GET A PIECE OF 5 GENERATION BAKERS
We believe we're the best cinnamon swirl bread in the world. The very nature of our signature products—round, all-natural, small batch, artisan cinnamon swirl loaves—provides natural barriers to competition: the costs and hassles associated with baking in the extremely expensive but necessary “crimp pans,” discourage competition.
GROWING IN A BIG INDUSTRY! The $30 billion baking industry has room to grow. Breakfast foods, clean formulas, and minimally processed baked goods are trending. 5 Generation Bakers, with over 70% growth since 2019, has the capacity to continue this direction.*
AWARD-WINNING! Our QVC partnership has expanded our brand. In 2022, we shipped to over 80,000 homes in all 50 states — strong sales in the West have demonstrated to us, beyond any doubt, the nationwide appeal of our breads. Plus, we received the QVC Customer Choice Award for Best Bread!
*Information from Chron (Source)
THIS WEBPAGE MAY CONTAIN FORWARD-LOOKING STATEMENTS AND INFORMATION RELATING TO, AMONG OTHER THINGS, THE COMPANY, ITS BUSINESS PLAN AND STRATEGY, AND ITS INDUSTRY. THESE FORWARD-LOOKING STATEMENTS ARE BASED ON THE BELIEFS OF, ASSUMPTIONS MADE BY, AND INFORMATION CURRENTLY AVAILABLE TO THE COMPANY’S MANAGEMENT. WHEN USED IN THE OFFERING MATERIALS, THE WORDS “ESTIMATE,” “PROJECT,” “BELIEVE,” “ANTICIPATE,” “INTEND,” “EXPECT” AND SIMILAR EXPRESSIONS ARE INTENDED TO IDENTIFY FORWARD-LOOKING STATEMENTS, WHICH CONSTITUTE FORWARD LOOKING STATEMENTS. THESE STATEMENTS REFLECT MANAGEMENT’S CURRENT VIEWS WITH RESPECT TO FUTURE EVENTS AND ARE SUBJECT TO RISKS AND UNCERTAINTIES THAT COULD CAUSE THE COMPANY’S ACTUAL RESULTS TO DIFFER MATERIALLY FROM THOSE CONTAINED IN THE FORWARD-LOOKING STATEMENTS. INVESTORS ARE CAUTIONED NOT TO PLACE UNDUE RELIANCE ON THESE FORWARD-LOOKING STATEMENTS, WHICH SPEAK ONLY AS OF THE DATE ON WHICH THEY ARE MADE. THE COMPANY DOES NOT UNDERTAKE ANY OBLIGATION TO REVISE OR UPDATE THESE FORWARD-LOOKING STATEMENTS TO REFLECT EVENTS OR CIRCUMSTANCES AFTER SUCH DATE OR TO REFLECT THE OCCURRENCE OF UNANTICIPATED EVENTS.
the pitch
At 5 Generation Bakers, we have been selling our beloved Jenny Lee Swirl Bread across the U.S. for 12 years. Our major partnership with QVC has catapulted us to nearly $4 million in revenue in 2022 and more than 20% growth for two years running. We are ready to expand into new spaces including CBD, keto and gluten-free, and other baked goods such as cookies, bars, cakes, and whoopie pies. Join us as we bring generations of love for sticky goodness to consumers across the country.
Overview
We call ourselves 5 Generation Bakers for a reason: our founder’s family has operated bakeries for at least the past five generations. The Jenny Lee brand name has been a Pittsburgh icon since the 1930s, and now we’ve taken it national. Even as we carry on the family tradition, we innovate through new product lines and sales channels such as QVC and Hemp Bakers, our line providing some of the first CBD baked goods in a new and explosive market.
The Problem & Our solution
Typically found in small retail family bakeries, our type of swirl bread has been difficult to commercially manufacture, leaving a gap in the market for a national swirl bread brand. Some volume wholesale bakeries sought to fill this gap with their over-emulsified, preservative-laden sandwich breads by adding a cinnamon swirl. We designed a swirl bread manufacturing process to ensure profitability and commercial success while maintaining the small-batch, traditional quality of our product.
