Tumaro's

What Tumaro's does

Tumaro's is a U.S. consumer packaged goods brand that manufactures and markets low-carb, keto-friendly wraps and flatbreads under its proprietary Carb Wise™ product line. The portfolio comprises ten 8-inch retail wrap varieties (including Multi Grain, Premium White, Whole Wheat, Sundried Tomato Basil, Everything Bagel, Classic Sourdough, and Protein Flex™) and five 12-inch food service wraps (including a gluten-free option). All retail products are positioned as low-calorie (50-70 calories), low-net-carb (5-8g), high-fiber (7-14g) alternatives to traditional tortillas, and most carry Keto Certified, Kosher, and Vegan designations. Production occurs at an SQF-certified facility in Lawrence, Massachusetts (operated by parent entity Middle East Bakery, Inc.).

The company operates a horizontal segmentation strategy serving three primary revenue streams: (1) national retail grocery distribution through 6,000+ retailers including major chains, natural food stores, and warehouse clubs; (2) e-commerce direct-to-consumer sales via Amazon and the company website; and (3) B2B food service/wholesale supplying 12-inch wraps to restaurants, educational institutions, hotels, hospitality venues, and meal prep operators. Marketing is centered on social media community building (#tumaroswrappack), recipe content marketing (30+ recipes on website), and email newsletter engagement.

In November 2024, Tumaro's was acquired by Joseph's Bakery, the leading pita bread brand in the United States, formalizing a 10+ year prior co-packing relationship. Following the acquisition, Joseph's Bakery has invested in brand revitalization including reformulated wraps, refreshed packaging, Keto Certified product extensions, and expanded distribution support. The brand is positioned as a national wrap brand targeting health-conscious consumers, keto and low-carb dieters, and food service operators seeking better-for-you bread alternatives.

Name

Tumaro's

Legal name

Middle East Bakery, Inc.

Website

https://tumaros.com

Company type

Private

Operating status

Operating

Short description

Tumaro's is a U.S. consumer packaged goods brand producing low-carb, keto-friendly wraps and flatbreads under the Carb Wise™ label. The brand, owned by Joseph's Bakery since November 2024, sells through 6,000+ retailers, Amazon, and a dedicated food service channel serving restaurants, schools, and hospitality operators.

Ownership category

akta.pro rank

Product category

Low-Carb Wraps and Tortillas

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Low-carb wraps
• Keto-friendly tortillas
• Better-for-you flatbreads
• Consumer packaged goods
• Food service wraps

Headquarters

HQ city

North Lawrence

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, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Consumer Packaged Goods Retail: Tumaro's generates revenue through sale of branded low-carb wraps to consumers via retail grocery stores, warehouse clubs, and natural food retailers. Products are sold at shelf alongside competing tortilla and bread products. Volume-based with typical CPG margins.
2. E-commerce Direct-to-Consumer: Sales through Amazon.com and company website storefront. Consumer purchases directly with standard retail pricing. Available for home delivery nationwide.
3. Food Service / Wholesale: Bulk sales to restaurants, cafes, educational institutions, hotels, and meal prep services through dedicated 12-inch food service wrap products. B2B pricing with volume commitments typical of foodservice distribution.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Tumaro's manufactures and sells a portfolio of low-carb, keto-friendly wraps and flatbreads under the Carb Wise™ brand. Products deliver 50-70 calories per wrap with 5-8g net carbs and 7-14g fiber per serving, and are sold as consumer packaged goods through 6,000+ U.S. retail locations, Amazon.com, and a dedicated 12-inch food service line for restaurants, schools, and hospitality operators.

Product overview

Tumaro's is a low-carb wrap and tortilla brand owned by Joseph's Bakery, offering a portfolio of Carb Wise™ branded wraps designed for health-conscious consumers. The product line consists of ten distinct 8-inch retail wrap varieties (Multi Grain, Premium White, Whole Wheat, Garden Veggie, Sundried Tomato Basil, Honey Wheat, Chia & Flax Super Seeds, Everything Bagel, Classic Sourdough, and Protein Flex) and five 12-inch food service wraps (Premium White, Sundried Tomato, Garden Spinach, Whole Wheat, and Gluten Free Premium White). All retail products are positioned as keto-friendly, low-carb alternatives to traditional tortillas with 50-70 calories per wrap, 3-8g net carbs, and high fiber content. The brand was acquired by Joseph's Bakery in November 2024 and has since undergone reformulation with refreshed packaging and Keto Certified appeal.

Differentiator

Problem solved

Functional benefit

Brands

• Carb Wise™: A product line of low-carb, keto-friendly wraps featuring 50-70 calories per wrap with high fiber content. Includes varieties such as Multi Grain, Premium White, Whole Wheat, Garden Veggie, Sundried Tomato Basil, Honey Wheat, Chia & Flax Super Seeds, Everything Bagel, Classic Sourdough, and Protein Flex.

