Steiner's Coffee Cake of New York

Easy to Eat, Fun to Share

Steiner's Coffee Cake of New York

Easy to Eat, Fun to Share

Glen Cove, NY
Food & Beverage
Steiner's Coffee Cake of New York serves delicious, gluten-free, ready-to-eat sweet baked goods to conventional and gluten-free consumers alike. We are a woman-owned, family-run business driven by three core pillars: relationships with our people, sustainability for our planet, and quality of our products.

$38,342

raised
29
Investors
$4M
Valuation
$1.00
Price per Share
$250.00
Min. Investment
Common
Shares Offered
Equity
Offering Type
$1.07M
Offering Max
Reg CF
Offering

$38,342

raised
29
Investors
$4M
Valuation
$1.00
Price per Share
$250.00
Min. Investment
Common
Shares Offered
Equity
Offering Type
$1.07M
Offering Max
Reg CF
Offering

Rewards

Get rewarded for investing more into Steiner's Coffee Cake of New York:

$250+
Investment
StartEngine Owner’s Bonus
This offering is eligible for the StartEngine Owner’s 10% Bonus program. For details on this program, please see the Offering Summary section below.
$500+
Investment
$500 | Tier 1
Receive a free Taster's Box + 10% discount for life.
$1,000+
Investment
$1,000 | Tier 2
Receive a free Taster's Box + 15% discount for life.
$2,500+
Investment
$2,500| Tier 3
Free quarterly Mini Bundle subscription for a year + 25% life-time discount + 5% bonus shares.
$5,000+
Investment
$5,000 | Tier 4
Free monthly Taster's Box for a year + 15% life-time discount + 10% bonus shares.
$10,000+
Investment
$10,000 | Tier 5
Free monthly Taster's Box for a year + 15% life-time discount + 15% bonus shares.
$25,000+
Investment
$25,000 | Tier 6
Free monthly Taster's Box for a year + 15% life-time discount + 20% bonus shares.

Reasons to Invest

  • Growth Happening Now: The gluten-free food market is expected to grow significantly from $5.6 billion in 2020 to $8.3 billion by 2025, with baked goods as the largest sector of that market.
  • Quality Products and Ingredients: Steiner’s proprietary gluten-free all-purpose flour and premium quality ingredients combine to create products with incredible taste and texture. You’d never know they were gluten-free!
  • Continued Increase in Sales: Steiner’s has already scaled significantly. The production capacity has gone from 500 coffee cakes a week in 2018 to 14,000 coffee cakes per day in 2021, and they are ready for more.



Overview



We Developed a Revolutionary Gluten Free Flour Recipe


At Steiner's Coffee Cake of New York, we are not just another bakery. We want to ensure every person living with a gluten-free diet can eat real baked goods made with real recipes without fillers, extra sugar, or other strange ingredients to hide the terrible taste, texture and moisture profile. 



We are a woman-owned, family company. Our founder Nancy Steiner was diagnosed with celiac thirty years ago but didn’t start baking her own gluten-free treats until she was 70. As soon as she perfected our proprietary gluten-free all-purpose flour, we knew we had to get it into the hands, mouths, and bellies of people everywhere.



People


We see our customers, suppliers, and the whole supply chain as part of the Steiner family. And yes, that includes potential investors! 

 

Our top priority is ensuring every bite of every baked good is as delicious as possible both for our gluten-free and conventional customers. This attention to detail is why we have a 97% repeat order rate. 



*This testimonial may not be representative of the experience of other customers and is not a guarantee of future performance or success.


Planet


Our sustainable packaging sets us apart in the bakery category. All our packaging is 100% compostable or recyclable, and we have a zero-waste policy when it comes to our production process. 


Product 


Our proprietary, all-purpose gluten-free flour is the secret behind our success. In addition, we only use the best ingredients, setting our flavor profile apart from the rest of the ready-to-eat baked goods category. 

 

We strive to bring real, premium quality food to unexpected places. Why should convenience store consumers have to settle for less than the real deal? 

 


Now, we are thrilled to invite investors to the table as we continue to expand our reach and offerings. Welcome to the Steiner family!

THE PROBLEM



Most Gluten-Free Baked Goods Taste...Well, Gluten-Free


With gluten-free food options gaining popularity, the need for quality GF baked goods is growing. However, too many options out there use inferior GF flour that skimps on quality ingredients and sacrifices taste and texture.



Unlike our competitors, we achieved our remarkably delicious taste and texture by only using the highest quality ingredients alongside our all-purpose flour blend.




