{"success":true,"data":{"pressRelease":{"id":"4907","rtpr_id":"nBwc47nrHa","ticker":"FLO","exchange":"NYSE","all_tickers":["FLO"],"title":"Simple Mills Launches First Regenerative Organic Certified® Baking Mixes in Cinnamon Swirl Muffin & Cake and Original Pancake & Waffle","author":"Business Wire","published_at":"2026-04-22T13:03:00.166Z","article_body":"Simple Mills Launches First Regenerative Organic Certified® Baking Mixes in\nCinnamon Swirl Muffin & Cake and Original Pancake & Waffle\n\nLeader in Better-for-You Snacking and Baking Strengthens Focus on Regenerative\nAgriculture\n\n\n * Supporting Soil Health with Regenerative Organic Certified® Mixes: Simple\nMills is launching its first Regenerative Organic Certified® products,\nincluding an Oat Flour Cinnamon Swirl Muffin & Cake Mix and an Oat Flour\nOriginal Pancake & Waffle Mix. These additions expand the brand’s\nmission to support a more resilient food system by sourcing from farms\ncertified under the Regenerative Organic Certified® program, which requires\npractices designed to support soil health and farmer fairness.\n\n * Wholesome Baking with Purposeful Ingredients: These new mixes deliver a moist\ntexture using a short list of just six nutrient-dense, recognizable whole-food\ningredients like Organic Oat Flour, Organic Coconut Sugar, and Organic Cassava\nFlour.\n\n * Bringing Regenerative Agriculture Mainstream: Simple Mills is making it easy\nfor consumers to bake with Regenerative Organic Certified® ingredients by\nreimagining nostalgic treats families already love. By using Regenerative\nOrganic Certified® ingredients in these favorites, the brand is making it\neasy for consumers to connect pantry staples to farming practices designed to\nsupport soil health.\n\nSimple Mills\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fsimplemills.com%2F&esheet=54520159&newsitemid=20260422525929&lan=en-US&anchor=Simple+Mills&index=1&md5=834722cd42c0b8936a2bb4115b269499)\n, the company on a mission to revolutionize the way food is made to nourish\npeople and planet through delicious, better-for-you foods, is elevating the\nbaking aisle with the debut of two new Regenerative Organic Certified® Oat\nFlour Baking Mixes: Original Pancake & Waffle Mix and Cinnamon Swirl\nMuffin & Cake Mix. Launching just in time for Earth Day, these mixes offer\na delicious way to enjoy familiar baking rituals with ingredients sourced from\nfarms with practices designed to support soil health and the prosperity of\nfarming communities.\n\nThis press release features multimedia. View the full release here:\nhttps://www.businesswire.com/news/home/20260422525929/en/\n(https://www.businesswire.com/news/home/20260422525929/en/)\n\nSimple Mills new Oat Flour Cinnamon Swirl Muffin & Cake Mix and Oat Flour\nOriginal Pancake & Waffle Mix.\n\nAs a leading Baking Mix Brand in the natural channel(1), Simple Mills\ncontinues its commitment to a more diverse food system with the launch of its\nfirst oat-based products. This move into oats introduces a familiar taste and\ntexture that is naturally nut-free, making wholesome baking accessible to more\nhouseholds. Oats are a natural source of dietary fiber, bringing purposeful\nnutrition to every recipe. By using Regenerative Organic Certified®\ningredients, Simple Mills is furthering its mission to improve both human and\nplanetary health. Regenerative Organic Certified® is a third-party\ncertification that builds on the foundation of USDA Certified Organic with\npractices designed to increase soil organic matter over time, work towards\nincreasing biodiversity, improve animal welfare, and provide economic\nstability and fairness for farmers and workers.