Base Culture aims for next level with boost from Flower Foods

By Gill Hyslop

- Last updated on GMT

Base Culture's range of Keto-certified bread includes original, 7 Nut & Seed, Cinnamon Raisin and Sourdough. Pic: Base Culture
Base Culture's range of Keto-certified bread includes original, 7 Nut & Seed, Cinnamon Raisin and Sourdough. Pic: Base Culture

Related tags Flowers foods Base Culture Paleo keto better for you Bread

The Wonder and Dave’s Killer Bread maker has invested an undisclosed amount in Base Culture, a fast-growing US brand offering better-for-you, gluten-free and grain-free sliced breads and baked goods.

Jordann Windschauer created Base Culture out of the need to find all-natural snacks that aligned with her newly-adopted lifestyle.

A 30-day paleo challenge left her feeling more energised, healthy and simply better, but finding baked goods that were satisfying and completely grain free and gluten free proved to be a challenge.

Windschauer started Base Culture in 2012 making products at home, and within five years, had to move production into a 44,000 square foot manufacturing facility in Clearwater, Florida, to keep up with demand.

Today, Base Culture products are available in nearly 15,000 retail locations across the US, like Kroger, Whole Foods and Walmart, as well as online.

Shooting higher

The partnership and financial boost from Flowers will help Base Culture go to the next level, bolstering its existing manufacturing capabilities and portfolio, and scaling up marketing and distribution to reach more consumers.

“The world of food is constantly evolving and seeing entrepreneurs like Jordann create a vibrant brand that resonates with health-conscious consumers is truly inspiring,”​ said Ryals McMullian, Flowers Foods’ president and CEO.

“We look forward to supporting Base Culture as it continues to grow.”

The producer of Nature’s Own, Dave’s Killer Bread, Wonder, Canyon Bakehouse and Tastykake joins Base Culture’s existing investor group, led by Emil Capital Partners.

“We have had the privilege of supporting Jordann and her team over the last several years as they reimagine baked goods on shelf, and they have proven to be bold, enterprising and determined every step of the way,”​ said Marcel Bens, managing partner and COO of Emil Capital Partners.

“We are delighted that Flowers has chosen to invest in the company, and we believe this is the start of an exciting chapter that will ultimately see Base Culture become a household name.”

Refusing to compromise

Base Culture’s products are simple and all-natural, 100% Paleo-certified, gluten-free, grain-free, kosher-certified, dairy-free, soy-free and non-GMO verified. Selected items are also Keto-certified.

“Flowers shares Base Culture’s values of putting people first, refusing to compromise on quality and taste, and driving action with insights,” ​said Windschauer.

“Together, we are committed to reaching more consumers around the country with Base Culture’s cleanly-formulated, high-quality and delicious products.

“We are eager to partner with Flowers and leverage over a century of industry expertise as we embark on our next phase of growth.”

Georgia-headquartered Flowers Foods is one of the largest producers of packaged bakery foods in the US with bakeries across the country and 2021 sales of $4.3bn. 

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