Van's Natural Foods

What Van's Natural Foods does

Van's Natural Foods, legally Van's International Foods, Inc., is a U.S.-based frozen breakfast food company operating under the Van's Foods brand. The company designs, manufactures, and distributes a portfolio of frozen waffles, pancakes, French toast sticks, and granola products organized into three sub-brands: Gluten Free (certified by the Gluten-Free Certification Organization), Power Grains/Protein (plant-based protein formulations using cracked red wheat, steel cut oats, millet, and brown rice), and Homestyle (no artificial flavors or trans fats). All products carry Non-GMO Project Verified status, and many are dairy-free, corn-free, and Kosher certified.

The company operates as a privately held subsidiary of Sara Lee Frozen Bakery, a diversified food conglomerate, with its legal and corporate office in Phoenix, Arizona. Underlying technology consists of conventional frozen food manufacturing focused on whole grain and gluten-free formulations using ingredients such as brown rice flour and fruit juice sweeteners; no proprietary technology platforms, patents, or technology partnerships are disclosed. Revenue is generated through wholesale product sales to retail channel partners at retailer-determined price points; the company does not publicly disclose pricing or revenue figures.

Van's distributes nationwide in the United States through natural food retailers including Whole Foods Market, Sprouts Farmers Market, Natural Grocers, Fresh Market, Earth Fare, Mother's Market & Kitchen, and Mrs. Green's Natural Market. Its customer base consists of health-conscious families seeking better-for-you breakfast options and gluten-free consumers requiring certified alternatives for celiac disease or gluten sensitivity. Marketing is conducted through social media (Facebook, Twitter, Pinterest, Instagram), an eClub email newsletter, recipe-driven content marketing, and collaborations with food blogger brand ambassadors. In July 2023, the company issued a voluntary recall of certain Gluten Free Original Waffles (Lot UW40193L) due to potential wheat presence, a defensive action addressing product integrity in its core gluten-free segment.

Name

Van's Natural Foods

Legal name

Van's International Foods, Inc.

Website

https://vansfoods.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Van's Natural Foods is a U.S. frozen breakfast food company that manufactures and distributes gluten-free, protein, and homestyle waffles, pancakes, French toast sticks, and granola through natural food retailers nationwide, serving health-conscious families and gluten-free consumers as a subsidiary of Sara Lee Frozen Bakery.

Ownership category

akta.pro rank

Product category

Frozen Breakfast Foods

NAICS

Frozen Specialty Food Manufacturing (311412), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Frozen Food Manufacturing (31141)

SIC

Bakery Products (2050), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Frozen Breakfast Foods (CRADADAC)

akta.pro secondary industries

Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK), Breakfast & brunch prepared items manufacturing (AFAKAHAH), Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM)

Keywords

• Frozen breakfast foods
• Gluten-free waffles
• Whole grain pancakes
• Natural food products
• Frozen bakery items

Headquarters

HQ city

Arizona

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Frozen Food Products: Van's Foods generates revenue through the sale of frozen waffles, pancakes, and granola products distributed through retail channels including natural food stores, grocery stores, and mass merchandisers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Van's Natural Foods manufactures and sells frozen breakfast products including waffles, pancakes, and granola formulated with whole grains, plant-based proteins, and certified gluten-free and non-GMO ingredients. The portfolio spans three sub-brands: Gluten Free waffles and pancakes (certified by GFCO), Power Grains/Protein products (made with cracked red wheat, steel cut oats, millet, and brown rice), and Homestyle pancakes (free of artificial flavors and trans fats). Products are distributed through natural food retailers, grocery chains, and mass merchandisers across the United States.

Product overview

Van's Foods is a frozen breakfast food company offering a portfolio of waffles and pancakes. The product line includes three main sub-brands: Gluten Free waffles and pancakes (certified by GFCO, made with brown rice flour), Power Grains/Protein waffles and pancakes (made with nutritious grains like cracked red wheat, steel cut oats, millet, and brown rice for plant-based protein), and Homestyle pancakes (simply wholesome frozen pancakes with no artificial flavors or trans fats). All products emphasize wholesome ingredients with various dietary certifications including Non-GMO Verified, Gluten-Free, No Artificial Flavors, Dairy Free, Corn Free, and Kosher.

Differentiator

Problem solved

Functional benefit

Products and services

• Gluten Free Totally Original Waffles Light, crispy waffles made with whole grain brown rice flour and sweetened with fruit juice, offering a gluten-free alternative to traditional waffles for gluten-sensitive consumers and families.
• Gluten Free Blueberry Waffles Gluten-free waffles made with whole grain brown rice flour and fruit juice, featuring real blueberries for gluten-sensitive consumers and families seeking better-for-you breakfast options.
• Power Grains Original Waffles Protein waffles made with nutritious grains including cracked red wheat, steel cut oats, millet and brown rice, providing plant-based protein for breakfast for health-conscious consumers.
• Power Grains Blueberry Waffles Protein waffles with blueberry flavor, made with a blend of nutritious grains including cracked red wheat, steel cut oats, millet, and brown rice for plant-based protein in the morning.
• Gluten Free Original Pancakes Fluffy gluten-free and dairy-free pancakes made with wholesome whole grains, containing 3g protein and 190 calories per serving for gluten-sensitive consumers and families.
• Homestyle Pancakes Fluffy homestyle pancakes with 0g trans fat, no preservatives, and no artificial flavors or colors for a wholesome breakfast option for families.
• Original Protein Pancakes Protein-rich pancakes made with plant-based protein for a nutritious start to the day for health-conscious consumers and families.
• Chocolate Chip Protein Pancakes Protein pancakes with chocolate chips made with plant-based protein for a wholesome, indulgent breakfast for families and health-conscious consumers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Whole Foods MarketcoreChannel Partner/ Reseller/ DistributorNatural food retailer chain stocking Van's Foods products including gluten-free waffles, pancakes, and granola. Part of Van's core retail distribution network.
• Sprouts Farmers MarketcoreChannel Partner/ Reseller/ DistributorNatural food retailer chain featuring Van's Foods products as part of their health-focused product assortment.
• Natural GrocerscoreChannel Partner/ Reseller/ DistributorNatural food retailer stocking Van's Foods products in their stores nationwide.
• Fresh MarketcoreChannel Partner/ Reseller/ DistributorSpecialty grocery retailer carrying Van's Foods products in their natural foods section.
• Earth FarecoreChannel Partner/ Reseller/ DistributorNatural food retailer featuring Van's Foods wholesome breakfast products.
• Mother's Market & KitchencoreChannel Partner/ Reseller/ DistributorNatural food retailer chain stocking Van's Foods products in Southern California.
• Mrs. Green's Natural MarketminorChannel Partner/ Reseller/ DistributorNatural food retailer chain featuring Van's Foods products.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/vansfoods
• Facebookfacebook.com/vansfoods
• Instagraminstagram.com/vansfoods
• Pinterestpinterest.com/vansfoods

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 Van's Natural Foods