Wholly Wholesome

What Wholly Wholesome does

Wholly Wholesome is a privately held, organic baked goods brand founded in 1996 by Doon Wintz and headquartered in Chester, New Jersey. It operates as a brand within The Run-A-Ton Group, a diversified parent food company, and specializes in pre-baked organic pie shells (9" and 6" formats), rolled pie dough, and a versatile pie & pastry dough ball, alongside a food service cookie program offering pre-formed frozen cookie dough pucks. The company also markets a dedicated gluten-free sub-brand, Wholly Gluten Free (whollygf.com). All products are built around organic, non-GMO, clean-label formulations, with responsibly sourced Palm Done Right shortening as a notable supply-chain specification, and many SKUs are vegan/dairy-free.

The business operates a hybrid go-to-market model spanning four channels: retail grocery distribution nationwide (with a zip-code-based product locator), direct-to-consumer e-commerce through a Shopify storefront, third-party marketplace delivery via Instacart, and a dedicated B2B sales channel targeting food service operators and in-store bakeries. The company emphasizes ingredients-conscious consumers who want a homemade taste experience without scratch baking effort, supported by an extensive recipe library (dessert, dinner, breakfast, appetizers), influencer collaborations, and an active presence on Instagram, Facebook, Pinterest, and YouTube. Pricing is not publicly disclosed; consumer purchases are point-of-sale transactions through retail or Shopify, and food service bulk pricing is handled via direct sales contact.

The company does not operate proprietary software, APIs, or AI/ML systems; it is fundamentally a packaged-food manufacturer. Revenues and headcount are not publicly disclosed, and there are no disclosed funding rounds or institutional investors. Operations are consistent with a bootstrapped, founder/family-owned CPG business that has scaled via shelf placement in natural foods retail rather than external capital.

Name

Wholly Wholesome

Legal name

Wholly Wholesome

Website

https://whollywholesome.com

Company type

Private

Founded year

1996

Operating status

Operating

Short description

Wholly Wholesome is a 1996-founded, privately held organic baked goods brand of The Run-A-Ton Group, making organic pie shells, rolled pie dough, and a food-service cookie program sold through grocery retail, Shopify DTC, Instacart, and B2B channels for ingredient-conscious home bakers and commercial bakeries.

Ownership category

akta.pro rank

Product category

Organic Frozen Bakery Products

NAICS

Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Bread and Bakery Product Manufacturing (31181)

SIC

Bakery Products (2050)

akta.pro primary industry

Pastry, Cakes & Tortes Manufacturing (AFAKAAAB)

akta.pro secondary industries

Refrigerated & Frozen Doughs and Batters Manufacturing (AFAKACAM), Frozen Bakery Products Manufacturing (AFAKAAAF), Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD)

Keywords

• Organic pie shells
• Frozen baked goods
• Natural bakery products
• Gluten-free baked goods
• Food service cookies

Headquarters

HQ city

Chester

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Retail Product Sales: Wholly Wholesome generates revenue through the sale of packaged organic pie shells, rolled pie dough, and other baked goods sold through retail grocery stores nationwide. Products are sold directly to consumers through physical retail locations and online through the company's Shopify storefront.
2. Food Service / In-Store Bakery: The company sells pre-formed frozen cookie dough pucks and other products in bulk to food service operators and in-store bakeries. This B2B channel targets commercial bakery operations requiring clean-label ingredients.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Wholly Wholesome manufactures and sells organic, non-GMO pie shells (9-inch and 6-inch), rolled pie doughs, pie and pastry dough balls, and pre-formed frozen cookie dough pucks. Products are made with simple, natural, and organic ingredients and sold to consumers through grocery retail and e-commerce, plus to commercial bakeries through a dedicated food service channel.

Product overview

Wholly Wholesome is an organic baked goods company founded in 1996, specializing in pie shells, pie doughs, and cookies. The core product portfolio includes Traditional Organic 9" and 6" Pie Shells (pre-baked, sold in 2-3 packs), Whole Wheat Organic 9" Pie Shells, Traditional Organic Rolled Pie Dough (uncooked, roll-out dough), and Organic Pie & Pastry Dough (versatile dough ball for pastries and hand pies). The company also operates a Food Service & In-Store Bakery program offering pre-formed cookie dough in various flavors (Orange Cranberry Oatmeal, Oatmeal Raisin, Chocolate Chip, Peanut Butter, Double Chocolate Chunk with Pecans) in retail and food service sizes. All products are made with organic ingredients and the company emphasizes clean-label, natural ingredients.

