A Decade of Growth Under New Guidance (Image Credits: Unsplash)
Thomasville, Georgia – Flowers Foods Inc. appointed Michelle Lorge as president of Simple Mills, succeeding founder Katlin Smith in a move that signals continued momentum for the clean-label snack brand.[1][2]
A Decade of Growth Under New Guidance
Simple Mills transformed dramatically over the past decade from a modest startup into a national leader in natural snacks, and Michelle Lorge played a pivotal role in that ascent. She joined the company in 2015 as one of its earliest employees and most recently served as chief marketing, innovation, and mission officer.[1] Lorge led product development efforts, established a purpose-driven marketing team, and championed wellness and sustainability programs that set new benchmarks in the industry. Before Simple Mills, she spent more than ten years at Kraft Foods, overseeing brand marketing and innovation for products like Philadelphia cream cheese, A.1. steak sauce, Grey Poupon mustard, and Cool Whip.[2]
Her appointment came on March 2, 2026, with Lorge now reporting directly to Ryals McMullian, chairman and CEO of Flowers Foods. McMullian praised her contributions, stating, “Michelle has been instrumental in shaping Simple Mills into the mission-driven, high-growth brand it is today.”[1] This transition positions an insider with intimate knowledge of the brand to steer its future trajectory.
Katlin Smith’s Visionary Legacy
Katlin Smith founded Simple Mills in 2012 in Chicago, driven by a conviction that better ingredients could revolutionize snacking for health and the planet. Under her leadership as CEO for 14 years, the company expanded into a category leader with products in over 30,000 stores nationwide.[1] Retail partners included major chains such as Whole Foods Market, Sprouts Farmers Market, Target, Walmart, and Costco, complemented by robust sales on Amazon.
Smith decided to step down to prioritize family time, including welcoming her second child, and pursue philanthropic endeavors in areas like education access and climate action. She will remain involved as a founder and advisor, ensuring continuity. “Building Simple Mills has been one of the greatest privileges of my life,” Smith reflected.[1] Her accolades, including Forbes 30 Under 30 and Progressive Grocer’s Top Woman in Grocery, underscore her impact on the industry.
Simple Mills’ Portfolio and Market Reach
The brand specializes in almond flour-based crackers, cookies, snack bars, and baking mixes that emphasize clean labels and nutrient-dense ingredients. In fiscal 2025, Simple Mills generated $213.9 million in net sales, bolstering Flowers Foods’ overall $5.3 billion revenue.[2] Recent innovations included 13 new products and certifications like Non-UPF Verified for 40% of its lineup from the Non-GMO Project.[3]
- Crackers and cookies made with almond flour and seeds for better nutrition.
- Snack bars focused on soft-baked textures and simple sweeteners.
- Baking mixes for pancakes, waffles, and everyday baking without grains or refined sugars.
- Commitment to regenerative organic farming in upcoming products.
This lineup appeals to consumers seeking healthier alternatives amid rising demand for transparent food options.
Post-Acquisition Strategy in Focus
Flowers Foods acquired Simple Mills in late February 2025 for $795 million in cash, integrating it as an independent subsidiary alongside brands like Nature’s Own and Dave’s Killer Bread.[2] The leadership change represents the first major transition since the deal, aimed at scaling the brand further. Lorge expressed enthusiasm for the role: “I am honored to step into this role and continue the incredible work Katlin started.”[1]
Flowers views Simple Mills as a key growth driver in the natural foods segment, with potential for expanded distribution and innovation. The company’s bakeries span the U.S., providing infrastructure to support this vision.
Key Takeaways
- Michelle Lorge’s 11 years at Simple Mills equip her to sustain its mission-led growth.
- Katlin Smith transitions to advisory role after building a $200M+ brand from scratch.
- Flowers Foods leverages the acquisition to strengthen its portfolio in clean-label snacks.
As Simple Mills enters this next phase, its emphasis on people, planet, and purposeful snacking positions it well against industry shifts toward sustainability. What do you think about this leadership change? Tell us in the comments.