\n\nThis launch represents significant progress in the brand’s commitment to a\nresilient agricultural future as it expands beyond grain-free options to\nsupport a wider variety of crops and sustainable farming practices. Both new\nmixes feature a simple list of just six purposeful, nutrient-dense\ningredients, including Organic Oat Flour and Organic Coconut Sugar. By working\ndirectly with farmers, Simple Mills has learned the importance of\nunderstanding the people, places, and growing practices behind its\ningredients.\n\n“We have always believed that one of the most meaningful ways to care for\nour health is to care for the land and communities that grow our food,” said\nChristina Skonberg, senior director of sustainability and mission at Simple\nMills. “Our first Regenerative Organic Certified® Oat Flour Mixes represent\na pivotal step in our mission to nourish people and the planet. This launch is\na major milestone in our work to turn a simple kitchen tradition into a\npowerful way to support farming practices designed to build soil health and\nhuman health. We’re reimagining these familiar baking rituals as meaningful\nways for anyone to be part of a more resilient food system.”\n\nBringing Purpose to the Pantry\n\nSweet bakery products are currently the second-largest source of\nultra-processed calories in the American diet for both adults and children.(2\n)For over a decade, Simple Mills has always believed that what we eat, where\nit’s grown, and how it’s grown matters. By pairing Regenerative Organic\nCertified® standards with a simple, nutrient-dense ingredient list, the brand\nis offering a way to enjoy traditional treats without the ultra-processed\nadditives commonly found in the category.\n\nAdditional details on the new Baking Mixes include:\n\n\n * Cinnamon Swirl Muffin & Cake Mix: A wholesome treat featuring a cinnamon\nswirl center and a crunchy cinnamon sugar topping. This versatile mix allows\nfor easy, one-bowl preparation of muffins or a snackable cake using only six\ningredients, including Organic Oat Flour and Organic Cinnamon.\n\n * Oat Flour Original Pancake & Waffle Mix: Designed for effortless mornings,\nthis mix delivers a light texture for two quintessential breakfast classics.\nIt provides a wholesome alternative that satisfies the whole family.\n\nIn addition to being Regenerative Organic Certified®, both products are\nGluten-Free, Non-GMO Project Verified, and Non-UPF Verified\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.businesswire.com%2Fnews%2Fhome%2F20260219972894%2Fen%2FSimple-Mills-Among-the-First-Brands-Verified-Under-the-Non-UPF-Verified-Standard-Charting-a-New-Course-for-Food-Transparency&esheet=54520159&newsitemid=20260422525929&lan=en-US&anchor=Non-UPF+Verified&index=2&md5=83c46d1f26f130cf32b0d99ff38867cd)\n. These launches represent the latest step in Simple Mills’ commitment to\nadvancing a more resilient food system by bringing Regenerative Organic\nCertified® ingredients into everyday pantry staples like pancakes and\nmuffins.\n\nSimple Mills Regenerative Organic Certified® Oat Flour Baking Mixes have an\nMSRP of $8.69 and are available now at Whole Foods, as well as online at\nAmazon and Thrive Market. For more information on the brand’s full portfolio\nand its commitment to regenerative agriculture, visit www.simplemills.com\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.simplemills.com%2F&esheet=54520159&newsitemid=20260422525929&lan=en-US&anchor=www.simplemills.com&index=3&md5=e896888b34f04ab9d500c96352eaaeea)\n.\n\nAbout Simple Mills\n\nFounded in 2012, Simple Mills is a leading provider of better-for-you\ncrackers, cookies, snack bars, and baking mixes made with simple and\nnutritious high-quality ingredients that deliver extraordinary taste.