Drake's Cakes
Drake's Cakes is an American snack-cake brand known for Devil Dogs, Coffee Cakes, Ring Dings, Funny Bones, and Yodels.
Last updated August 26, 2026
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Overview
Drake's Cakes is an American baked-goods brand whose roots date to The N.E. Drake Baking Company, established by Newman E. Drake in Harlem, New York, in 1896. Drake entered commercial baking after working in the biscuit industry and observing the sale of factory-produced cakes in England. He developed a business aimed at supplying cakes through grocery stores, an approach that helped distinguish Drake's from home baking and from bakery-counter products. Early offerings included pound cakes, layer cakes, macaroons, and other cakes sold under the Drake name. The business passed through several corporate forms and ownership arrangements. National Biscuit Company acquired the original bakery around 1899–1900, although Drake-branded products continued for a period and the company later re-established an independent operation. In 1902, Newman Drake formed Drake Brothers Company with family members and Frank S. Vreeland. The company operated in Brooklyn and expanded its distribution, opened a Boston bakery in 1905, and later developed additional production facilities. Its growth was supported by distinctive packaging, delivery vehicles, advertising, retailer relationships, and quality messaging. Drake used branded pan liners and marked transport equipment to reduce product substitution, while later packaging innovations included cartons and cellophane wrapping. In 1924, the business was reorganized as Drake Bakeries, Incorporated. The company subsequently became part of larger food-industry structures. Central Distributors acquired control in 1928, and The Borden Company acquired Central Distributors in 1929, bringing Drake Bakeries into the Borden organization. The brand continued to develop products and promotional methods during the 1920s and 1930s. Devil Dogs entered commerce in the 1920s, Coffee Cakes appeared in advertising by 1930, and Yankee Doodles were marketed under the Drake's name during the 1930s. Drake also used collectible cards, radio-linked promotions, freshness claims, and participation in the 1939 New York World's Fair to build consumer recognition. The postwar period brought several of the products most closely associated with the brand today. Ring Dings launched in 1958, Funny Bones in 1961, and Yodels in 1962. These chocolate and creme-filled snack cakes became durable regional products and helped define Drake's identity. Other products included Fruit Doodles, later generally known as Drake's Fruit Pies, Coffee Cakes, Yankee Doodles, and Devil Dogs. The company expanded its bakery network, including a Wayne, New Jersey, facility built in 1969. Ownership changed again in the 1980s. Borden announced the sale of Drake Bakeries to Ralston Purina in 1986, but a legal challenge by Tasty Baking Company led to efforts preventing the proposed combination of Drake's and Hostess under Ralston's Continental Baking subsidiary. Drake Bakeries was instead sold in 1987 to a private group led by Drake management and supported by Rock Capital Partners. The brand later became associated with Interstate Bakeries Corporation, the successor organization connected with Hostess and other bakery brands. Following Interstate Bakeries Corporation's 2012 bankruptcy, McKee Foods acquired Drake's Cakes and returned the brand to active commercial production. Drake's has traditionally been strongest in the Northeast, but its distribution expanded into Mid-Atlantic and Southeastern markets in 2016. Its products are produced under Orthodox Union kosher certification guidelines.
