Proven Track Record Fuels Promotion (Image Credits: Foodbusinessnews.net)
Flowers Foods Inc. announced a key leadership change at its Simple Mills brand, elevating an 11-year company veteran to the top role.[1][2]
Proven Track Record Fuels Promotion
Michelle Lorge joined Simple Mills in 2015 as one of the brand’s earliest employees. She most recently served as chief marketing, innovation, and mission officer. In that position, Lorge drove product development, established a purpose-focused marketing team, and championed wellness and sustainability efforts.[1]
Before Simple Mills, Lorge spent more than a decade at Kraft Foods. There, she managed brand marketing and innovation for products including Philadelphia cream cheese, A.1. steak sauce, Grey Poupon mustard, and Cool Whip. Her experience positioned her to help transform Simple Mills from a startup into a prominent player in natural snacks and baking mixes.[3]
Lorge now reports 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]
Founder’s Graceful Transition
Katlin Smith founded Simple Mills in 2012 after experimenting with better-for-you recipes in her kitchen. She led the company for 14 years, growing it into a category leader available in more than 30,000 stores nationwide.[4]
Smith decided to step down from her CEO role to prioritize family time, including with her new second child, and philanthropic pursuits. She will remain involved as founder and advisor. “Building Simple Mills has been one of the greatest privileges of my life,” Smith said. “Michelle has been by my side shaping Simple Mills for many years and is deeply aligned with the mission and values that define who we are.”[1][4]
Smith received accolades such as Forbes 30 Under 30 and Progressive Grocer’s Top Woman in Grocery during her tenure. Her vision emphasized food’s role in enhancing human and planetary health.
Simple Mills’ Rise in Clean-Label Space
The brand specializes in natural crackers, cookies, bars, and baking mixes made with clean ingredients like almond flour. Simple Mills products appear on shelves at major retailers and online.
- Whole Foods Market
- Sprouts Farmers Market
- Target
- Walmart
- Costco Wholesale
- Amazon
Flowers Foods acquired Simple Mills in 2025, integrating it as an independent subsidiary within its portfolio of brands like Nature’s Own and Dave’s Killer Bread. The company reported $5.3 billion in net sales for 2025.[1]
Recent innovations include 13 new products, with 40% of the portfolio earning Non-UPF Verified status from the Non-GMO Project and upcoming Regenerative Organic Certified items.[4]
Vision for Continued Impact
Lorge expressed enthusiasm for her new responsibilities. “I am honored to step into this role and continue the incredible work Katlin started,” she said. “Simple Mills was founded on a belief that food can have a profound impact on human and planetary health.”[2]
The transition underscores a commitment to the brand’s core purpose. Lorge aims to expand its influence in the food industry through innovation and sustainability.
Key Takeaways
- Michelle Lorge brings 11 years at Simple Mills and prior Kraft expertise to her presidency.
- Katlin Smith shifts to advisory role after 14 years of foundational growth.
- Simple Mills maintains wide distribution and pushes clean-label innovations.
This seamless handover positions Simple Mills for sustained momentum under Flowers Foods. What do you think of this leadership shift? Share your thoughts in the comments.
