Simple Mills Launches First Regenerative Organic Certified® Baking Mixes in Cinnamon Swirl Muffin & Cake and Original Pancake & Waffle

Key Terms

regenerative organic certified regulatory

A regenerative organic certified label is a third-party seal showing a farm or product meets standards for rebuilding soil, increasing biodiversity, humane animal care, and fair treatment of workers. For investors, that label signals a company is using higher-cost, lower-risk farming practices that can command consumer loyalty and price premiums, strengthen long-term supply reliability, and reduce environmental and reputational risks — like choosing a well-maintained, longer-lasting tool over a cheap replacement.

usda certified organic regulatory

USDA Certified Organic is a federal label indicating that agricultural products were produced and handled according to specific government rules limiting synthetic pesticides, fertilizers, antibiotics, and genetically modified ingredients, and using verified practices for soil and animal welfare. For investors, the label acts like a widely recognized quality badge that can open premium pricing, niche market access and stronger brand trust, but also implies higher production costs and regulatory oversight that affect margins and supply risks.

non-gmo project verified regulatory

A Non-GMO Project Verified label is a third-party certification showing a food or ingredient has been produced without genetically modified organisms and has passed the program’s supply-chain checks. For investors, it signals a product attribute that can boost consumer trust, justify premium pricing, and affect market access or sourcing costs much like an organic label influences demand and margins. It also highlights potential supply-chain complexity and reputational risk management.

non-upf verified regulatory

Non-UPF verified means a product or fabric has not been tested or certified to show how much ultraviolet (UV) radiation it blocks. For investors this signals greater uncertainty about safety claims, regulatory compliance, and consumer trust—similar to buying a car without a crash-test rating, you don’t know how well it performs under sunlight exposure, which can affect returns, liability risk, and brand reputation.

msrp financial

MSRP is the price a manufacturer recommends retailers charge for a product, like a suggested sticker price on a car or appliance. For investors it signals pricing strategy and potential profit margins: if retailers sell above it demand may be strong or supply tight, while deep discounts below it can indicate weak sales or margin pressure. Comparing MSPR to actual selling prices helps assess revenue realism and competitive dynamics.

ultra-processed technical

Ultra-processed describes foods made mostly from industrial ingredients and additives rather than whole, recognizable foods — think ready-to-eat snacks, sugary drinks or instant meals assembled from oils, starches, flavorings and preservatives. Investors watch this category because shifting consumer tastes, health research, labeling rules and potential regulation can change demand, create reputational or litigation risk, and affect profit margins across food makers, retailers and related supply chains.

Leader in Better-for-You Snacking and Baking Strengthens Focus on Regenerative Agriculture

• Supporting Soil Health with Regenerative Organic Certified® Mixes: Simple Mills is launching its first Regenerative Organic Certified® products, including an Oat Flour Cinnamon Swirl Muffin & Cake Mix and an Oat Flour Original Pancake & Waffle Mix. These additions expand the brand’s mission to support a more resilient food system by sourcing from farms certified under the Regenerative Organic Certified® program, which requires practices designed to support soil health and farmer fairness.
• Wholesome Baking with Purposeful Ingredients: These new mixes deliver a moist texture using a short list of just six nutrient-dense, recognizable whole-food ingredients like Organic Oat Flour, Organic Coconut Sugar, and Organic Cassava Flour.
• Bringing Regenerative Agriculture Mainstream: Simple Mills is making it easy for consumers to bake with Regenerative Organic Certified® ingredients by reimagining nostalgic treats families already love. By using Regenerative Organic Certified® ingredients in these favorites, the brand is making it easy for consumers to connect pantry staples to farming practices designed to support soil health.

CHICAGO--(BUSINESS WIRE)-- Simple Mills, the company on a mission to revolutionize the way food is made to nourish people and planet through delicious, better-for-you foods, is elevating the baking aisle with the debut of two new Regenerative Organic Certified® Oat Flour Baking Mixes: Original Pancake & Waffle Mix and Cinnamon Swirl Muffin & Cake Mix. Launching just in time for Earth Day, these mixes offer a delicious way to enjoy familiar baking rituals with ingredients sourced from farms with practices designed to support soil health and the prosperity of farming communities.