\n\nThe brand, which joined the Flowers Foods (NYSE: FLO) portfolio in 2025, has\ndisrupted center-aisle grocery categories, becoming a leading natural cracker,\ncookie, and baking mix brand in MULO+, with distribution in over 30,000 stores\nnationwide. Its mission is to revolutionize the way food is made to nourish\npeople and planet. For more information, visit www.simplemills.com\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.simplemills.com%2F&esheet=54520159&newsitemid=20260422525929&lan=en-US&anchor=www.simplemills.com&index=4&md5=b2fbe1819d82ce50b10e54b714b73ed4)\n.\n\n\n 1. SPINS Data, $ Sales, Latest 52 Weeks Ending 3/1/26\n\n 2. Williams AM, Couch CA, Emmerich SE, Ogburn DF. Ultra-processed food\nconsumption among youth and adults: United States, August 2021–August 2023.\nNCHS Data Brief, no 536. Hyattsville, MD: National Center for Health\nStatistics. 2025\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.cdc.gov%2Fnchs%2Fdata%2Fdatabriefs%2Fdb536.pdf&esheet=54520159&newsitemid=20260422525929&lan=en-US&anchor=Williams+AM%2C+Couch+CA%2C+Emmerich+SE%2C+Ogburn+DF.+Ultra-processed+food+consumption+among+youth+and+adults%3A+United+States%2C+August+2021%26%238211%3BAugust+2023.+NCHS+Data+Brief%2C+no+536.+Hyattsville%2C+MD%3A+National+Center+for+Health+Statistics.+2025&index=5&md5=0d6b121e221a8ec9a94b7ca95058867c)\n\n.\n\n\n\nView source version on businesswire.com:\nhttps://www.businesswire.com/news/home/20260422525929/en/\n(https://www.businesswire.com/news/home/20260422525929/en/)\n\nMedia Contact: \n\nRachel Kay Public Relations\n\nJules Mastrocola\n\n908-587-6887\n\nSimpleMills@rkpr.net (mailto:SimpleMills@rkpr.net)\n\n\nCopyright Business Wire 2026","article_body_html":"","raw_payload":{"data":{"id":"nBwc47nrHa","title":"Simple Mills Launches First Regenerative Organic Certified® Baking Mixes in Cinnamon Swirl Muffin & Cake and Original Pancake & Waffle","author":"Business Wire","ticker":"FLO","created":"2026-04-22T13:03:00.166Z","tickers":["FLO"],"exchange":"NYSE","article_body":"Simple Mills Launches First Regenerative Organic Certified® Baking Mixes in\nCinnamon Swirl Muffin & Cake and Original Pancake & Waffle\n\nLeader in Better-for-You Snacking and Baking Strengthens Focus on Regenerative\nAgriculture\n\n\n * Supporting Soil Health with Regenerative Organic Certified® Mixes: Simple\nMills is launching its first Regenerative Organic Certified® products,\nincluding an Oat Flour Cinnamon Swirl Muffin & Cake Mix and an Oat Flour\nOriginal Pancake & Waffle Mix. These additions expand the brand’s\nmission to support a more resilient food system by sourcing from farms\ncertified under the Regenerative Organic Certified® program, which requires\npractices designed to support soil health and farmer fairness.\n\n * Wholesome Baking with Purposeful Ingredients: These new mixes deliver a moist\ntexture using a short list of just six nutrient-dense, recognizable whole-food\ningredients like Organic Oat Flour, Organic Coconut Sugar, and Organic Cassava\nFlour.\n\n * Bringing Regenerative Agriculture Mainstream: Simple Mills is making it easy\nfor consumers to bake with Regenerative Organic Certified® ingredients by\nreimagining nostalgic treats families already love. By using Regenerative\nOrganic Certified® ingredients in these favorites, the brand is making it\neasy for consumers to connect pantry staples to farming practices designed to\nsupport soil health.\n\nSimple Mills\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fsimplemills.com%2F&esheet=54520159&newsitemid=20260422525929&lan=en-US&anchor=Simple+Mills&index=1&md5=834722cd42c0b8936a2bb4115b269499)\n, the company on a mission to revolutionize the way food is made to nourish\npeople and planet through delicious, better-for-you foods, is elevating the\nbaking aisle with the debut of two new Regenerative Organic Certified® Oat\nFlour Baking Mixes: Original Pancake & Waffle Mix and Cinnamon Swirl\nMuffin & Cake Mix. Launching just in time for Earth Day, these mixes offer\na delicious way to enjoy familiar baking rituals with ingredients sourced from\nfarms with practices designed to support soil health and the prosperity of\nfarming communities.