Consumers who have celiac disease, who adhere to gluten-free diets, or who have no dietary restrictions whatsoever should all be able to enjoy clean label, premium quality, gluten-free baked goods that taste just as delicious as their gluten-filled counterparts – if not more so! 



THE MARKET


A Fast-Growing Segment of a Major Market


The gluten-free food market is projected to expand significantly from $5.6 billion in 2020 to $8.3 billion by 2025. Bakery products make up the largest share of this market.


Source


Meanwhile, the overall Sweet Baked Goods market is anticipated to continue to rise at a considerable rate over the next five years. This market is dominated by two parallel trends: health-consciousness and indulgence. 

 

With gluten-free baked goods that taste delicious while also providing health benefits, our product is perfectly positioned to meet the evolving needs of this growing market. 


THE Solution



Using Premium Ingredients for Gluten-Free Baked Goods with Exceptional Taste


At Steiner’s, we’ve taken the gluten out of sweet baked goods without sacrificing taste, texture or ingredients. 


We developed our proprietary all-purpose gluten-free flour blend to appeal to conventional and gluten-free shoppers alike. We bake and freeze all of our products with the exception of the cookies to ensure maximum freshness upon consumption.



We Strive for Zero Waste


We believe in building a sustainable business that serves as a steward for a healthier planet and provides economic success internally and externally. Our sustainable packaging is made from 100% home compost-rated clear film, and we use recycled and recyclable boxes for all our products. 

 

In addition, our baked goods have a 2 year frozen shelf life, virtually guaranteeing they won’t go to waste. Not only does this reduce food waste, it is the key to our profitability.

 

If we make it, we can sell it. 


Accelerating Growth and Customer Enthusiasm


Since our launch, we have successfully scaled to mass production, moving our production capacity from 500 coffee cakes a week to 14,000 coffee cakes per day. Many of our independent grocery and restaurant clients have been on board for over three years.



As we emerge from the pandemic, we have seen a significant change in our sales velocity. We now have two private label accounts, presence in two grocery store chains.


A Combined Wholesale and DTC Approach


Our combined approach came out of the COVID-19 pandemic, which forced us to pivot from an exclusively wholesale model to direct to consumer sales to survive. Now, we use a combination of both to get our baked goods in the hands and mouths of as many consumers as possible. 


Our wholesale model uses a combination of direct distribution by e-commerce distributors such as UNFI Easy Options, THE Good Trends, Mable or Tundra, broker-driven sales through National Foodie Brokers, and shipped via Fedex or through the required distributors. We are also currently onboard with HLA and Inter County Bakers. 


Meanwhile, we also conduct direct to consumer sales via our site powered by Woo Commerce and on Amazon.

  


All our products are made in the USA. Our primary manufacturing facility is located in Brooklyn, NY, and our incubation and DTC fulfillment operations are located in Glen Cove, NY. 

WHY INVEST


 

Changing the Standard for Gluten-Free Baking


The gluten-free consumer base is growing every day, with baked goods as the leading sector of the multi-billion dollar gluten-free food market. 


Gluten-free consumers should not have to compromise on taste, texture, and ingredients when it comes to baked goods. That’s why we created the best-tasting fresh frozen sweet baked goods on the market. 



Through our unique offerings, we see our brand becoming a household name in sweet baked goods and gluten-free food alike. Ultimately, our long-term objective is acquisition. In order to continue our short-term growth, we are preparing to launch our next SKU, to-die-for chocolate fudge brownies.  



We invite you to join the Steiner family as a part of a company that prides itself on our delicious baked goods and being a productive part of the community at large. Join us today, and get in on a sweet deal. 

In the Press

Snack Food & Wholesale Bakery

Steiner's Coffee Cake of New York releases new line of baked goods

Spokininc

Insta Live with Steiner’s Q+A with President Jen Pool

Newsday

Meet Mother-Daughter Duo Behind this Gluten-free Coffee Cake

FoodBizLI Shark Tank

Top Spot at FoodBizLI Shark Tank

LocaLI Bred

On LocaLI Bred: Steiner’s Coffee Cake of New York

Newsday

How a Long Island Mother-Daughter Duo Founded Steiner’s

Marcum LLP, TD

Steiner’s Named 2018 Most Innovative Emerging Company

Long Island Weekly

Take A Fresh Look At Gluten-Free Treats

Offering Summary


Company

:

Steiner's Coffee Cake of New York, Inc.

