Flowers Foods Moves to Sell Tastykake Brand

The potential sale reflects a broader corporate pivot toward higher-growth assets. While Flowers Foods generated $5.3 billion in sales last year, Tastykake—known for its Krimpets and Kandy Kakes—contributes roughly $400 million to that total. The brand has been under the Flowers umbrella since its $175 million acquisition in 2011, but it no longer aligns with the firm’s current portfolio focus. This strategy was recently underscored by the $795 million purchase of Simple Mills, a brand specializing in health-conscious crackers and baking mixes.

This move comes amid a wave of consolidation in the baked goods sector. Recent industry activity includes the J.M. Smucker acquisition of Hostess Brands for $5.6 billion and the private equity buyout of Rise Baking Company. Neither Flowers Foods nor RBC has provided formal comment on the ongoing process, as the company looks to shed legacy assets to sharpen its competitive edge.