. Sold at 27 oz.

Quantifiable outcome

• Store in refrigerator up to 3 days after thawing
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Conagra Brands: Large packaged-foods conglomerate owning Marie Callender's, Healthy Choice, and other frozen dessert/food lines. Competes with Edwards across frozen retail and brings broader portfolio pricing pressure.
• Bimbo Bakeries USA: Largest U.S. bakery manufacturer (Thomas', Sara Lee bread, Entenmann's). Competes with Edwards in dessert occasions and has the scale and DSD network to influence category dynamics.
• Wells Enterprises (Blue Bunny): Large U.S. frozen dessert manufacturer (Blue Bunny, Halo Top). Adjacent competitor in the frozen desserts freezer case, influencing shopper decisions and shelf-space allocation.
• Nestlé USA (Frozen): Owns Stouffer's, DiGiorno, and other frozen brands with broad retail presence. Overlaps with Edwards in the frozen grocery aisle and brings significant R&D and marketing scale.

Direct peers

• Sara Lee Desserts: Frozen pies and cheesecakes distributed in U.S. grocery. Direct comparable to Edwards across frozen dessert pies and cheesecakes at retail, similar price tiers and consumption occasions.
• Marie Callender's: Conagra Brands' flagship frozen pie line. Marie Callender's competes head-to-head with Edwards in the frozen creme and fruit pie segment at retail grocery with similar whole-pie and single-serve formats.
• Mrs. Smith's Pies: Kellanova/Kellogg's frozen pie brand offering whole and single-serve pies in mainstream grocery. Direct overlap with Edwards in product category, channel mix, and target consumer.
• The Cheesecake Factory Bakery: Frozen cheesecake line sold at retail grocery. Direct competitor to Edwards' Whipped Cheesecake and Signature Salted Caramel Cheesecake SKUs in the premium frozen cheesecake segment.

Emerging players

• Friendly's: Heritage frozen-dessert and ice-cream cake brand with retail and foodservice distribution. Comparable in heritage and frozen dessert positioning, with a strong nostalgic brand equity similar to Edwards.
• Junior's Cheesecake: Iconic Brooklyn cheesecake brand now sold frozen at retail grocery. Direct competitive overlap with Edwards' Whipped Cheesecake products in the premium frozen cheesecake niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/EdwardsDesserts
• Facebookfacebook.com/edwardsdesserts
• Instagraminstagram.com/edwards_desserts
• LinkedInlinkedin.com/company/edwards-fine-foods-inc.

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 Edwards Desserts