Who Owns Krusteaz?
Krusteaz is an American pancake and baking mix brand founded in 1932 in Seattle, when Rose Charters developed a just-add-water pie crust mix. It is owned by The Krusteaz Company, the third-generation Heily family business formerly known as Continental Mills and headquartered in Tukwila, Washington. Krusteaz sells more than 150 products across pancake, waffle, muffin, and cornbread mixes, generating an estimated $500 million to $1 billion in annual revenue.
United StatesOfficial Website
Who Owns Krusteaz?
- Parent Company: The Krusteaz Company
- Ownership Type: Wholly owned
- Company Type: Privately Held
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Krusteaz | The Krusteaz Company | Wholly owned |
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History of Krusteaz
- Founded: 1932
- Founders: Rose Charters, James Charters
Seattle-area entrepreneur Rose Charters created the original product in 1932: a just-add-water pie crust mix she sold through a bridge club and then door to door. With husband James Charters she formed Continental Mills, and the pie crust mix, named Krusteaz as a play on "crust" and "ease," became its foundation.
The company expanded into pancake and biscuit mixes and grew into one of the country's largest mix makers, selling both under the Krusteaz name and through private label and licensing partnerships. The Heily family took over leadership after 1945 and has run it ever since.
Continental Mills built its business on two tracks: branded Krusteaz products and one of the largest co-packing and licensed-brand operations in the category, producing mixes for major retail and licensed food brands.
In September 2022, the company marked the flagship brand's 90th anniversary by renaming Continental Mills to The Krusteaz Company. Under CEO Andy Heily, it refocused on core breakfast and baking mixes, which now represent about 90% of the business, exited less strategic lines, and delivered roughly 7% compound annual growth since 2018.
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About The Krusteaz Company
Who owns The Krusteaz Company?
The Heily family, through three generations of private ownership since 1947.
Is Continental Mills still in business?
Yes, under a new name. Continental Mills renamed itself The Krusteaz Company in September 2022.
Where is the company headquartered?
Tukwila, Washington, south of Seattle, with facilities in Kentucky, Kansas, and Illinois.
Is The Krusteaz Company public?
No. It is privately held and releases no financial statements.
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Who is the CEO?
Andy Heily, third-generation family leader and president.
How big is the company?
Estimated $500 million to $1 billion in revenue, about 565 employees, and more than 150 products.
- Founded: 1932
- Headquarters: Tukwila, Washington, USA
- Company Type: Privately Held
- Revenue: Estimated $500 million to $1 billion (2026)
- Employees: Approximately 565
Where Is Krusteaz Made / Based?
- Headquarters: Tukwila, Washington, USA
Krusteaz Categories & Tags
Awards & Recognition
Krusteaz products regularly place at or near the top of independent pancake mix taste tests from outlets including AllRecipes and food media rankings, with its buttermilk mix a frequent editor favorite. The company's 90th anniversary rebrand to The Krusteaz Company in 2022 drew regional business recognition as one of Washington's landmark family businesses.
Krusteaz Ownership: Pros & Cons
Advantages
- +Three generations of stable Heily family leadership
- +No public-market pressure supports long-term investment
- +Dual revenue engine of branded and licensed mix manufacturing
- +7% sustained growth since 2018 through core category focus
- +150-plus product portfolio across retail and foodservice
Considerations
- -No financial disclosure for customers, suppliers, or employees
- -Competes against giants General Mills and PepsiCo for shelf space
- -Premium shift toward protein and whole grain favors Kodiak Cakes
- -Succession concentration within a single family owner
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Frequently Asked Questions About Krusteaz
Sources & Further Reading
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Competitors to Krusteaz
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| General Mills | USA | 1931 | Mass market | United states | All Genders | |
| Kodiak Cakes | USA | 1995 | Mass market | United states | All Genders | |
| Pepsico | USA | 1888 | Mass market | United states | All Genders | |
| J M Smucker | USA | 1967 | Mass market | United states | All Genders | |
| Conagra Brands | USA | 1961 | Mass market | United states | All Genders |
Learn More About Competitors
Food BeverageBisquick
Owned by General Mills, Inc.