\n\nThis press release features multimedia. View the full release here:\nhttps://www.businesswire.com/news/home/20260422525929/en/\n(https://www.businesswire.com/news/home/20260422525929/en/)\n\nSimple Mills new Oat Flour Cinnamon Swirl Muffin & Cake Mix and Oat Flour\nOriginal Pancake & Waffle Mix.\n\nAs a leading Baking Mix Brand in the natural channel(1), Simple Mills\ncontinues its commitment to a more diverse food system with the launch of its\nfirst oat-based products. This move into oats introduces a familiar taste and\ntexture that is naturally nut-free, making wholesome baking accessible to more\nhouseholds. Oats are a natural source of dietary fiber, bringing purposeful\nnutrition to every recipe. By using Regenerative Organic Certified®\ningredients, Simple Mills is furthering its mission to improve both human and\nplanetary health. Regenerative Organic Certified® is a third-party\ncertification that builds on the foundation of USDA Certified Organic with\npractices designed to increase soil organic matter over time, work towards\nincreasing biodiversity, improve animal welfare, and provide economic\nstability and fairness for farmers and workers.\n\nThis launch represents significant progress in the brand’s commitment to a\nresilient agricultural future as it expands beyond grain-free options to\nsupport a wider variety of crops and sustainable farming practices. Both new\nmixes feature a simple list of just six purposeful, nutrient-dense\ningredients, including Organic Oat Flour and Organic Coconut Sugar. By working\ndirectly with farmers, Simple Mills has learned the importance of\nunderstanding the people, places, and growing practices behind its\ningredients.\n\n“We have always believed that one of the most meaningful ways to care for\nour health is to care for the land and communities that grow our food,” said\nChristina Skonberg, senior director of sustainability and mission at Simple\nMills. “Our first Regenerative Organic Certified® Oat Flour Mixes represent\na pivotal step in our mission to nourish people and the planet. This launch is\na major milestone in our work to turn a simple kitchen tradition into a\npowerful way to support farming practices designed to build soil health and\nhuman health. We’re reimagining these familiar baking rituals as meaningful\nways for anyone to be part of a more resilient food system.”\n\nBringing Purpose to the Pantry\n\nSweet bakery products are currently the second-largest source of\nultra-processed calories in the American diet for both adults and children.(2\n)For over a decade, Simple Mills has always believed that what we eat, where\nit’s grown, and how it’s grown matters. By pairing Regenerative Organic\nCertified® standards with a simple, nutrient-dense ingredient list, the brand\nis offering a way to enjoy traditional treats without the ultra-processed\nadditives commonly found in the category.\n\nAdditional details on the new Baking Mixes include:\n\n\n * Cinnamon Swirl Muffin & Cake Mix: A wholesome treat featuring a cinnamon\nswirl center and a crunchy cinnamon sugar topping. This versatile mix allows\nfor easy, one-bowl preparation of muffins or a snackable cake using only six\ningredients, including Organic Oat Flour and Organic Cinnamon.\n\n * Oat Flour Original Pancake & Waffle Mix: Designed for effortless mornings,\nthis mix delivers a light texture for two quintessential breakfast classics.\nIt provides a wholesome alternative that satisfies the whole family.