Bake from Scratch

What Bake from Scratch does

Bake from Scratch is a bi-monthly print and digital baking magazine published by Hoffman Media since approximately 2016, targeting amateur and enthusiast home bakers. The core product is the magazine itself, supported by an extensive categorized recipe archive (223+ pages spanning breads, cakes, pies and tarts, pastries, cookies and bars, beverages, and how-tos), the Baking School online and on-demand classes, Baking School In-Depth masterclasses, in-person Baking Retreats, the Better Baking Academy premium video program, and The Crumb podcast. The publication is editorially led by Editor-in-Chief Brian Hart Hoffman with Test Kitchen Director Laura Crandall, and content is produced in a dedicated test kitchen with sponsorship from a roster of Test Kitchen Partners including C&H Sugar, Kerrygold, Red Star, Rodelle, Schermer, Bonne Maman, and Bel Gioioso.

The business operates a multi-revenue-stream model. Recurring revenue comes from annual print and digital magazine subscription bundles plus gift subscriptions. One-time and transactional revenue comes from cookbooks (e.g., 'The Jelly Queen's Kitchen' priced at $39.95), special issues, cake pans, linens, kitchen accessories, and gift cards sold through the e-commerce shop and the Hoffman Media Store. Event-driven and education revenue comes from Baking School on-demand classes, in-person Baking Retreats, and joint live classes with Williams Sonoma taught by Brian Hart Hoffman. The flagship distribution partnership with Williams Sonoma also extends to a co-branded Bake from Scratch x Williams Sonoma Collection. Go-to-market is community-led and event-driven, leveraging Instagram (@thebakefeed), Facebook, Pinterest, Twitter, and YouTube with a user-generated content hashtag (#thebakefeed), an email newsletter with a free 'Essential Baking' Special Issue signup incentive, and editorial coverage in the magazine itself.

The company is privately held by Hoffman Media, a US-based privately-held media publishing conglomerate, with 11-50 employees and no disclosed external funding. No financial figures (revenue, ARR, GMV) are publicly disclosed, and there are no AI/ML capabilities, technology products, or external investors indicated in the available source material. The company is operationally active, with current website content, recent product offerings, and a brand refresh evidenced by new logo assets deployed in early 2025.

Name

Bake from Scratch

Legal name

Bake from Scratch Magazine

Website

https://bakefromscratch.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Bake from Scratch is a bi-monthly print and digital baking magazine published by Hoffman Media, serving home baking enthusiasts through professionally tested recipes, Baking School classes, in-person retreats, a podcast, and branded merchandise distributed via direct subscriptions and a flagship Williams Sonoma retail partnership.

Ownership category

akta.pro rank

Product category

Baking Magazine and Lifestyle Content

SIC

Book Printing (2732)

akta.pro primary industry

Baking & Pastry Classes (THAJAGAJ)

Keywords

• Baking magazine
• Artisan baking recipes
• Baking education classes
• Cookbook publishing
• Baking lifestyle content

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Magazine Subscriptions: Bi-monthly print and digital magazine subscriptions sold directly through the website and Hoffman Media Store. Subscribers receive recipes, how-tos, and editorial content.
2. Book Sales: Sale of cookbooks and special issues through the Shop section. Products include books, magazines, special issues, cake pans, linens, and kitchen miscellaneous items.
3. Baking School Programs: On-demand baking classes and Better Baking Academy video programs sold as digital products. Also includes in-person Baking School and Baking Retreats.
4. Retail Products: Sale of branded merchandise including gift cards, cake pans, linens, and kitchen accessories through the e-commerce shop.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Bake from Scratch is a bi-monthly print and digital baking magazine published by Hoffman Media, featuring expert-tested recipes, how-tos, bakery spotlights, and baking culture content. The magazine is complemented by Baking School online classes, Baking School In-Depth masterclasses, in-person Baking Retreats, The Crumb podcast, a weekly email newsletter, and an e-commerce shop selling cookbooks, special issues, cake pans, linens, and kitchen accessories.

Product overview

Bake from Scratch is a bi-monthly baking magazine and digital platform from Hoffman Media. The core offering is the Bake from Scratch Magazine (available in print and digital formats), which provides recipes, baking techniques, and baking culture content. The platform includes an extensive Recipe database organized by categories (Breads, Cakes, Pies & Tarts, Pastries, Cookies & Bars, Beverages, How-tos), supported by educational modules including Baking School (online/on-demand classes), Baking School In-Depth (masterclasses), and Baking Retreats (in-person events). The SHOP offers related products including Books, Magazines & Special Issues, Cake Pans, Linens, Kitchen Miscellaneous, Better Baking Academy videos, and Gift Cards. Additional offerings include The Crumb Podcast, a Newsletter with free gift incentive, Test Kitchen Partners program, and the Bake from Scratch x Williams Sonoma Collection. The platform functions as a unified content and commerce ecosystem for artisan baking enthusiasts.