Simple Mills new Oat Flour Cinnamon Swirl Muffin & Cake Mix and Oat Flour Original Pancake & Waffle Mix.

As a leading Baking Mix Brand in the natural channel¹, Simple Mills continues its commitment to a more diverse food system with the launch of its first oat-based products. This move into oats introduces a familiar taste and texture that is naturally nut-free, making wholesome baking accessible to more households. Oats are a natural source of dietary fiber, bringing purposeful nutrition to every recipe. By using Regenerative Organic Certified® ingredients, Simple Mills is furthering its mission to improve both human and planetary health. Regenerative Organic Certified® is a third-party certification that builds on the foundation of USDA Certified Organic with practices designed to increase soil organic matter over time, work towards increasing biodiversity, improve animal welfare, and provide economic stability and fairness for farmers and workers.

This launch represents significant progress in the brand’s commitment to a resilient agricultural future as it expands beyond grain-free options to support a wider variety of crops and sustainable farming practices. Both new mixes feature a simple list of just six purposeful, nutrient-dense ingredients, including Organic Oat Flour and Organic Coconut Sugar. By working directly with farmers, Simple Mills has learned the importance of understanding the people, places, and growing practices behind its ingredients.

“We have always believed that one of the most meaningful ways to care for our health is to care for the land and communities that grow our food,” said Christina Skonberg, senior director of sustainability and mission at Simple Mills. “Our first Regenerative Organic Certified® Oat Flour Mixes represent a pivotal step in our mission to nourish people and the planet. This launch is a major milestone in our work to turn a simple kitchen tradition into a powerful way to support farming practices designed to build soil health and human health. We’re reimagining these familiar baking rituals as meaningful ways for anyone to be part of a more resilient food system.”

Bringing Purpose to the Pantry

Sweet bakery products are currently the second-largest source of ultra-processed calories in the American diet for both adults and children.² For over a decade, Simple Mills has always believed that what we eat, where it’s grown, and how it’s grown matters. By pairing Regenerative Organic Certified® standards with a simple, nutrient-dense ingredient list, the brand is offering a way to enjoy traditional treats without the ultra-processed additives commonly found in the category.

Additional details on the new Baking Mixes include:

• Cinnamon Swirl Muffin & Cake Mix: A wholesome treat featuring a cinnamon swirl center and a crunchy cinnamon sugar topping. This versatile mix allows for easy, one-bowl preparation of muffins or a snackable cake using only six ingredients, including Organic Oat Flour and Organic Cinnamon.
• Oat Flour Original Pancake & Waffle Mix: Designed for effortless mornings, this mix delivers a light texture for two quintessential breakfast classics. It provides a wholesome alternative that satisfies the whole family.

In addition to being Regenerative Organic Certified®, both products are Gluten-Free, Non-GMO Project Verified, and Non-UPF Verified. These launches represent the latest step in Simple Mills’ commitment to advancing a more resilient food system by bringing Regenerative Organic Certified® ingredients into everyday pantry staples like pancakes and muffins.

Simple Mills Regenerative Organic Certified® Oat Flour Baking Mixes have an MSRP of $8.69 and are available now at Whole Foods, as well as online at Amazon and Thrive Market. For more information on the brand’s full portfolio and its commitment to regenerative agriculture, visit www.simplemills.com.

About Simple Mills

Founded in 2012, Simple Mills is a leading provider of better-for-you crackers, cookies, snack bars, and baking mixes made with simple and nutritious high-quality ingredients that deliver extraordinary taste.

The brand, which joined the Flowers Foods (NYSE: FLO) portfolio in 2025, has disrupted center-aisle grocery categories, becoming a leading natural cracker, cookie, and baking mix brand in MULO+, with distribution in over 30,000 stores nationwide. Its mission is to revolutionize the way food is made to nourish people and planet. For more information, visit www.simplemills.com.

1. SPINS Data, $ Sales, Latest 52 Weeks Ending 3/1/26
2. Williams AM, Couch CA, Emmerich SE, Ogburn DF. Ultra-processed food consumption among youth and adults: United States, August 2021–August 2023. NCHS Data Brief, no 536. Hyattsville, MD: National Center for Health Statistics. 2025.

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Media Contact:
Rachel Kay Public Relations
Jules Mastrocola
908-587-6887
SimpleMills@rkpr.net

Source: Simple Mills