For over 100 years, the Tastykake company has been a Philadelphia institution. During this time, it has become an indispensable and recognizable brand, as every Philadelphian knows, “Nobody bakes a cake as tasty as a Tastykake.” At least, that’s what the company’s slogan claims. The bakers are confident that one bite is all it takes to agree. Learn more about the company’s history at iphiladelphia.net.
Founding and Early Days
In the 21st century, many friendly debates among Philadelphians begin with a simple question: “What’s your favorite Tastykake?” It’s all thanks to the snack company founded in the city in 1914 by Philip J. Baur and Herbert T. Morris. They invested $50,000 in the venture and began operations in the Germantown neighborhood along Sedgley Avenue. The company’s name was coined by Morris’s wife, who declared that the first small cakes were exceptionally “tasty.”
Within its first nine months, the new company sold nearly 3 million glazed cakes. Priced between five and ten cents, they were a delicious and affordable treat that quickly found favor with factory and mine workers and their families.
The company’s popularity soared, and after eight years, Tastykake needed to expand. The company moved to Hunting Park Avenue and added new product lines, such as the Chocolate and Coconut Juniors, which remain well-known to city residents in the 21st century. Other future hits included:
- The Butterscotch Krimpet, which appeared in 1927.
- Fruit and cream pies, individually wrapped in wax paper, which were produced until the 1960s.
- The Tandy-Kake (1931), which later evolved into the Kandy Kake and became the most popular cake in the company’s history, with half a million sold daily.
Until 1941, the company used horse-drawn vans to distribute its products throughout the city. During World War II, thousands of cakes and pies were shipped to soldiers overseas, marking Tastykake’s first major market expansion.
The Post-War Boom
After World War II, the company began investing more heavily in advertising. With the rise of television and professional sports, Tastykake cleverly seized the opportunity to make its brand a household name. TV and radio host Dick Clark, actress Shari Lewis, and actress Betty White were all enlisted to promote the products. In one commercial, White famously used the slogan, “All the good things wrapped up in one.” Additionally, the company’s products were featured during baseball and hockey games, and Hall of Fame announcer Harry Kalas promoted the cakes on the radio.
By the early 1960s, the brand had expanded significantly. The company’s sales doubled, allowing it to install modern equipment and reduce the baking cycle from 12 hours down to just 45 minutes. Manual packaging was also phased out. As sales grew, Tastykake began acquiring other companies in Pennsylvania, Arkansas, and Ohio.
Throughout the 1970s and 1980s, the company sought to adapt its production to an aging population. Chocolate-covered pretzels and muffins were added to the lineup. Advertising efforts expanded to include sports teams from other cities, such as the Pittsburgh Steelers, Baltimore Orioles, and New York Yankees, which helped broaden the market.
Soon, in addition to Philadelphia, Delaware, and New Jersey, Tastykake products were being sold in New York, Ohio, and even Florida. The company eventually managed to reach 46 states, becoming well-known far beyond Philadelphia.
Interestingly, ingredients began to be sourced from all over the world. The company started ordering sugarcane and cocoa from Côte d’Ivoire, vanilla from Madagascar, cinnamon from Indonesia, nutmeg from India, and banana puree from Ecuador.
Globalization and Continued Growth
Thus, global trends gradually began to influence Tastykake. In 2010, the company’s headquarters relocated to the Philadelphia Navy Yard. The move was part of the transformation of the former military base into a modern business park. A state-of-the-art bakery was built within the existing Tastykake buildings and was awarded a LEED Silver certification for being a “green” building.
Despite its significant regional success, strong brand loyalty, and high recognition, Tastykake merged with Flowers Foods in 2011, one of the largest companies in the U.S. baked goods segment.
On one hand, it marked the end of the company’s independent history. On the other, the move secured its future expansion as part of a larger corporation. Today, these treats are available across the U.S., with online delivery to any location in the country. Furthermore, the brand was preserved, and in 2014, Tastykake held a major celebration for its centenary.
Throughout its history, the company has always evolved to meet the demands of the times. It has done so successfully for over a century, and that story continues today, as Philadelphians still happily debate their favorite treats while enjoying the brand’s top-quality products.