Differentiator

Problem solved

Functional benefit

Brands

• The Crumb: Podcast: A podcast featuring baking discussions and content from the Bake from Scratch team.
• Baking School
• Baking Retreats

Products and services

• Bake from Scratch Magazine A bi-monthly print and digital baking publication from Hoffman Media featuring recipes, baking tutorials, bakery spotlights, and product recommendations for artisan baked goods. Available in print + digital subscription bundles and as gift subscriptions.
• Baking School Online baking classes taught by experts, including live and on-demand sessions covering various baking techniques and recipes available via the shop.
• Baking School In-Depth Comprehensive in-depth baking tutorials and masterclasses covering advanced techniques and specialty topics.
• Baking Retreats In-person baking retreat events offering immersive learning experiences with expert instructors, including hands-on pastry and laminated dough classes.
• Cookbooks and Special Edition Books Cookbooks and special edition books published by Bake from Scratch, including titles such as 'The Jelly Queen's Kitchen' priced at $39.95.
• Better Baking Academy Premium video-based baking instruction with exclusive academy content offering in-depth baking education.
• Cake Pans and Bakeware Specialty cake pans and bakeware available for purchase through the shop.
• Kitchen Tools and Accessories Various kitchen tools and accessories for baking sold through the shop.
• Linens Decorative and functional linens for the kitchen and baking sold through the shop.
• Gift Cards Digital gift cards for purchasing Bake from Scratch products and subscriptions.
• Bake from Scratch x Williams Sonoma Collection Collaborative product line with Williams Sonoma featuring specialty baking items available via the Shop The Issue page.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Test Kitchen Partners (C&H Sugar, Kerrygold, Red Star, Rodelle, Schermer, Bonne Maman, Bel Gioioso)coreOthersVarious ingredient and product brands serve as official Test Kitchen Partners, providing products for recipe development and testing in the Bake from Scratch test kitchen. These partnerships enable the magazine to develop and showcase recipes using specific branded ingredients.
• Williams SonomaflagshipGTM or Marketing PartnerWilliams Sonoma is a key retail partner for Bake from Scratch, featuring the Bake from Scratch x Williams Sonoma Collection and hosting joint Baking School classes taught by editor Brian Hart Hoffman. Classes are offered both in-store and virtually through Williams Sonoma's platform.
• PlugràminorOthersPlugrà butter is referenced in pastry and laminated dough recipes, indicating a product partnership for recipe development in Baking Retreat programs.
• Swans Down Cake FlourminorOthersFeatured brand in holiday baking content, with promotional partnership for using Swans Down Cake Flour in recipes since 1894.
• Hoffman MediacoreOthersParent publishing company that owns and publishes Bake from Scratch magazine. Hoffman Media handles distribution, subscriptions, and retail sales through the Hoffman Media Store.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bon Appétit: Condé Nast food magazine with a strong digital/video presence, recipe archive, and lifestyle brand — competing for the same home cooking enthusiast audience.
• Taste of Home: Reader Food & Media's flagship home-cooking magazine and recipe platform — competing for the same home-baking enthusiast subscriber base.
• Food & Wine: Long-established food magazine (Dotdash Meredith) with recipes, cooking education, and a similar special-interest enthusiast audience overlap.
• King Arthur Baking Company: Baking-focused brand combining flour/baking ingredients with extensive baking education content, recipes, classes, and a print catalog — directly comparable in category and educational mission.
• Saveur: Independent food magazine emphasizing recipes, culinary culture, and artisan food storytelling — comparable editorial positioning to Bake from Scratch's bakery-spotlight content.
• America's Test Kitchen: Cookbook-tested recipe media brand with magazines, on-demand video classes, and cookbooks — the closest analog to Bake from Scratch's recipe + education + commerce model.
• Milk Street: Christopher Kimball's cooking media company combining a magazine, on-demand video school, podcast, and cookbooks — a near-parallel multi-format monetization model.
• The Pioneer Woman Magazine: Ree Drummond's food/lifestyle magazine with recipes, branded cookware, and a personality-driven brand — comparable as a niche enthusiast food media brand.
• Magnolia Journal: Quarterly lifestyle magazine from Chip and Joanna Gaines' Magnolia brand — comparable as a curated special-interest print + digital publication sold via subscription.

Broad incumbents

• Better Homes & Gardens: Dotdash Meredith's flagship home and food title — overlaps with Bake from Scratch on home baking content but serves a much broader home/lifestyle audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/thebakefeed
• YouTubeyoutube.com/channel/UCUJT_KsKiHl2soSbEHWOxyg/videos
• Facebookfacebook.com/bakefromscratch
• Instagraminstagram.com/thebakefeed
• Pinterestpinterest.com/bakefromscr0496
• LinkedInlinkedin.com/company/bake-from-scratch

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Bake from Scratch