Iconic all-purpose baking mix introduced by General Mills in 1931, used for pancakes, biscuits, waffles, and quick breads sold across North America.
pancake-mixbaking-mixbreakfast
Food BeverageKodiak Cakes
Owned by Kodiak Cakes, LLC
Park City, Utah whole-grain protein breakfast brand majority-owned by private equity firm L Catterton, generating more than $580 million in retail sales.
pancake-mixproteinwhole-grain
Food BeveragePearl Milling Company
Owned by PepsiCo, Inc.
American pancake mix and syrup brand owned by PepsiCo through its Quaker Oats subsidiary. Rebranded from Aunt Jemima in June 2021. The original Pearl Milling Company was founded in 1888 in St. Joseph, Missouri.
pancake-mixsyrupbreakfast
Food BeverageHungry Jack
Owned by The J.M. Smucker Company
Value-priced pancake mix and syrup brand owned by The J.M. Smucker Company since its 2004 acquisition of International Multifoods.
pancake-mixsyrupbreakfast
Food BeverageMrs. Butterworth's
Owned by Conagra Brands, Inc.
American pancake syrup and breakfast brand introduced in 1961, owned by Conagra Brands since its 2018 acquisition of Pinnacle Foods.
syruppancake-syrupbreakfast
Competitive Analysis
Market Positioning: Krusteaz competes with 5 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Independent Alternatives to Krusteaz
Looking for brands with different ownership structures? These similar brands are not owned by The Krusteaz Company, giving you alternative choices that support different corporate structures.
Food BeverageKodiak Cakes
Owned by Kodiak Cakes, LLC
Park City, Utah whole-grain protein breakfast brand majority-owned by private equity firm L Catterton, generating more than $580 million in retail sales.
pancake-mixproteinwhole-grain
Privately Owned
Kodiak Cakes operates independently without a large parent corporation.
Food BeverageBisquick
Owned by General Mills, Inc.
Iconic all-purpose baking mix introduced by General Mills in 1931, used for pancakes, biscuits, waffles, and quick breads sold across North America.
pancake-mixbaking-mixbreakfast
Publicly Traded
Bisquick is owned by General Mills, Inc., a public company, a different structure than Krusteaz's parent.
Food BeveragePearl Milling Company
Owned by PepsiCo, Inc.
American pancake mix and syrup brand owned by PepsiCo through its Quaker Oats subsidiary. Rebranded from Aunt Jemima in June 2021. The original Pearl Milling Company was founded in 1888 in St. Joseph, Missouri.
pancake-mixsyrupbreakfast
Publicly Traded
Pearl Milling Company is owned by PepsiCo, Inc., a public company, a different structure than Krusteaz's parent.
Food BeverageADM
Owned by Archer-Daniels-Midland Company
Global agricultural processing and food ingredients brand of Archer-Daniels-Midland Company, supplying starches, sweeteners, oils, and proteins to manufacturers worldwide.
food-ingredientsagribusinessspecialty-starch
Publicly Traded
ADM operates independently without a large parent corporation.
Food BeverageAG1
Owned by AG1
Daily green powder supplement formerly known as Athletic Greens, sold by subscription by AG1, a private wellness company valued above $1 billion.
supplementsgreens-powderdaily-health
Privately Owned
AG1 operates independently without a large parent corporation.
Food BeverageAJI-NO-MOTO
Owned by Ajinomoto Co., Inc.
The original umami seasoning brand, a monosodium glutamate product launched in 1909 and owned by Japan's Ajinomoto Co., Inc.
umamimsgseasoning
Publicly Traded
AJI-NO-MOTO operates independently without a large parent corporation.
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