\n\nIn addition to being Regenerative Organic Certified®, both products are\nGluten-Free, Non-GMO Project Verified, and Non-UPF Verified\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.businesswire.com%2Fnews%2Fhome%2F20260219972894%2Fen%2FSimple-Mills-Among-the-First-Brands-Verified-Under-the-Non-UPF-Verified-Standard-Charting-a-New-Course-for-Food-Transparency&esheet=54520159&newsitemid=20260422525929&lan=en-US&anchor=Non-UPF+Verified&index=2&md5=83c46d1f26f130cf32b0d99ff38867cd)\n. These launches represent the latest step in Simple Mills’ commitment to\nadvancing a more resilient food system by bringing Regenerative Organic\nCertified® ingredients into everyday pantry staples like pancakes and\nmuffins.\n\nSimple Mills Regenerative Organic Certified® Oat Flour Baking Mixes have an\nMSRP of $8.69 and are available now at Whole Foods, as well as online at\nAmazon and Thrive Market. For more information on the brand’s full portfolio\nand its commitment to regenerative agriculture, visit www.simplemills.com\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.simplemills.com%2F&esheet=54520159&newsitemid=20260422525929&lan=en-US&anchor=www.simplemills.com&index=3&md5=e896888b34f04ab9d500c96352eaaeea)\n.\n\nAbout Simple Mills\n\nFounded in 2012, Simple Mills is a leading provider of better-for-you\ncrackers, cookies, snack bars, and baking mixes made with simple and\nnutritious high-quality ingredients that deliver extraordinary taste.\n\nThe brand, which joined the Flowers Foods (NYSE: FLO) portfolio in 2025, has\ndisrupted center-aisle grocery categories, becoming a leading natural cracker,\ncookie, and baking mix brand in MULO+, with distribution in over 30,000 stores\nnationwide. Its mission is to revolutionize the way food is made to nourish\npeople and planet. For more information, visit www.simplemills.com\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.simplemills.com%2F&esheet=54520159&newsitemid=20260422525929&lan=en-US&anchor=www.simplemills.com&index=4&md5=b2fbe1819d82ce50b10e54b714b73ed4)\n.\n\n\n 1. SPINS Data, $ Sales, Latest 52 Weeks Ending 3/1/26\n\n 2. Williams AM, Couch CA, Emmerich SE, Ogburn DF. Ultra-processed food\nconsumption among youth and adults: United States, August 2021–August 2023.\nNCHS Data Brief, no 536. Hyattsville, MD: National Center for Health\nStatistics. 2025\n(https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Fwww.cdc.gov%2Fnchs%2Fdata%2Fdatabriefs%2Fdb536.pdf&esheet=54520159&newsitemid=20260422525929&lan=en-US&anchor=Williams+AM%2C+Couch+CA%2C+Emmerich+SE%2C+Ogburn+DF.+Ultra-processed+food+consumption+among+youth+and+adults%3A+United+States%2C+August+2021%26%238211%3BAugust+2023.+NCHS+Data+Brief%2C+no+536.+Hyattsville%2C+MD%3A+National+Center+for+Health+Statistics.+2025&index=5&md5=0d6b121e221a8ec9a94b7ca95058867c)\n\n.\n\n\n\nView source version on businesswire.com:\nhttps://www.businesswire.com/news/home/20260422525929/en/\n(https://www.businesswire.com/news/home/20260422525929/en/)\n\nMedia Contact: \n\nRachel Kay Public Relations\n\nJules Mastrocola\n\n908-587-6887\n\nSimpleMills@rkpr.net (mailto:SimpleMills@rkpr.net)\n\n\nCopyright Business Wire 2026"},"type":"article","timestamp":"2026-04-22T13:03:00.225177258Z","server_sent_at_ms":1776862980225},"received_at":"2026-04-22T13:03:00.313Z","source_url":"https://www.businesswire.com/news/home/20260422525929/en/"},"analysis":{"id":"3507","press_release_id":"4907","analysis_json":{"industry":{"label":"Food, Beverage & Tobacco","sector":"Consumer Staples"},"redFlags":[],"eventType":"product_launch","narrative":"Simple Mills, a brand in the Flowers Foods (FLO) portfolio, launched its first Regenerative Organic Certified® baking mixes in Cinnamon Swirl Muffin & Cake and Original Pancake & Waffle varieties.