Tasty Baking Company

Tasty Baking Company is best known to consumers through Tastykake, its snack-cake brand. The company traces its beginnings to Philadelphia and has developed a strong local identity there. Its website describes Tastykake as a Philadelphia phenomenon for more than 100 years, while also presenting the brand as serving snack lovers around the country. Tastykake sells individually packaged and multi-portion sweet snacks across a broad range of categories. The brand’s current product listings include bars, cupcakes, doughnuts, honey buns, Kandy Kakes, Krimpets, Juniors, pastries, pies, seasonal products, other cakes, and minis. Its homepage highlights Juniors, Kandy Kakes, Krimpets, and pies as iconic treats. Products are marketed as convenient, enjoyable everyday snacks for consumers and families. The company was founded in 1914 by Philip J. Baur and Herbert T. Morris. Flowers Foods acquired Tasty Baking Company in 2011, making Tastykake part of the larger packaged-baked-goods group. Tastykake remains an active consumer-facing brand with a national U.S. presence. Its positioning combines Philadelphia heritage and familiar signature treats with a broad assortment designed for casual snacking. The company’s website also promotes recipes, a store locator, social-media engagement, and email updates.

Tasty Baking Company began in Philadelphia in 1914, founded by Philip J. Baur and Herbert T. Morris. The company built its consumer identity around packaged baked treats sold under the Tastykake name. Over time, the brand became closely associated with Philadelphia, a connection that remains central to its own account of its history: the company describes Tastykake as a Philadelphia phenomenon for more than a century. Tastykake’s assortment broadened beyond a single kind of cake into multiple formats of sweet packaged snacks. The company’s present product listings span bars, cupcakes, doughnuts, honey buns, pastries, pies, seasonal items, mini products, and named lines such as Kandy Kakes, Krimpets, and Juniors. These products support a broad everyday-snacking proposition, while the named lines and regional heritage give the brand recognizable points of distinction. Flowers Foods acquired Tasty Baking Company in 2011. The acquisition placed the Philadelphia-origin company and Tastykake within a larger packaged-baked-goods business. Tastykake continues to operate as a consumer-facing brand, with its website describing a presence among snack lovers around the United States and providing a product catalogue and store locator. The brand has also used promotions, partnerships, and new-product announcements to connect its established snack products with contemporary audiences. Company materials describe a centennial anniversary campaign involving the USO and Birthday Kake Cupcakes, promotional activity around National Donut Day, and limited-edition packaging or sweepstakes tied to entertainment releases. Its website continues to present the brand through its product range, recipes, and consumer engagement channels. The available source material does not establish further details about current corporate leadership or the company’s present operating structure beyond its ownership by Flowers Foods.

• 2014

  Centennial anniversary promotions

• 2011

  Acquired by Flowers Foods

• 1914

  Tasty Baking Company founded in Philadelphia

A Philadelphia-rooted, nationally available snack-cake brand built around convenient sweet treats, signature product lines, and a long-standing local heritage.

• Kandy Kakes

  A named Tastykake product line highlighted among the brand’s iconic treats.

• Krimpets

  A named Tastykake product line highlighted among the brand’s iconic treats.

• Juniors

  A named Tastykake product line highlighted among the brand’s iconic treats.

• Birthday Kake Cupcakes

  Cupcakes mentioned in the brand’s centennial-anniversary materials.

1. 1Tastykaketastykake.com
2. 2Products — Tastykaketastykake.com
3. 3About us — Tastykaketastykake.com
4. 4About — Tastykaketastykake.com