Differentiator

Problem solved

Functional benefit

Brands

• Wholly Gluten Free: A dedicated line of gluten-free pie and baked goods products with its own website and product locator at whollygf.com.

Products and services

• Traditional Organic 9" Pie Shells (2 Pack)

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Autism SpeaksminorOthers · 1 January 2021Wholly Wholesome donated $12,500 to Autism Speaks as part of their 25th anniversary celebration, with the donation designated for causes supporting children with special needs.
• Camp BuddEConnectminorOthers · 1 January 2021Wholly Wholesome donated $12,500 to Camp BuddEConnect as part of their 25th anniversary celebration, with the donation designated for causes supporting children with special needs.
• The Run-A-Ton GroupcoreOthersThe Run-A-Ton Group is the parent company and brand owner of Wholly Wholesome. Wholly Wholesome is marketed as 'A Brand of The Run-A-Ton Group.' The parent company handles manufacturing and operates the business, with Wholly Wholesome representing their natural and organic baked goods portfolio.
• InstacartminorChannel Partner/ Reseller/ DistributorInstacart serves as a marketplace distribution partner enabling rapid delivery of Wholly Wholesome products to consumers. The company's social media posts frequently direct consumers to find products on Instacart.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Annie's Homegrown: Owned by General Mills, Annie's sells organic and natural baked goods (snacks, mac & cheese, cereals). It competes in the same natural-foods grocery shelf-set as Wholly Wholesome but with a much broader family-oriented product portfolio.
• Bob's Red Mill: A large-scale organic and whole-grain baking ingredient and mix manufacturer. Comparable to Wholly Wholesome as an organic, non-GMO baking-products brand distributed in natural foods and conventional grocery.
• Trader Joe's (private label): Trader Joe's extensive private-label organic and natural baked-goods assortment (including pie crusts and cookie dough) competes with Wholly Wholesome for the same health-conscious consumer across its 500+ U.S. stores.
• King Arthur Baking Company: A 200+ year old employee-owned baking brand offering organic flours, baking mixes, and ready-to-bake products. Comparable to Wholly Wholesome as a heritage organic baking brand in natural and conventional grocery channels.

Direct peers

• Edwards Desserts: A Schwan's Company brand, Edwards manufactures frozen pies and frozen dairy desserts. The frozen pie product line directly overlaps Wholly Wholesome's frozen pre-baked pie shells in retail distribution.
• Pillsbury: Owned by General Mills, Pillsbury is the dominant refrigerated pie crust and dough brand in U.S. grocery. It competes directly with Wholly Wholesome in the pie shell and rolled dough category, although Pillsbury's portfolio is conventional rather than organic/clean-label.
• Marie Callender's: Owned by Conagra Brands, Marie Callender's is a leading frozen pie and dessert brand. It overlaps with Wholly Wholesome in the frozen pie and pastry category, primarily through retail frozen aisles and food-service pie programs.
• Immaculate Baking: A subsidiary of General Mills producing organic refrigerated cookie dough and baked goods. It is a direct competitor in the clean-label frozen/refrigerated dough space and targets a similar health-conscious consumer as Wholly Wholesome.

Emerging players

• Simple Mills: A venture-backed clean-label baking and snack brand using almond flour and other whole-food ingredients. Comparable to Wholly Wholesome in clean-label positioning and DTC + retail distribution, though focused on mixes, crackers, and cookies rather than pie shells.
• Hail Merry: A small clean-label dessert brand offering gluten-free, vegan, and paleo pies, tarts, and snacks. Most directly comparable to Wholly Wholesome's gluten-free pie-shell line in product format and clean-label consumer targeting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC7I4YmwAFi9Js_LWC624GGA
• Facebookfacebook.com/WhollyWholesome
• Instagraminstagram.com/whollywholesome
• Pinterestpinterest.com/whollywholesome
• Xx.com/WhollyWholesome

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Wholly Wholesome