\n\nThe new oat-based products feature a short list of six ingredients, including Organic Oat Flour and Organic Coconut Sugar, and carry an MSRP of $8.69.\n\nThese mixes are immediately available at Whole Foods, Amazon, and Thrive Market as the brand expands into sustainable agriculture and oat categories to support soil health.","sentiment":"bullish","agentHooks":{"shouldPost":false,"suggestedAngle":"Simple Mills expands into the Regenerative Organic Certified category with two new oat-based baking mixes."},"keyFigures":{"customDimensions":{"msrp":"$8.69"}},"quotedText":"We have always believed that one of the most meaningful ways to care for\nour health is to care for the land and communities that grow our food","namedEntities":{"people":[{"name":"Christina Skonberg","role":"Senior Director of Sustainability and Mission"},{"name":"Jules Mastrocola","role":"Media Contact"}],"products":["Regenerative Organic Certified® Oat Flour Cinnamon Swirl Muffin & Cake Mix","Regenerative Organic Certified® Oat Flour Original Pancake & Waffle Mix"],"companies":[{"name":"Simple Mills","relationship":"subsidiary/brand"},{"name":"Flowers Foods","ticker":"FLO","relationship":"parent company"},{"name":"Whole Foods","relationship":"retailer"},{"name":"Amazon","relationship":"retailer"},{"name":"Thrive Market","relationship":"retailer"},{"name":"Rachel Kay Public Relations","relationship":"PR agency"}],"dollarAmounts":[{"amount":"$8.69","context":"MSRP of new baking mixes"}]},"materialImpact":{"score":2,"reasoning":"Launch of two new SKUs under the Simple Mills brand, representing an expansion into the Regenerative Organic Certified category and oat-based products. While a strategic milestone for the brand, it is a routine product line expansion unlikely to significantly move the stock of the parent company without specific revenue impact quantified."},"tickerRelevance":{"others":[],"primary":"FLO"},"eventTypeSecondary":[]},"event_type":"product_launch","event_type_secondary":null,"sentiment":"bullish","material_impact_score":2,"narrative":"Simple Mills, a brand in the Flowers Foods (FLO) portfolio, launched its first Regenerative Organic Certified® baking mixes in Cinnamon Swirl Muffin & Cake and Original Pancake & Waffle varieties.\n\nThe new oat-based products feature a short list of six ingredients, including Organic Oat Flour and Organic Coconut Sugar, and carry an MSRP of $8.69.\n\nThese mixes are immediately available at Whole Foods, Amazon, and Thrive Market as the brand expands into sustainable agriculture and oat categories to support soil health.","key_figures":{"customDimensions":{"msrp":"$8.69"}},"named_entities":{"people":[{"name":"Christina Skonberg","role":"Senior Director of Sustainability and Mission"},{"name":"Jules Mastrocola","role":"Media Contact"}],"products":["Regenerative Organic Certified® Oat Flour Cinnamon Swirl Muffin & Cake Mix","Regenerative Organic Certified® Oat Flour Original Pancake & Waffle Mix"],"companies":[{"name":"Simple Mills","relationship":"subsidiary/brand"},{"name":"Flowers Foods","ticker":"FLO","relationship":"parent company"},{"name":"Whole Foods","relationship":"retailer"},{"name":"Amazon","relationship":"retailer"},{"name":"Thrive Market","relationship":"retailer"},{"name":"Rachel Kay Public Relations","relationship":"PR agency"}],"dollarAmounts":[{"amount":"$8.69","context":"MSRP of new baking mixes"}]},"model_name":"glm-4.7","prompt_hash":"sha256:2f2748f0fcc8c4f2","schema_hash":"sha256:ad96b863d7123008","created_at":"2026-04-22T17:45:34.568Z","global_importance":3,"audience_relevance":3,"importance_components":{"method":"backfill-heuristic","signals":{"bodyLong":false,"headlineTier1":false,"tickerCovered":false,"hadSignificance":false},"version":1,"computedAt":"2026-04-27T11:52:54.231Z"}},"durationMs":63190,"modelName":"glm-4.7"}}