Nature’s Own
Nature's Own is the #1 selling loaf bread brand in the United States, owned by Flowers Foods (NYSE: FLO), selling packaged sliced breads, buns, and rolls nationwide through retail grocery stores under the Core, Perfectly Crafted, and Life sub-brands.
- Company typePrivate
- Founded1977
- HeadquartersThomasville, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nature’s Own does
Nature's Own is a U.S. packaged bread brand founded in 1977 and wholly owned by Flowers Foods, Inc. (NYSE: FLO), a publicly traded bakery company headquartered in Thomasville, Georgia. The brand sells sliced breads, buns, rolls, and related bakery products through retail grocery stores nationwide, and is ranked the #1 selling loaf bread brand in the United States based on Circana syndicated unit sales data. The portfolio is organized into three sub-brands: Nature's Own Core (classic varieties including Honey Wheat, Butterbread, 100% Whole Wheat, Hawaiian, and Whitewheat, plus small loaf and bun formats), Perfectly Crafted (premium thick-sliced artisan-style breads and brioche buns), and Life (functional/nutritional SKUs spanning Protein+Wheat, KETO with net-1-carb claims, and Light/lower-calorie options).
The business model is a traditional consumer packaged goods wholesale-to-retail model: revenue is generated through one-time product sales to retail grocery partners who in turn sell to end consumers. The company does not operate a direct-to-consumer e-commerce store and instead drives store traffic via a website product locator. The brand operates no proprietary technology platform, AI/ML systems, or APIs. As of 2026, the full portfolio has been reformulated with up to 38% fewer ingredients, carries Non-GMO Project Verified certification across all SKUs, and contains no artificial colors, flavors, or preservatives. A multi-platform marketing campaign featuring John Cena as 'Breaducator' runs across national TV, connected TV (CTV), digital video, and social media to communicate ingredient transparency to health-conscious parents.
Pricing is not publicly disclosed; retail prices are set by individual grocery chains. The company does not disclose brand-level revenue, and as a wholly-owned subsidiary all financial detail is consolidated into Flowers Foods' SEC filings. Nature's Own faces a recent regulatory exposure from Florida Department of Health testing that detected triple-digit glyphosate levels in some Nature's Own SKUs, a finding that creates reputational risk for the brand's clean-label positioning.
Nature’s Own firmographics
Firmographics- Name
- Nature’s Own
- Legal name
- Nature's Own (brand owned by Flowers Foods Inc.)
- Website
- https://naturesownbread.com
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Nature's Own is the #1 selling loaf bread brand in the United States, owned by Flowers Foods (NYSE: FLO), selling packaged sliced breads, buns, and rolls nationwide through retail grocery stores under the Core, Perfectly Crafted, and Life sub-brands.
- Ownership category
- akta.pro rank
Nature’s Own industry classification
Industry- Product category
- Packaged Bakery / Bread
- NAICS
- Commercial Bakeries (311812), Bread and Bakery Product Manufacturing (31181), Bakeries and Tortilla Manufacturing (3118)
- SIC
- Bakery Products (2050), Food And Kindred Products (2000)
- akta.pro primary industry
- Bread & Rolls Manufacturing (AFAKAAAA)
- akta.pro secondary industries
- Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly) (CRADAAAI), Bread & Rolls Wholesale (AFAIAFAA)
Keywords
Where Nature’s Own is headquartered
LocationHeadquarters
- HQ city
- Thomasville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Nature’s Own business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Retail Bread Sales: Nature's Own generates revenue through the sale of packaged bread products to consumers via retail grocery stores and supermarket chains across the United States. The company is a subsidiary of Flowers Foods (NYSE: FLO).
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Nature’s Own product offering
Product offeringCore offering
Nature's Own manufactures and sells packaged sliced bread, buns, rolls, small loaves, and related bakery products in the United States. The portfolio is organized under three sub-brands: Core (classic varieties such as Honey Wheat, Butterbread, 100% Whole Wheat), Perfectly Crafted (premium thick-sliced and brioche-style artisan breads and buns), and Life (functional offerings including Protein+Wheat, KETO net-1-carb, and lower-calorie lines). All products are Non-GMO Project Verified with no artificial colors, flavors, or preservatives.
Product overview
Nature's Own is the nation's No. 1 selling loaf bread brand (per Circana data), operated by Flowers Foods. The company offers a multi-tiered bread portfolio organized into three main sub-brands: (1) Core Nature's Own line featuring classic bread varieties (Honey Wheat, Butterbread, 100% Whole Wheat, Hawaiian, 100% Whole Grain, Whitewheat) plus Small Loaf and Buns formats; (2) Perfectly Crafted sub-brand offering premium thick-sliced artisan-style breads (Multigrain, White, Brioche Style, Italian Herb, Sourdough) and brioche buns/rolls; (3) Life sub-brand focused on functional/nutritional positioning with Protein + Wheat, KETO (low-carb), and Light product lines. All products now feature simplified recipes with up to 38% fewer ingredients and are Non-GMO Project Verified. The brand maintains its core promise of no artificial colors, flavors, or preservatives.
Differentiator
Problem solved
Functional benefit
Brands
- Nature's Own Core: Core bread products including Honey Wheat, Butterbread, 100% Whole Wheat, Hawaiian, 100% Whole Grain, Whitewheat, buns and small loaf varieties.