Products and services

• Multi Grain Carb Wise Wraps Keto Certified, high fiber 8-inch wraps made with no added sugar, containing 4g net carbs, 50 calories, and 14g fiber per serving. Sold to health-conscious consumers via retail grocery and Amazon.
• Premium White Carb Wise Wraps Keto Certified, high fiber 8-inch wraps with classic flavor, containing 5g net carbs, 50 calories, and 13g fiber per serving. Sold at retail and via Amazon.
• Whole Wheat Carb Wise Wraps Keto Certified, high fiber 8-inch wraps made with wholesome grains, containing 5g net carbs, 50 calories, and 13g fiber per serving. Sold at retail.
• Garden Veggie Carb Wise Wraps Keto Friendly, high fiber 8-inch wraps packed with garden veggie flavor, containing 5g net carbs, 60 calories, and 13g fiber per serving. Sold at retail.
• Sundried Tomato Basil Carb Wise Wraps Keto Certified 8-inch wraps with sun-dried tomato and basil flavors, containing 5g net carbs and 60 calories per serving. Sold at retail.
• Honey Wheat Carb Wise Wraps Keto Certified 8-inch wraps made with real honey, containing 5g net carbs, 60 calories, and 13g fiber per serving. Sold at retail.
• 9-Grain with Seeds Carb Wise Wraps Multi-grain 8-inch wraps featuring 9 grains and seeds with high fiber content for health-conscious retail consumers.
• Chia & Flax Super Seeds Carb Wise Wraps Keto Certified, high fiber 8-inch wraps with chia and flax super seeds, containing 5g net carbs and 50 calories per serving. Sold at retail.
• Everything Bagel Carb Wise Wraps Keto Certified, high fiber 8-inch wraps with everything bagel seasoning, containing 6g net carbs, 50 calories, and 13g fiber per serving.
• Classic Sourdough Carb Wise Wraps Keto Certified, high fiber 8-inch wraps with classic tangy sourdough flavor, containing 7g net carbs, 60 calories, and 12g fiber per serving.
• Protein Flex Wraps Keto Certified 8-inch wraps with 8g plant-based protein (pea protein), 10g fiber, 5g net carbs, and 70 calories per serving, targeting fitness-conscious consumers.
• 12-Inch Premium White Wraps (Food Service) 12-inch performance wraps with grill marks for food service operators, containing 340 calories, 53g carbs, and 2g fiber per serving. Sold to restaurants, hotels, schools, and meal prep services.
• 12-Inch Sundried Tomato Wraps (Food Service) 12-inch food service wraps with sun-dried tomato and basil flavors, 330 calories per serving. Sold to foodservice operators.
• 12-Inch Garden Spinach Wraps (Food Service) 12-inch food service wraps with spinach and garden herbs, 9g protein per serving. Sold to foodservice operators.
• 12-Inch Whole Wheat Carb Wraps (Food Service) 12-inch food service whole wheat wraps, 310 calories, 47g carbs, and 5g fiber per serving. Sold to foodservice operators.
• 12-Inch Gluten Free Premium White Wraps (Food Service) Gluten-free 12-inch performance wraps for food service operations. Sold to restaurants and institutions needing gluten-free menu options.

Quantifiable outcome

• 50-70 calories per wrap, 5-8g net carbs, 7-14g fiber per serving

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Joseph's BakerycoreStrategic or Co-development Partner · 1 November 2024Joseph's Bakery, the leading pita bread brand in the U.S., acquired Tumaro's in November 2024. The companies had maintained a co-packing relationship for more than 10 years prior to the acquisition. Joseph's Bakery is providing renewed investment in the Tumaro's brand including reformulated wraps, refreshed packaging, increased promotional support, and expanded distribution to accelerate growth as a national wrap brand.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• La Tortilla Factory: La Tortilla Factory is a direct competitor specializing in better-for-you, low-carb, and organic tortillas and wraps. Closest functional peer in the low-carb/health-oriented tortilla subcategory with overlapping retail and foodservice channels.
• Flatout Flatbread: Flatout produces flatbread wraps and foldit products positioned around lower-calorie, higher-protein, and thin-style alternatives. Comparable as a competing low-carb/flatbread brand targeting health-conscious consumers in similar retail channels.
• Toufayan Bakeries: Toufayan is a family-owned bakery producing wraps, pita, and specialty flatbreads. Comparable as a specialty wrap/flatbread manufacturer with overlapping retail and foodservice distribution in the U.S.
• Ole Xtreme Wellness (Bimbo Bakeries): Ole Xtreme Wellness is a low-carb, high-fiber tortilla brand owned by Grupo Bimbo's Bimbo Bakeries USA. Direct competitor in the better-for-you wrap category, with significantly larger distribution and corporate backing.
• Thin Slim Foods: Thin Slim Foods specializes in zero-net-carb, keto-friendly breads, wraps, and baked goods. Direct peer in the keto-certified, low-net-carb segment with similar dietary positioning and direct-to-consumer/retail distribution.

Broad incumbents

• Old El Paso (General Mills): Old El Paso is a leading mass-market wrap and tortilla brand owned by General Mills. Comparable as a household-name competitor in the same shelf set, competing for the same wrap/tortilla consumer occasions with broader portfolio and deeper trade budgets.
• Mission Foods (Gruma): Mission Foods is the largest U.S. tortilla manufacturer and dominant category incumbent. Directly comparable as a competing wrap/tortilla brand with mass-market distribution and far larger marketing and shelf-share advantages.
• Joseph's Bakery: Joseph's Bakery is the parent company of Tumaro's and the leading pita bread brand in the U.S. Relevant peer because it shares the same operational platform, distribution relationships, and now oversees Tumaro's go-to-market strategy.

Emerging players

• BFree Foods: BFree produces gluten-free, vegan, and allergen-friendly wraps, flatbreads, and rolls. Comparable as a better-for-you, free-from wrap brand targeting similar dietary-driven consumer segments in retail.

Regional players

• Santa Fe Tortilla Company: Santa Fe Tortilla Company is a specialty tortilla and wrap manufacturer serving retail private label and foodservice channels. Comparable as a wrap manufacturer competing for the same foodservice operator relationships, though with smaller geographic footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/tumaroswraps
• Instagraminstagram.com/tumaroswraps
• Pinterestpinterest.com/tumaroswraps

Compliance4 records

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 Tumaro's