The Krusteaz Company
- Company typePrivate
- Founded1932
- HeadquartersSeattle, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
The Krusteaz Company firmographics
Firmographics- Name
- The Krusteaz Company
- Legal name
- Continental Mills, Inc.
- Website
- https://thekrusteazcompany.com
- Company type
- Private
- Founded year
- 1932
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
The Krusteaz Company industry classification
Industry- Product category
- Baking Mixes & Breakfast Foods
- NAICS
- Bakeries and Tortilla Manufacturing (3118)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)
- akta.pro secondary industries
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM)
Keywords
Where The Krusteaz Company is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The Krusteaz Company business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Consumer Packaged Goods Sales: The company generates revenue through the sale of breakfast, baking, and snack products to consumers via retail partners (Walmart, Kroger) and direct-to-consumer e-commerce through Krusteaz.com. Products include pancake mixes, muffins, breads, snacks, and related baking products under brands including Krusteaz, WildRoots, Buck Wild, Kretschmer, Albers, and Alpine.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | National Pancake Day promotional bundle |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
The Krusteaz Company product offering
Product offeringCore offering
The Krusteaz Company manufactures and sells consumer packaged food products including pancake and waffle mixes, muffin and bread mixes, baking mixes, snacks, wheat germ, grits, cornbread, and cider. Products are sold under multiple brands including Krusteaz (home consumer), Krusteaz Professional (food service), WildRoots, Buck Wild, Kretschmer, Albers, and Alpine Cider.
Product overview
The Krusteaz Company is a family-owned food manufacturing business founded in 1932 and now the flagship brand of Continental Mills. The company offers a portfolio of breakfast, baking, and snack products across multiple sub-brands. The core product line centers on the Krusteaz brand of pancake mixes, waffle mixes, muffins, and baking products for home consumers, complemented by Krusteaz Professional for food service customers. Additional brands include WildRoots Foods and Buck Wild (snacks), Kretschmer Wheat Germ, Albers (grits and cornbread), Alpine Cider, and CB Old Country Store. The company sells products through its e-commerce store, major retailers including Walmart and Kroger, and food service channels.
Differentiator
Problem solved
Functional benefit
Brands
- Krusteaz: Primary brand of pancake mixes, baking mixes, and breakfast products.
- Buck Wild
- WildRoots
- Kretschmer
- Albers
- Alpine
Products and services
- Krusteaz (consumer brand) Flagship brand of pancake mixes, waffle mixes, muffins, bread mixes, and various baking mixes targeted at home consumers seeking convenient just-add-water baking solutions.
- Krusteaz Professional
Companies that use The Krusteaz Company
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
The Krusteaz Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Krusteaz Company partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered major and operational.
- WalmartmajorWalmart serves as a major retail distribution channel for Krusteaz products, making the company's pancake mixes, muffins, and baking products available at select Walmart locations across the United States.
- KrogermajorKroger serves as a major retail distribution channel for Krusteaz products at select Kroger locations, complementing the company's direct-to-consumer e-commerce channel.
- CPG.IOoperationalCPG.IO handles fulfillment and shipping for online orders placed through Krusteaz.com. The platform manages order processing, shipment tracking, and returns processing from their facility in Addison, Illinois.
- ShopifyoperationalThe Krusteaz online store is hosted on Shopify's e-commerce platform, providing the technical infrastructure for the company's direct-to-consumer online sales channel.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
The Krusteaz Company competitors and assessment
Company assessmentEmerging players
- Hodgson Mill: Hodgson Mill sells pancake mixes, baking flours, and grain-based products similar to Krusteaz's pancake and wheat germ lines; smaller scale but direct product overlap makes it a relevant niche comparable in the baking aisle.
- Kodiak Cakes: Kodiak Cakes offers better-for-you pancake/waffle mixes and breakfast products marketed through grocery and DTC; it competes on the same consumer occasion as Krusteaz, particularly WildRoots/snack adjacency, and represents a rising challenger in the segment.
