What Muir Glen Organic does

Muir Glen Organic is a consumer packaged goods brand specializing in USDA Certified Organic, Non-GMO Project Verified tomato-based products, including canned tomatoes, pasta sauces, salsas, and tomato paste. The brand operates a portfolio of roughly 28 SKUs organized into four product categories — Tomatoes, Pasta Sauce, Salsa, and Paste — with a differentiating fire-roasting process that produces smoky flavor profiles across most tomato SKUs. All products are sourced from California-grown tomatoes farmed using organic methods, and the brand's stated differentiators are organic certification, non-GMO verification, gluten-free formulations, and pollinator-protection initiatives tied to its California sourcing footprint.

The company is a wholly-owned brand subsidiary of General Mills (NYSE: GIS), with headquarters effectively located at General Mills' Minneapolis corporate base. Commercial operations leverage General Mills' retail grocery distribution across both the United States and Canada, supplemented by brand-level marketing through its website, Instagram, Pinterest, and participation in the Box Tops for Education program. Revenue is generated through standard consumer packaged goods retail sales via mainstream grocery stores and natural food retailers; no direct-to-consumer e-commerce or food-service contract data is disclosed.

The business model is a conventional mass-market CPG model: one-time unit sales through third-party retail channels at standard grocery pricing, with no disclosed subscription, licensing, or recurring revenue component. Customer segmentation centers on health-conscious home cooks as the primary persona, with a secondary food-service operator segment. There is no disclosed headcount, standalone revenue, funding history, or management team for the brand itself, as governance and capital structure are determined entirely within General Mills' corporate framework.

Name

Muir Glen Organic

Legal name

Muir Glen (brand of General Mills)

Website

https://muirglen.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Muir Glen Organic is a wholly-owned General Mills brand that produces USDA Certified Organic, fire-roasted tomato products — canned tomatoes, pasta sauces, salsas, and paste — for health-conscious home cooks through US and Canadian retail grocery channels.

Ownership category

akta.pro rank

Product category

Organic Packaged Tomato Products

NAICS

Fruit and Vegetable Canning, Pickling, and Drying (31142), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)

akta.pro primary industry

Organic Packaged Foods Manufacturing (Certified Organic, Clean-Label) (AFAKAJAA)

akta.pro secondary industry

Canned Vegetables Manufacturing (AFAKACAB)

Keywords

• Organic canned tomatoes
• Tomato pasta sauce
• Organic salsa products
• Fire roasted tomatoes
• Canned tomato paste

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Consumer Packaged Goods Sales: Muir Glen generates revenue through the sale of organic tomato products including canned tomatoes, tomato sauce, pasta sauce, salsa, and paste. Products are sold through retail grocery channels as consumer packaged goods with standard retail pricing.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Muir Glen Organic manufactures and sells USDA Certified Organic tomato-based consumer packaged goods, including canned diced, crushed, and whole peeled tomatoes, pasta sauces, salsas, tomato paste, and chili starters. Products are produced from California-grown organic tomatoes using a proprietary fire-roasting technique and packaged primarily in recyclable steel cans for retail sale to individual consumers.

Product overview

Muir Glen Organic is a portfolio of organic tomato-based food products organized into four main categories: Tomatoes (diced, crushed, whole, pureed), Pasta Sauce (marinara, fire-roasted, Italian herb, roasted garlic, arrabiata, garden vegetable, and chunky varieties), Salsa (medium, mild, black bean & corn, garlic cilantro), and Paste (tomato paste in can and resealable pouch). All products are USDA Certified Organic and Non-GMO Project Verified, sourced from California-grown tomatoes. The brand emphasizes fire-roasted varieties and no-sugar-added formulations across its product lines.