Corporate Address

:

65 Sea Cliff Ave Suite 1A, Glen Cove, NY 11542

Offering Minimum

:

$10,000.00

Offering Maximum

:

$1,068,999.00

Minimum Investment Amount

(per investor)

:

$250.00











Terms


Offering Type

:

Equity

Security Name

:

Non Voting Common Stock

Minimum Number of Shares Offered

:

10,000

Maximum Number of Shares Offered

:

1,068,999

Price per Share

:

$1.00

Pre-Money Valuation

:

$4,000,000.00











*Maximum Number of Shares Offered subject to adjustment for bonus shares. See Bonus info below.

Company Perks*

Time-Based Perks

Friends and Family Early Birds

Invest within the first 48 hours and receive additional 20% bonus shares.

Super Early Bird Bonus

Invest within the first week and receive additional 15% bonus shares.

Early Bird Bonus

Invest within the first two weeks and receive an additional 10% bonus shares.

Amount-Based Perks

$500 | Tier 1

Receive a free Taster's Box + 10% discount for life.

$1,000 | Tier 2

Receive a free Taster's Box + 15% discount for life.

$2,500| Tier 3

Free quarterly Mini Bundle subscription for a year + 25% life-time discount + 5% bonus shares.

$5,000 | Tier 4

Free monthly Taster's Box for a year + 15% life-time discount + 10% bonus shares.

$10,000 | Tier 5

Free monthly Taster's Box for a year + 15% life-time discount + 15% bonus shares.

$25,000 | Tier 6

Free monthly Taster's Box for a year + 15% life-time discount + 20% bonus shares.

*All perks occur when the offering is completed. All perks are delivered to the continental United States via 2 day shipping service.

The 10% StartEngine Owners' Bonus

Steiner's Coffee Cake of New York, Inc. will offer 10% additional bonus shares 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 shares they purchase in this offering. For example, if you buy 100 shares of common stock at $1/ share, you will receive and own 110 shares for $100. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.

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 only receive a single bonus, which will be the highest bonus rate they are eligible for.

Insider Investment Notice

Officers, directors, executives, and existing owners with a controlling stake in the company (or their immediate family members) may make investments in this offering. Any such investments will be included in the raised amount reflected on the campaign page.

Irregular Use of Proceeds

The Company might incur Irregular Use of Proceeds that may include but are not limited to the following over $10,000: Inter company debt or back payments.

Show More
Most recent fiscal year-end:
Prior fiscal year-end:
Total Assets
$99,303.00 USD
$74,958.00 USD
Cash And Cash Equivalents
$2,135.00 USD
$775.00 USD
Accounts Receivable
$12,465.00 USD
$7,202.00 USD
Short Term Debt
$52,804.00 USD
$66,381.00 USD
Long Term Debt
$264,775.00 USD
$100,000.00 USD
Revenues And Sales
$112,953.00 USD
$96,042.00 USD
Costs Of Goods Sold
$89,349.00 USD
$57,513.00 USD
Taxes Paid
$0.00 USD
$0.00 USD
Net Income
-$126,853.00 USD
-$66,327.00 USD

Risks

A crowdfunding investment involves risk. You should not invest any funds in this offering unless you can afford to lose your entire investment. In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. These securities have not been recommended or approved by any federal or state securities commission or regulatory authority. Furthermore, these authorities have not passed upon the accuracy or adequacy of this document. The U.S. Securities and Exchange Commission does not pass upon the merits of any securities offered or the terms of the offering, nor does it pass upon the accuracy or completeness of any offering document or literature. These securities are offered under an exemption from registration; however, the U.S. Securities and Exchange Commission has not made an independent determination that these securities are exempt from registration.


Updates

A Family Affair

3 days ago

Many people wonder if a Family Business is a sound investment. At Steiner's Coffee Cake of New York we do things differently. Each of us has a clear role to play. We respect each other's strengths and support each other's weaknesses. It's what makes coming to work fun. Checkout these behind the scenes bloopers from our Kelly Clarkson audition tape. 

Audition Tape Bloopers #1.


Audition Tape Bloopers #2.


Barriers To Entry

4 days ago

What makes Steiner’s a great investment-checkout our reel on insta @nycoffeecake

https://www.instagram.com/reel/Cds9qJ9KmhC/?igshid=YmMyMTA2M2Y=

WATCH our first webinar for Prospective & Current Investors

26 days ago

Checkout our webinar from today. Please feel free to post comments and questions using the comments feature at the top of our campaign page.