History
Drake's Cakes began in 1896 when Newman E. Drake incorporated The N.E. Drake Baking Company in New York City. Its first bakery operated in Harlem at 36–38 West 135th Street. Drake had commercial-baking experience and had traveled internationally as a biscuit salesman. His observation of commercially baked cakes sold through English grocery stores influenced his decision to develop a comparable American business. The early company sold pound cakes, layer cakes, macaroons, and related products. National Biscuit Company acquired the bakery around 1899 or 1900, and the original company was dissolved in 1903. National Biscuit continued using the Harlem facilities for some years, though it generally marketed cakes under other names. Newman Drake re-established the enterprise as Drake Brothers Company in December 1902 with his brother Charles and brother-in-law Frank S. Vreeland. The Brooklyn operation served more than 1,000 stores by 1904, and a Boston bakery opened in 1905. Additional expansion included larger Brooklyn facilities, a purpose-built Clinton Avenue bakery announced in 1913, and later bakeries in New Jersey, Providence, Philadelphia, and Long Island City. Drake developed unusually visible branding for an early commercial bakery. Branded pan liners helped consumers identify Drake products and discouraged retailer substitution. The company marked delivery trucks and other equipment with its trademark. Its duck mascot, drawn by Joseph Gross, became a lasting visual symbol; the mascot was later named Webster after a 1981 consumer contest. Promotional activity included sales-recognition dinners, collectible cards, newspaper advertising, radio-linked recipes, freshness claims, and a Drake's presence at the 1939 New York World's Fair. The company also commissioned music titled “Drake's Cake Walk” in 1909. Drake Bakeries, Incorporated was formed in 1924, with Ralph Ward as president. The company promoted packaged freshness, including a 48-hour shelf-removal policy advertised in 1925, and later adopted cellophane wrapping. Devil Dogs were registered for trademark protection in 1926 and marketed under Drake's by the 1950s. Yankee Doodles, originally associated with Yankee Cake Company, were marketed under the Drake's name by the 1930s. Coffee Cakes appeared in advertising in 1930. Newman Drake died in March 1930, after which family members continued the business. The company entered larger corporate structures when Central Distributors acquired control in 1928 and The Borden Company acquired Central Distributors in 1929. World War II rationing restricted the use of sugar and shortening. In the postwar decades, Drake introduced or established several enduring products: Ring Dings in 1958, Funny Bones in 1961, Yodels in 1962, and Fruit Doodles in 1964. A Wayne, New Jersey, bakery built in 1969 supplemented the production network. The 1980s brought a contested ownership transition. Borden's proposed sale to Ralston Purina was challenged by Tasty Baking Company on antitrust grounds because of the potential combination with Hostess. Ralston ultimately sold Drake Bakeries in 1987 to a management-led private group with Rock Capital Partners support. The brand later came under Interstate Bakeries Corporation, which entered bankruptcy in 2012. McKee Foods acquired Drake's Cakes from the bankruptcy process and remains its owner. Drake's is active today, with a historically strong Northeastern presence and expanded distribution in Mid-Atlantic and Southeastern markets. Its products are made according to Orthodox Union kosher certification guidelines.
- 2016
Distribution expands into Mid-Atlantic and Southeast
[1]Drake's broadens its traditional regional distribution footprint.
- 2012
Interstate Bakeries Corporation enters bankruptcy
[1]The corporate owner associated with Drake's enters bankruptcy, preceding McKee Foods' acquisition of the brand.
- 1987
Management-led group acquires Drake Bakeries
[1]Ralston Purina completes the sale of Drake Bakeries to a private group led by Drake management.
- 1981
Duck mascot is named Webster
[1]A consumer contest selects Webster as the name of the Drake's duck mascot.
- 1969
Wayne bakery is built
[1]A new bakery in Wayne, New Jersey, supplements Drake's production network.
- 1962
Yodels launches
[1]Drake's introduces Yodels, a chocolate creme-filled cake that remains a core offering.
- 1961
Funny Bones launches
[1]Drake's introduces the peanut-butter-and-chocolate snack cake Funny Bones.
- 1958
Ring Dings launches
[1]Drake's introduces Ring Dings, which becomes one of its signature products.
- 1928
Devil Dogs trademark enters commerce
[1]Devil Dogs is documented as first sold in interstate commerce in 1926 and becomes associated with Drake's in later decades.
- 1924
Drake Bakeries, Incorporated is formed
[1]The business is reorganized under the Drake Bakeries name.
Products and positioning
A heritage American snack-cake brand emphasizing recognizable regional products, chocolate-and-creme formats, convenience, and longstanding bakery traditions. Its historical identity is particularly associated with the Northeastern United States and with nostalgic packaged cakes.
Chocolate snack cake · 1926
Devil Dogs
A chocolate cake sandwich with a creme filling. The Devil Dogs name was protected in the 1920s and the product became a prominent Drake's offering, particularly in the brand's traditional Northeastern market.
Snack cake · 1930
Coffee Cakes
A packaged cake product promoted by Drake's in newspaper advertising from 1930. Coffee Cakes became one of the brand's long-running and frequently identified products.
Chocolate snack cake · 1958
Ring Dings
A chocolate-coated, creme-filled snack cake introduced in 1958. Ring Dings became one of Drake's best-known products and a defining part of its packaged-cake portfolio.