Direct peers
- Duncan Hines: Duncan Hines, owned by Conagra, is a leading baking and cake-mix brand sold through the same mass grocery channels as Krusteaz; it is highly comparable on product form (mixes) and customer base (at-home bakers).
- Betty Crocker (General Mills): Betty Crocker is the market leader in baking mixes, cake mixes, and frostings and competes head-to-head with Krusteaz on retail shelves; its parent General Mills invests heavily in trade promotion and innovation, making it the most directly comparable CPG baking brand portfolio.
- Bob's Red Mill: Bob's Red Mill sells baking flours, mixes, and pantry staples with a strong specialty/health-focused positioning that competes with Krusteaz's higher-end and baking-mix SKUs; comparable distribution across grocery and DTC channels.
- Pillsbury (General Mills): Pillsbury competes directly in pancake mixes, refrigerated doughs, and baking products in the same grocery aisle as Krusteaz; overlap with Krusteaz's flagships (pancake, waffle, bread mixes) and Albers corn products makes it a near-direct competitor.
- Bisquick (Betty Crocker / General Mills): Bisquick is a direct pancake/baking mix competitor from General Mills occupying the same shelf set as Krusteaz Buttermilk Pancake Mix; similar product, similar consumer occasion, and similar price positioning make it a top-line rival.
- King Arthur Baking Company: King Arthur Baking is a leading premium baking flour and mix brand sold through grocery and DTC; its consumer base (serious home bakers) overlaps with Krusteaz's baking mix buyers and matches the company's move upmarket.
- Martha White: Martha White produces pancake mixes, cornmeal, and related Southern-style baking items that compete directly with Krusteaz's pancake/waffle mixes and with Albers corn products in overlapping grocery channels.
Broad incumbents
- Annie's Homegrown (General Mills): Annie's, a General Mills brand, competes with Krusteaz in baking mixes and snacks from a natural/organic angle, similar to the WildRoots positioning; it broadens the competitive set into better-for-you products within the same channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Krusteaz Company social profiles
Digital presenceThe Krusteaz Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Krusteaz Company leadership team
Management profileNumber of profiles
Profiles2 records
The Krusteaz Company subsidiaries and ownership
Company hierarchySubsidiaries3 records
The Krusteaz Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Krusteaz Company 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 The Krusteaz Company
What does The Krusteaz Company do?
The Krusteaz Company manufactures and sells consumer packaged food products including pancake and waffle mixes, muffin and bread mixes, baking mixes, snacks, wheat germ, grits, cornbread, and cider. Products are sold under multiple brands including Krusteaz (home consumer), Krusteaz Professional (food service), WildRoots, Buck Wild, Kretschmer, Albers, and Alpine Cider.
Is The Krusteaz Company a public or private company?
The Krusteaz Company is a private company. It is classified as family owned and is currently operating.
When was The Krusteaz Company founded?
The Krusteaz Company was founded in 1932. It employs 501 to 1,000 people.
Where is The Krusteaz Company based?
The Krusteaz Company is headquartered in Seattle, United States, in the North America region.
How does The Krusteaz Company make money?
One revenue line is on record: consumer Packaged Goods Sales.
Who are The Krusteaz Company's main competitors?
Emerging players on record are Hodgson Mill and Kodiak Cakes. Direct peers are Duncan Hines, Betty Crocker (General Mills), Bob's Red Mill, Pillsbury (General Mills), Bisquick (Betty Crocker / General Mills), King Arthur Baking Company and Martha White. Annie's Homegrown (General Mills) is listed as a broad incumbent.
Does The Krusteaz Company have an API?
No public API is recorded for The Krusteaz Company.
What industry is The Krusteaz Company in?
The Krusteaz Company's product category is Baking Mixes & Breakfast Foods. Its primary akta.pro industry code is CRADAAAD, Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin), with a secondary code of AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused). Its NAICS code is 3118 and its SIC code is 2050.