About the Report
This report dives into Krusteaz’s Walmart performance, analyzing its marketing strategy, pricing trends, and category dominance based on 235 products observed on December 17, 2024. We’ll uncover insights into the Krusteaz growth strategy that helps it stand out in a saturated e-commerce space.
A Legacy of Innovation in Baking
Krusteaz is more than just a baking brand—it’s a household name that has been making baking easy and accessible for over 90 years.
Founded in 1932 by Rose Charters in Seattle, Krusteaz (crust+ease) started with easy-to-make pie crust and “just-add-water” pancake mixes. Revolutionizing home baking forever, the brand was popular on the shelves in the 1940s when even TVs weren’t common.
Since then, Krusteaz has expanded its portfolio to include pancake mixes, muffin mixes, cornbread, cookies, and more. It has maintained its reputation for high-quality, easy-to-use products. Today, the Krusteaz business model continues to be popular on the digital shelf.
The brand has continuously evolved to meet consumer needs, recently launching gluten-free, protein-packed, and seasonal baking mixes to appeal to modern dietary preferences. With a smart pricing strategy, bulk offerings, and a strong grip on consumer demand, they’re not just selling baking mixes; they own the category.
So, how is Krusteaz leveraging Walmart’s marketplace to scale? We’ll discuss the top-performing products, pricing trends, and the Krusteaz growth strategy. Let’s get into it!
Highlights
- Krusteaz dominates the baking category on Walmart, with 180 out of 235 products listed in this segment.
- The most expensive product is the Krusteaz Gluten-Free Blueberry Muffin Mix (Pack of 48) – $344.04.
- The most affordable product is the Krusteaz Sweet Corn Muffin & Cornbread Mix (16 oz Box) – $2.00.
- Light & Fluffy Buttermilk Complete Pancake Mix (10 lb Bag) is the top-reviewed product with 1,888 reviews.
- Low-range pricing ($0-$10) drives the most engagement, with 8,086 reviews and an average rating of 4.5.
- Walmart is the primary sales driver for Krusteaz, with more reviews and sales volume than third-party sellers.
Most Expensive and Most Affordable Krusteaz Products on Walmart
Gluten-Free Blueberry Muffin Mix (Pack of 48), priced at $344.04; Gluten-Free Honey Cornbread Mix (Pack of 48), priced at $324.30; and Professional 5 lbs Banana Muffin Mix (6/Case), priced at $253.98 are the top 3 most expensive Krusteaz products on Walmart.
Sweet Corn Muffin & Cornbread Mix (16 oz Box), priced at $2.00; Honey Cornbread Bread & Muffin Mix (15 oz Box), priced at $2.26; and Southern Cornbread & Muffin Mix (11.5 oz Box) $2.26 are the most affordable Krusteaz products on Walmart.
Krusteaz caters to both budget shoppers and bulk buyers, covering price points from $2 to $344. By maintaining a diversified price structure, the brand captures a larger audience while driving customer loyalty through variety and affordability.
Their premium product pricing strategy aligns with its long-term growth plan of expanding into the premium baking segment. While the price points for these products are higher, they cater to a niche audience, including health-conscious consumers and bulk buyers.
READ MORE| Confused about how to price right on the digital shelf? Check out Best Pricing Strategies for E-Commerce That Help Scale Business
Budget and Bulk Buyers Shape Krusteaz Pricing Strategy
The $10-$20 range holds the largest number of products (88 SKUs). However, low-range products ($0-$10) follow with a substantial presence, with 47 products. Beyond this range, the number of products declines, with only 52 products priced at $20-$30, 17 products in the $30-$40 range, and 26 items above $40.
The $10-$20 price range dominates because it serves both individual buyers looking for value and bulk shoppers seeking cost-effective multipacks. By positioning most products here, Krusteaz benefits from higher sales volume and frequent repeat purchases.
Although fewer in number, premium-priced products ($40+) signal higher quality and specialized offerings like gluten-free or bulk professional mixes. While these do not generate the highest volume, they add brand credibility and increase margin per sale.
