Abe’s “School-Friendly” Treats Attract New Bakery Foot Traffic, Especially Around the Holidays

Abe’s Muffins – the #1 best-selling vegan and school-friendly baked goods brand – has picked up significant momentum this year on the heels of new distribution, holiday innovations, and the growing prevalence of food allergies.

Abe’s is the maker of school-friendly mini muffins, cupcakes, brownies, cakes, and more – all free from top allergens including dairy, egg, peanuts, tree nuts, soy, sesame, and pea protein. Given the growing prevalence of food allergies, which now affect an average of two kids in every U.S. classroom*, the Abe’s brand has been able to attract incremental foot traffic to grocers’ bakery sections.

Per data from Instacart, 80% of the shoppers looking for Abe’s won’t replace it with something else should Abe’s be out of stock.** This is likely due to the high degree of trust and loyalty that Abe’s fans have for the brand. The 34 million Americans with food allergies are expert label-readers, looking for manufacturers like Abe’s who maintain facilities completely free from key allergens along with transparent labeling that can assuage fears of cross-contact.

Abe’s checks a lot of boxes: vegan, allergy-friendly, Kosher pareve, and all-natural. A line of gluten-free muffins is also available. This inclusive product design attracts shoppers across many different preferences.

“Families with food allergies or dietary restrictions dream about a treat that the whole family can share, not something specific just for one child,” said Tiffany Syrop, head of sales & marketing. “Abe’s is one baked good everyone can enjoy together.”

This insight is especially true around the holidays, Syrop added. Inclusive items like the new Abe’s Pumpkin Iced Cake, Apple Cider Donut Mini Muffins, Cornbread, and Coffee Cake can drive incremental sales growth by attracting families accommodating different dietary needs and preferences at home.

Learn more about Abe’s Muffins at https://www.abesmuffins.com/ or find them in the KeHE CONNECT Retailer® Platform.

*Food Allergy Research & Education (FARE), 2024.

**Instacart, “Item Not Found” summary, April 2025.