- Perfectly Crafted
- Life
Products and services
- Nature's Own Core Bread Line Nature's Own's flagship Core bread line featuring classic varieties including Honey Wheat, Butterbread, 100% Whole Wheat, Hawaiian, 100% Whole Grain, 100% Whole Wheat with Honey, and Whitewheat. All products are now made with simplified recipes and Non-GMO Project Verified ingredients, with no artificial colors, flavors, or preservatives. Targeted at health-conscious parents and everyday family meals.
- Nature's Own Small Loaf Line
Quantifiable outcome
- 80% of parents are willing to switch brands for simpler ingredient options
Companies that use Nature’s Own
Customer profileSegments3 records
Ideal customer profiles3 records
Nature’s Own technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Nature’s Own partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- John CenacoreNature's Own partnered with actor and retired professional wrestler John Cena to launch the 'Breaducator' marketing campaign. The campaign promotes the brand's new simplified recipe with up to 38% fewer ingredients, Non-GMO Project Verified status, and removal of artificial preservatives, colors, and flavors. The multi-platform campaign spans national TV, CTV, digital, and social media to reach health-conscious parents.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Nature’s Own competitors and assessment
Company assessmentDirect peers
- Wonder Bread: Sister brand also owned by Flowers Foods; directly competes in the mass-market sliced loaf bread category with nationwide grocery distribution. Closest peer given shared parent and overlapping product format.
- Pepperidge Farm Bread: Campbell Soup-owned packaged bread and roll brand competing in the premium tier with Farmhouse and Whole Grain loaves. Direct competitor on sliced bread and dinner rolls through grocery channel.
- Arnold Bread: Bimbo Bakeries-owned sliced bread brand with strong East Coast and nationwide grocery presence; competes directly on classic loaf and bun formats.
- Thomas' English Muffins and Bread: Bimbo Bakeries-owned bread and English muffin brand; competes in the breakfast bread segment and overlaps with Nature's Own buns and small loaf categories in U.S. grocery.
- Oroweat Bread: Bimbo Bakeries-owned premium sliced bread brand with nationwide grocery distribution; competes in the whole grain and artisan-style tiers with overlapping clean-label positioning.
- Sara Lee Bread: Established mass-market sliced bread and bun brand with nationwide grocery distribution; directly competes on classic loaf formats and price-sensitive family shoppers.
- Dave's Killer Bread: Flowers Foods-owned organic and seeded sliced bread brand competing in the better-for-you tier. Directly comparable on product format (packaged sliced loaves), distribution channel (grocery), and target consumer overlap.
- King's Hawaiian: National packaged bread and roll brand known for sweet rolls and hamburger buns; competes directly with Nature's Own buns and rolls lines in the grocery channel.
Emerging players
- Canyon Bakehouse: Gluten-free packaged bread brand with grocery distribution; competes with Nature's Own in the allergen-friendly and better-for-you tier and could pressure Life sub-brand growth if gluten-free demand accelerates.
- Little Northern Bakehouse: Gluten-free and allergy-friendly packaged bread brand sold through mainstream grocery; competes with Nature's Own Life sub-brand in the better-for-you and free-from segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Nature’s Own social profiles
Digital presenceNature’s Own compliance and trust
Trust signalCompliance1 record
Nature’s Own financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nature’s Own leadership team
Management profileNumber of profiles
Nature’s Own funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nature’s Own 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 Nature’s Own
What does Nature’s Own do?
Nature's Own manufactures and sells packaged sliced bread, buns, rolls, small loaves, and related bakery products in the United States. The portfolio is organized under three sub-brands: Core (classic varieties such as Honey Wheat, Butterbread, 100% Whole Wheat), Perfectly Crafted (premium thick-sliced and brioche-style artisan breads and buns), and Life (functional offerings including Protein+Wheat, KETO net-1-carb, and lower-calorie lines). All products are Non-GMO Project Verified with no artificial colors, flavors, or preservatives.
Is Nature’s Own a public or private company?
Nature’s Own is a private company. It is classified as corporate owned and is currently operating.
When was Nature’s Own founded?
Nature’s Own was founded in 1977. It employs 1 to 10 people.
Where is Nature’s Own based?
Nature’s Own is headquartered in Thomasville, United States, in the North America region.
How does Nature’s Own make money?
One revenue line is on record: retail Bread Sales.
Who are Nature’s Own's main competitors?
Direct peers on record are Wonder Bread, Pepperidge Farm Bread, Arnold Bread, Thomas' English Muffins and Bread, Oroweat Bread, Sara Lee Bread, Dave's Killer Bread and King's Hawaiian. Emerging players are Canyon Bakehouse and Little Northern Bakehouse.
Does Nature’s Own have an API?
No public API is recorded for Nature’s Own.
What industry is Nature’s Own in?
Nature’s Own's product category is Packaged Bakery / Bread. Its primary akta.pro industry code is AFAKAAAA, Bread & Rolls Manufacturing, with a secondary code of CRADAAAI, Specialty & Functional Packaged Foods (Gluten-Free, Keto, Organic, Medical/Allergen-Friendly). Its NAICS code is 311812 and its SIC code is 2050.