This dynamic pricing approach in the Krusteaz brand strategy aligns with Walmart’s core audience, which consists largely of budget-conscious shoppers and families seeking value deals.
Low-Range Pricing ($0-$10) Drives Maximum Customer Engagement
Data shows that low-priced products ($0-$10) generate the highest engagement, with 8,086 reviews and an average rating of 4.5. This pricing strategy directly aligns with Walmart shoppers’ purchasing behaviors, where affordability plays a significant role in decision-making.
Krusteazs marketing strategy capitalizes on Walmart’s core customer base, which consists of price-sensitive shoppers looking for affordable grocery staples. Low-cost baking mixes fit perfectly into their spending habits, making Krusteaz’s under-$10 products highly attractive.
Krusteaz’s Light & Fluffy Buttermilk Complete Pancake Mix Is The Most Reviewed Product
Krusteaz’s Light & Fluffy Buttermilk Complete Pancake Mix is the most popular product, with 1,888 reviews, outperforming all other SKUs.
One of the biggest reasons for this product’s success is its ultra-simple preparation process. The “just-add-water” formula eliminates the need for additional ingredients like eggs or milk, making it a top choice for busy families, college students, and those who prefer a hassle-free breakfast option.
Krusteaz’s decision to offer a large-format 10lb bag is a strategic move aimed at attracting both families who consume pancakes regularly and commercial buyers like small diners and restaurants. This drives frequent purchases, boosting customer loyalty and engagement.
Krusteaz’s strong customer satisfaction helps to improve search ranking through reviews on Walmart. Highly reviewed products rank higher in Walmart’s search results, increasing visibility and driving more conversions.
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READ MORE| Can’t figure out the right review monitoring software? Check out 10 Best Rating and Review Analysis Software for E-Commerce in 2025.
Baking Category Is Krusteaz’s Core Revenue Driver on Walmart
The presence of 180 out of 235 total products in the baking category is a calculated approach in the Krusteaz marketing strategy. Products in this category have the highest number of reviews (6,685), with an average rating of 4.49.
The brand’s entire positioning revolves around being a household name in baking, and it doubles down on Walmart as its primary growth channel to ensure it stays top-of-mind for consumers.
When shoppers search for baking mix, pancake mix or muffin mix on Walmart, Krusteaz appears multiple times across the first few pages. This consistent visibility reinforces consumer trust and drives repeat purchases.
With Walmart’s increasing focus on digital grocery shopping, Krusteaz optimizes its product pages with detailed descriptions, high-quality images, and keywords for Walmart SEO. This ensures its products remain discoverable while also boosting conversions.
By dominating Walmart’s baking aisle, Krusteaz effectively blocks out competitors by increasing its share of search for brand visibility in this category. This creates a perception of Krusteaz as the authority in baking mixes, making it the default choice for new and returning customers.
READ MORE| Can’t seem to crack the code to create high-converting Walmart PDPs? Check out How to do Walmart Product Optimization: A Complete Guide.
Walmart Dominates Krusteaz’s Sales & Engagement
With 35 items Walmart leads the list of sellers and dominates in customer engagement with 8,391 reviews for Krusteaz products.
Krusteaz business model takes a multi-channel approach designed for maximum reach and sales stability. By leveraging Walmart’s brand trust and algorithmic priority alongside third-party sellers for broader fulfillment, Krusteaz ensures its products remain highly competitive and available at all times.
Final Notes on Krusteaz’s Walmart Performance
Let’s be honest: if your brand is not winning on Walmart, you’re missing out on a massive chunk of online grocery sales. The Krusteaz growth strategy gets this.
Krusteaz’s pricing and digital shelf dominance in Walmart is a case study of strategic product placement, category control, and customer satisfaction and engagement as a winning factor.
With MetricsCart, get data-driven insights to create adaptive and consumer-focused e-commerce strategies for scaling market presence and long-term brand growth.
Disclaimer: MetricsCart is the exclusive owner of data used in the Digital Shelf Insights reports. Any kind of third-party usage entails due credit to the source material.
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