Chocolate and peanut-butter snack cake · 1961
Funny Bones
A chocolate snack cake associated with a peanut-butter creme filling. Introduced in 1961, Funny Bones became one of Drake's signature regional products.
Chocolate snack cake · 1962
Yodels
A rolled chocolate cake with creme filling introduced in 1962. Yodels remains one of the brand's principal offerings and is especially associated with Drake's heritage lineup.
Fruit pie · 1964
Fruit Doodles
A Drake's fruit-pie product introduced under the Fruit Doodles trademark in the 1960s and generally referred to as Drake's Fruit Pies by the early 1970s.
Creme-filled cupcake · 1928
Yankee Doodles
A chocolate cupcake with creme filling and no icing. The product originated with Yankee Cake Company and was marketed under the Drake's brand by the 1930s.
Marketing campaigns
- 1981Name the duck contest
United States
Drake's invited consumers to name its duck mascot; Webster was selected.
Outcome. Webster became the established name of the brand mascot.
- 1939New York World's Fair cake stand
New York City
Drake's operated a cake stand at the New York World's Fair and built a miniature version of the Long Island Big Duck structure for the event.
Outcome. The activation gave the regional bakery a prominent public exhibition presence.
- 1925Fresh Cake freshness policy
United States
Drake advertised a policy of removing products from store shelves after 48 hours and promoted its packaged products as convenient alternatives to home baking.
Outcome. The campaign reinforced freshness as a central part of the brand's early positioning.
- 1925Drake's collectible cards
United States
The company began issuing collectible cards carrying Drake's branding, including cards featuring Babe Ruth.
Outcome. Card promotions continued in various forms for decades and connected the bakery brand with popular culture and sports collecting.
Brand decisions
2016
Regional distribution expansionStrategyBackground
Drake's had historically concentrated its sales in the Northeastern United States.
Action taken
The brand expanded distribution into Mid-Atlantic and Southeastern markets.
Aftermath
Drake's maintained its regional heritage while increasing its availability outside the Northeast.
2012
Ownership transition following Interstate Bakeries bankruptcyOtherBackground
Interstate Bakeries Corporation, the corporate owner associated with Drake's, entered bankruptcy.
Action taken
The Drake's brand was acquired by McKee Foods during the resulting restructuring and asset-sale process.
Aftermath
McKee Foods became the brand's owner and continued its commercial operation.
1987
Sale to management-led private groupM&ABackground
Following the antitrust dispute over the prior transaction, Ralston Purina arranged a new sale of Drake Bakeries.
Action taken
Ralston Purina sold the Drake bakery unit to a private group led by Drake management and supported by Rock Capital Partners.
Aftermath
Drake continued as an independently owned bakery brand before later becoming associated with Interstate Bakeries Corporation.
Sale price. 176 million USD (1987)
1986
Proposed sale to Ralston PurinaM&ABackground
Borden sought to sell Drake Bakeries to Ralston Purina, which intended to place it within Continental Baking alongside Hostess.
Action taken
Ralston Purina announced the proposed acquisition.
Aftermath
Tasty Baking Company brought an antitrust challenge, and the proposed structure was blocked or abandoned. Drake was subsequently sold to a management-led private group.
Announced purchase price. 115 million USD (1986)
- Tasty Baking Company — Filed a federal antitrust suit opposing the proposed combination of Drake's and Hostess-related assets.
Recent events
- 2016
Drake's expands distribution beyond its traditional Northeast base[1]
Other
The brand expanded distribution into Mid-Atlantic and Southeastern U.S. markets.
- 1987
Drake Bakeries sold to management-led private group[1]
M&A
Ralston Purina agreed to sell the bakery unit to a private group led by Drake management and backed by Rock Capital Partners.
- 1986
Borden announces sale of Drake Bakeries to Ralston Purina[1]
M&A
Borden announced the proposed sale of Drake Bakeries to Ralston Purina for inclusion in its Continental Baking organization.
- 1986
Antitrust challenge affects proposed Drake's and Hostess combination[1]
Lawsuit · M&A
Tasty Baking Company filed a federal antitrust action opposing Ralston's proposed control of Drake's alongside Hostess-related assets.
Sources1 sources
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