Simple Mills, Inc. Overview
Pro stress-test →Simple Mills is a producer of organic, gluten-free, and plant-based food products including crackers, cookies, and baking mixes made with natural ingredients. The company has become the #1 bestselling natural baking mix, #1 bestselling natural cracker, and #2 bestselling natural cookie, with annual revenue of $42.2 million in 2026.
Strategic Profile
Pro stress-test →Simple Mills is distributed in 25,000+ grocery stores nationally from Whole Foods to Target to Walmart and Kroger, as well as Amazon and other online platforms. The company was acquired by Flowers Foods in February 2025, and Michelle Lorge was appointed as President in March 2026, succeeding founder Katlin Smith.
Competitive Landscape
Pro stress-test →Simple Mills competes in the natural and better-for-you snacking market against established brands like Mondelez International and emerging direct competitors including Meal of the Moment, along with regional players such as Milton's Craft Bakers, Sweet Loren's, and Kodiak Cakes. The company's category-leading position in natural crackers and baking mixes, coupled with premium positioning and Flowers Foods backing, provides sustainable competitive advantages.
Industry Context
Simple Mills, Inc. operates in Natural and better-for-you snacking foods.
Key facts
Founded: 2012 · Headquarters: Chicago, US · Employees: 180 · Revenue: $42.2M · Market cap: N/A