Our clean formula, cylindrical shape, and butter-cinnamon sugar coating help us stand out in the market. Most recently, we won QVC’s Customer Choice Award for Best Bread. As a specialty bakery, we command a stronger margin than commercial wholesale bread bakers. We sell our products to retailers, restaurants, food service operators, other manufacturers and directly to consumers. Our innovative new baked goods serve the rapidly expanding CBD, Keto, and gluten-free markets.
the market & Our Traction
The baking industry is valued at over $30 billion, growing at a rate of 4.1% year over year (Source | Source). Bread and breakfast items account for nearly a third of the market, the category we best occupy. Trends over the past two years show specialty bakeries growing even more rapidly with increased direct to consumer sales.
We have trademarked both our Jenny Lee and Hemp Bakers brands. We have loyal relationships with our co-packers, with agreements currently in talks to expand. Our business has grown by 20% year-over-year in both 2021 and 2022. QVC sales alone have grown by 265% in 2022, having reached 80,000 homes across the U.S. We have achieved all this growth with only one product, and now we have three new items coming to market in the coming months.
While our growth with QVC is impressive, 10 of our top 12 customers also grew in 2022! Our next three 'customers' include Vlore, allowing us to enter hundreds of Food Service/Restaurant channels, Michael Foods which has grown to 2/3 trucks a month for French Toast, and retail distributors featuring Jenny Lee Swirl Breads in bakery departments (Source).
*The above testimonials may not be representative of the opinions or the experiences of other customers and is not a guarantee of future performance or success.
*The above testimonials may not be representative of the opinions or the experiences of other customers and is not a guarantee of future performance or success.
Why Invest
We generated nearly $4 million in revenue in 2022 using just one production line, and we believe we have the capacity for additional lines to expand our revenue even further. The $4 million was done in one shift that averaged about 45-50 hours of line time last year. That could be extended to up to 120 hours (ideal 2-shift max would be 100 hours) which doubles revenue generated from that line and space to add additional lines. We estimate the production line revenue capacity is between $10-12M and facility capacity north of $25M. The facility capacity would only require investment in new equipment, and space expansion would allow for additional revenue growth.
Most recently, we have begun forming partnerships with other bakery manufacturers to produce new products including gluten and keto-friendly swirl breads, pepperoni rolls, cookies, bars, cakes, whoopie pies, and more. Join us as we bring our delicious, small-batch swirl breads beloved by generations of customers to the entire country.
5 Generation Bakers, LLC ("5 Generation Bakers" or the "Company") produces artisan cinnamon swirl breads and other clean quality baked goods. Our Retail and Foodservice channels to the consumer flow through dozens of distributors such as UNFI, Lipari Foods, US Foods, Reinhart, and many more. In addition, our partnership with QVC has created national meteoric growth and we were awarded their Customer Choice Award winner for Best Bread in 2022.
Scott’s work history includes working for Jenny Lee Bakery as a full time production employee while he was enrolled as a full time student in the University of Pittsburgh’s College of General Studies. During his Pitt career, he took a semester off to attend the American Institute of Baking and received his degree in the Science and Technology of Baking. After receiving his CBT, Scott accepted a position with City Pride Bakery in Pittsburgh, PA. Scott graduated from Pitt in 1994 with a business degree and rejoined the family business the following year.
When Jenny Lee Bakery closed a few months shy of its 70th anniversary in 2008, Scott’s first move was to secure the trademark rights to the Jenny Lee brand name and soon began creating a business plan for his new bakery. Nearly 2 years later, in February of 2010, he fired the ovens up once again. In the time since then, 5 Generation Bakers has reached customers in over 5000 supermarkets, retailers, restaurants and food service operators from Chicago to the East Coast, France, Japan and Trinidad. 5 Generation Bakers was named one of the fastest growing private companies in Pittsburgh by the Pittsburgh Business Times for four years in a row as well as three consecutive years on Inc. Magazine’s “Inc. 5000” list of the fastest growing private companies in America.
Bernie Baker
Director of Bakery Operations
Steve Percifield
Vice President of Sales
Spreading his wings, he left the business three years later, working for some of the largest bakery-supplying companies in the industry, DCA Food Industries, Bessire & Co., and L. Karp & Sons (Karp’s), serving as assistant marketing director, plant manager and wholesale account executive at DCA, marketing director and board member at Bessire, and vice president marketing and national sales, and board member at Karp’s.
At Bessire, manufactured product sales doubled and there was a 200% turn-around in the bottom line. At Karp’s, during his nearly 13-years there, the company went from declining sales of manufactured items to over a 20-fold increase with sales exceeding $100MM.