Notice of Material Change in Offering

26 days ago

[The following is an automated notice from the StartEngine team].

Hello! Recently, a change was made to the Steiner's Coffee Cake of New York offering. Here's an excerpt describing the specifics of the change:


Issuer is extending the campaign and updating their financials per the most recent fiscal year.


When live offerings undergo changes like these on StartEngine, the SEC requires that certain investments be reconfirmed. If your investment requires reconfirmation, you will be contacted by StartEngine via email with further instructions.

You're invited to our Prospective & Current Investor Q&A - JOIN US!

about 1 month ago

You are invited! 

When: Apr 26, 2022 11:00 AM Eastern Time (US and Canada) 

Register in advance for this presentation:

After registering, you will receive a confirmation email containing information about joining the session. REGISTER HERE.




Product Pillar: Quality = WOM

about 1 month ago

Every bite counts. Our WHY is to deliver premium fresh frozen baked goods to GF and Conventional consumers alike without compromise. The most important proof of our WHY is the feedback we receive from consumers every day. 

This post is from April 16, 2022 on Instagram.

88%
Word of Mouth Marketing Statistics

Beyond friends and family, 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. And 74% of consumers identify word of mouth as a key influencer in their purchasing decisions.

13%

Did you know word of mouth marketing drives $6 trillion of annual consumer spending and is estimated to account for 13% of consumer sales. Word of Mouth marketing impression results 5x more sales than a paid media impression and people are 90% more likely to trust and buy from a brand recommended by a friend.


Product Pillar: It’s That Good

about 2 months ago

Happy National Coffee Cake Day!


This reel by @the_edible_table says it all.

https://www.instagram.com/reel/CcDdmlTFIYY/?utm_medium=copy_link


Product Pillar: Sales Channels

about 2 months ago

During the pandemic a whole new breed of distributors took center stage. These new platforms connect emerging brands - Steiner's Coffee Cake of New York - with independent retail establishments all over the country. While these platforms are evolving, Steiner's jumped into the channel early. Steiner's is motivated to push its products into emerging sales & distribution channels because that's where shoppers want to be. Dramatic shifts in behavior took place during the course of the pandemic, these shifts are here to stay. 

It's our job to ensure our products are where the consumer wants to shop. Steiner's is on the leading platforms today, testing new opportunities every day.

You can find Steiner's on:

Faire

Mable

The Good Trends

Tundra

UNFI Community Marketplace

Product Pillar: Cake is great

about 2 months ago

People Pillar: We Deliver

2 months ago

Someone asked me once if I was wearing my t-shirt backwards. I said "no." They asked me why the logo was on the back. 

I said, "We never turn our back on our customers." This commitment permeates decisions across our entire organization. One example is our R&D kitchen. While we cannot mass produce out of this kitchen we can do micro-batches. This ensures we can deliver every order - every day regardless of supply chain constraints or other logistic issues outside of our control.


When we receive an order - we DELIVER!

Jennifer Steiner Pool seen here during our FIRST test of mass production - it worked.

Product Pillar: The WHY of Gluten-Free

2 months ago

Gluten-Free diets aren't going away. It's in the numbers.

https://dealsonhealth.net/gluten-free-statistics/

Posted on | by Ana Djurovic


Product Pillar: Responsible Indulgence

2 months ago

You can learn more about our commitment to the Responsible Indulgence in our short video. Who doesn't love a sweet treat? We believe you CAN have your cake and eat it too. Why not give consumers delicious - off the charts amazing - baked goods made with #REALINGREDIENTS. At Steiner's every bite is #easytoeat - just the real deal - because #INGREDIENTSMATTER.

Responsible Indulgence


In The News: Commercial Baking

2 months ago

GLEN COVE, NY — Six years after launching with the mission to produce “the very best coffee cake in the world” and other baked goods, Steiner’s Coffee Cake of New York has begun a StartEngine equity crowdfunding campaign to leaven the brand for national reach.


READ THE FULL ARTICLE


https://commercialbaking.com/steiners-coffee-cake-raises-dough-to-expand-nationally-through-equity-crowdfunding-campaign/

People Pillar: Reviews

2 months ago

The only thing better than our sweet baked goods is our clients. They are truly amazing. I just stumbled onto the site below. Each order is the start of a long relationship whether it’s a consumer or the team at a retail location. The people matter just like our ingredients.

https://www.restaurantji.com/ny/glen-cove/steiners-coffee-cake-of-new-york-/

Planet Pillar: Boxes

2 months ago


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