Differentiator

Problem solved

Functional benefit

Products and services

• Fire Roasted Diced Tomatoes USDA Organic fire-roasted diced tomatoes in tomato juice, sold in cans for use in stews, chilis, casseroles, and Mexican-inspired dishes. Targeted at home cooks seeking organic, restaurant-style roasted flavor.
• Tomato Basil Pasta Sauce USDA Organic tomato basil pasta sauce packaged in a glass jar, intended as a convenient base for pasta dishes targeted at health-conscious home cooks.
• Medium Salsa USDA Organic medium-heat salsa in a glass jar for use with chips, tacos, and Mexican-inspired meals. Targeted at organic consumers who want clean-label salsa with moderate heat.
• Organic Tomato Sauce USDA Organic smooth tomato sauce, sold in cans, intended as a base for pasta, soups, stews, and braises for organic-pantry-staple home cooks.
• Fire Roasted Crushed Tomatoes USDA Organic fire-roasted crushed tomatoes sold in cans for use in pasta sauces, pizzas, soups, and braises. Differentiated by the brand's proprietary fire-roasting flavor.
• Fire Roasted Diced Tomatoes No Salt Added USDA Organic fire-roasted diced tomatoes in cans with no added salt, intended for sodium-conscious and special-diet consumers who still want fire-roasted flavor.
• Fire Roasted Diced Tomatoes with Medium Green Chilies USDA Organic fire-roasted diced tomatoes combined with medium-heat green chilies in cans, adding built-in heat for chilis, soups, stews, and Mexican dishes.
• Fire Roasted Whole Peeled Tomatoes USDA Organic fire-roasted whole peeled tomatoes packed in cans, intended for sauces, braises, and slow-cooked dishes that benefit from whole-tomato texture and roasted flavor.
• Organic Tomato Paste USDA Organic concentrated tomato paste sold in cans and a squeezable pouch SKU, used as a flavor and color base for chilis, stews, sauces, and braises for home cooks.
• Organic Chili Starters USDA Organic fire-roasted chili-starter tomato blends sold in cans, available in jalapeño and bell pepper variants, designed to provide a prep-simplified base for home-made chili.
• Petite Diced Tomatoes USDA Organic petite-diced canned tomatoes, including a fire-roasted green-tomato variant, intended for recipes that benefit from smaller tomato pieces such as salsas and garnishes.
• Diced Tomatoes USDA Organic classic diced tomatoes (non-fire-roasted) canned for everyday cooking — stews, chilis, soups, and casseroles.
• Crushed Tomatoes with Basil USDA Organic crushed tomatoes with basil in cans, intended as a flavored base for pasta sauces, pizza, and Italian dishes.
• Tomato Puree USDA Organic smooth tomato puree in cans, intended as an ingredient base for sauces, soups, and braises.
• Pizza Sauce USDA Organic seasoned pizza sauce in cans, intended as a ready-to-use base for homemade pizzas.
• Whole Peeled Tomatoes USDA Organic whole peeled canned tomatoes, used by home cooks in slow-cooked recipes, sauces, and braises where whole-tomato texture is desired.
• Salsa Variants (Mild, Medium, Black Bean & Corn, Garlic Cilantro) USDA Organic salsa line in glass jars spanning multiple heat levels and recipes (Mild, Medium, Black Bean & Corn, Garlic Cilantro), sold to organic consumers for use with chips, tacos, and Mexican-style meals.
• Pasta Sauce Variants (Classic Marinara, Roasted Garlic, Italian Herb, Garden Vegetable, Chunky Tomato & Herb, Spicy Arrabiata) USDA Organic pasta-sauce line offered in multiple flavor variants (Classic Marinara, Roasted Garlic, Italian Herb, Garden Vegetable, Chunky Tomato & Herb, Spicy Arrabiata) in glass jars, sold for quick at-home pasta meals.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• General MillscoreOthersMuir Glen Organic is owned and operated by General Mills. The brand operates as a subsidiary within the General Mills portfolio of food brands, utilizing corporate infrastructure for distribution, marketing, and operations.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/muirglen
• Pinterestpinterest.com/muirglen
• LinkedInlinkedin.com/company/muir-glen-organic

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 Muir Glen Organic