Beginning his work with 5 Generation Bakers in fall of 2011, in three months he expanded distribution to the Chicago-area, and expanded it further to include distributors in MI, WI, NE, and Minneapolis, who between them cover 18 states.
Jessica A Neal
Director of HR
Vince Tebalt
Director of Logistics- Supply Chain Manager
Tyrone Baskins
Production Manager and Talent Coach
Mark Michalski
Regional Sales Manager
Maximum Number of Shares Offered subject to adjustment for bonus shares
*Maximum number of units offered subject to adjustment for bonus units. See Bonus info below.
Investment Incentives & Bonuses*
Loyalty Bonus:
Employees and Previous Investors
25% bonus units
Time-Based:
Friends and Family Early Swirls
Invest within the first 48 hours and receive 25% bonus shares
Super Super Early Swirls
Invest $500 within the first 5 days and receive 20% bonus shares
Super Early Swirl s
Invest $500 within the first week and receive 15% bonus shares
Early Swirl s
Invest $500 within the first two weeks and receive 10% bonus shares
Amount-Based:
$250+ | Tier 1 On the Rise
Invest $250 and receive a $10 Gift Certificate for online purchases
$500+ | Tier 2 Time to Bake
Invest $500 and receive a complimentary Sampler Pack of Jenny Lee Swirl Bread
$1,000+ | Tier 3 A Crust Above
Invest $1000 and receive a complimentary Jenny Lee Swag Bag and 10% bonus units
(Jenny Lee Swag Bag includes in a canvas tote bag: loaves of Jenny Lee Breads, Sticky Buns, Toaster Tongs and Recipe Cards.)
$2,500+ | Tier 4 Making Dough
Invest $2500 and receive a Complimentary Jenny Lee Swag Bag and 15% bonus units
(Jenny Lee Swag Bag includes in a canvas tote bag: loaves of Jenny Lee Breads, Sticky Buns, Toaster Tongs and Recipe Cards.)
$5,000+ | Tier 5 Butter makes it Better
Invest $5000 and receive a Complimentary Jenny Lee Swag Bag, a limited edition Jenny Lee Swirl Bread Shirt, a Case of Assorted Jenny Lee Breads, and 20% bonus units
(Jenny Lee Swag Bag includes in a canvas tote bag: loaves of Jenny Lee Breads, Sticky Buns, Toaster Tongs and Recipe Cards.)
$10,000+ | Tier 6 Sweet Dreams are Made of These
Invest $10,000 and receive a Complimentary Jenny Lee Swag Bag, a limited edition Jenny Lee Swirl Bread Shirt, a year supply of Jenny Lee Swirl Breads, a framed Certificate of Ownership, a bakery tour, and dinner with our Founder and 25% bonus units. Participants must provide their own travel costs and arrangements.
(Jenny Lee Swag Bag includes in a canvas tote bag: loaves of Jenny Lee Breads, Sticky Buns, Toaster Tongs and Recipe Cards.)
*In order to receive perks from an investment, one must submit a single investment in the same offering that meets the minimum perk requirement. Bonus units from perks will not be granted if an investor submits multiple investments that, when combined, meet the perk requirement. All perks occur when the offering is completed.
The 10% StartEngine Owners' Bonus
5 Generation Bakers, LLC will offer 10% additional bonus units for all investments that are committed by investors that are eligible for the StartEngine Crowdfunding Inc. OWNer's bonus.
This means eligible StartEngine shareholders will receive a 10% bonus for any units they purchase in this offering. For example, if you buy 100 Class B Units at $4.91 / unit, you will receive 110 Class B Units, meaning you'll own 110 units for $491. Fractional units will not be distributed and unit bonuses will be determined by rounding down to the nearest whole unit.
This 10% Bonus is only valid during the investors eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are canceled or fail.
Investors will receive the highest single bonus they are eligible for among the bonuses based on the amount invested and time of offering elapsed (if any). Eligible investors will also receive the Owner’s Bonus and 25% Loyalty Bonus in addition to the aforementioned bonus.
Irregular Use of Proceeds
Example - The Company might incur Irregular Use of Proceeds that may include but are not limited to the following over $10,000: Vendor payments and salary made to one's self, a friend or relative; Any expense labeled "Administration Expenses" that is not strictly for administrative purposes; Any expense labeled "Travel and Entertainment"; Any expense that is for the purposes of inter-company debt or back payments.
Members get an extra 10% shares in addition to rewards below!
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