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Drake's Cakes

Drake's Cakes is an brand of snack cakes and baked goods, owned by Corporation since 2013, renowned for its nostalgic treats including Devil Dogs, Ring Dings, , and Coffee Cakes. Founded in 1896 by Newman E. Drake as the N.E. Drake Baking Company in , , the brand began by producing pound cakes sold by the slice and has since become a staple in the snack cake industry, emphasizing classic flavors and family-oriented baking traditions. The company's early history traces back to Newman Drake's involvement in the baking industry starting in 1879, when he joined the Vanderveer & Holmes Biscuit Company and rose to foreman by 1891. In 1902, Drake partnered with his brother Charles to establish the Drake Brothers Company in , expanding operations to Boston's Roxbury neighborhood by 1905. By 1913, the brand innovated with branded paper pan liners for its cakes and constructed a prominent five-story featuring a rooftop garden. Reincorporated as Drake Bakeries, Inc. in 1924, the company opened a facility in and continued to grow amid increasing popularity, with competitors attempting to imitate its products by 1913. Drake's Cakes introduced several iconic products that defined its legacy, beginning with Devil Dogs in 1926—soft devil's food cakes filled with vanilla-flavored creme and topped with icing, which remain one of its longest-running treats. In 1928, a merger with Yankee Cake Company brought Yankee Doodles, cake snacks filled with creme. Coffee Cakes launched in 1930, featuring tender cake with cinnamon-streusel topping, a product celebrated for over 95 years as of 2025. Later milestones included Ring Dings in 1958—round devil's food cakes with creme filling enrobed in -frosted coating— in 1961, in 1962 (moist devil's food rolls with creme and frosting), and Pies (originally Fruit Doodles) in 1964. Ownership transitioned significantly when Drake's was acquired by Interstate Bakeries Corporation (later ) in 1998. Following Hostess's 2012 bankruptcy, , a family-owned bakery based in , acquired the Drake's brand in 2013, preserving its while integrating it into a larger of brands. The brand's mascot, Webster the , was officially named in 1981 through a contest and received a modern update in 2021, alongside refreshed packaging. In 2023, Drake's introduced a new logo and tagline, "LIFE'S BETTER WITH CAKE. DRAKE'S CAKES.®," underscoring its enduring appeal as a provider of comforting, individually packaged treats available nationwide through retail and online channels.

History

Founding and Early Operations (1896–1910s)

Newman E. Drake entered the baking industry in 1879 by joining the Vanderveer & Holmes Biscuit Company, a prominent producer of crackers and cookies in . Rising through the ranks due to his expertise, he became foreman of the company's bakery by 1891. Inspired by English baking techniques observed during a business trip, Drake sought to innovate in production, leading him to establish his own venture. In 1896, Drake founded the N.E. Drake Baking Company on 135th Street in , , focusing initially on various types of pound cakes that were sold by the slice in local markets. These pound cakes, along with basic sweets, quickly gained popularity among neighborhood customers for their freshness and quality, marking the beginning of the Drake's brand. The company's early sales model emphasized direct distribution to retailers, with Drake personally promoting the products to build acceptance in the competitive baking scene. By November 1900, the National Biscuit Company (later known as ) acquired the N.E. Drake Baking Company, integrating it into their operations while retaining as manager and continuing production under the Drake's brand for a brief period. The original company was officially dissolved in 1903 after shifted focus to other lines, prompting to reestablish the business independently. On December 4, 1902, he incorporated the Drake Brothers Company with his brother Charles and brother-in-law Frank S. Vreeland, relocating operations to Brooklyn's Wallabout Market to expand production capacity. The Drake Brothers Company grew steadily in the mid-1900s, opening a new in Boston's Roxbury neighborhood in to serve the market. By 1913, the firm introduced an innovative perforated paper pan liner imprinted with the Drake's brand name, allowing consumers to verify authenticity and distinguishing genuine products from competitors. That same year, the brothers constructed a five-story on Clinton Avenue in , featuring a rooftop garden for employee recreation, which underscored their commitment to modern facilities and worker welfare amid expanding local distribution of pound cakes and simple baked goods.

Expansion and Reincorporation (1920s)

In 1924, at the age of 63, founder Newman E. reincorporated the company as Drake Bakeries, Inc., and appointed third-generation baker Ralph as president to guide its growth. This restructuring coincided with the opening of a third bakery in , which expanded production capacity beyond the existing facilities in and . The company adopted electric delivery vehicles, reflecting innovative efforts to modernize distribution in an era of emerging automotive technology. The early 1920s presented economic challenges for the industry, including post-World War I inflation and supply chain disruptions, prompting Drake Bakeries to diversify its lines beyond pound cakes to include a broader range of items for stability. By 1926, this strategy yielded the launch of Devil Dogs, the company's first cream-filled cake consisting of two devil's food cakes sandwiching vanilla creme. Devil Dogs quickly gained regional popularity in the area, becoming a staple for consumers seeking convenient, indulgent treats. In 1928, Drake Bakeries merged with the Yankee Cake Company of , acquiring its popular Yankee Doodles—chocolate cupcakes filled with creme—and integrating them into the Drake's lineup. This merger facilitated expansion of production facilities and distribution networks into and the Mid-Atlantic regions, strengthening the company's market presence amid growing competition. Newman E. Drake's death in 1930 marked the end of the founder's direct involvement, transitioning leadership to the next generation.

Mid-Century Growth and Innovations (1930s–1960s)

Following the death of founder Newman E. Drake on March 18, 1930, at age 69, the company, under the leadership of his family and executives, introduced its Coffee Cakes line later that year as a new product category, featuring streusel-topped cakes that diversified beyond pound cakes and snack offerings. This launch occurred amid ongoing expansion, including the opening of a new bakery in in 1933, which supported broader regional distribution in the Northeast. In 1939, Drake's Cakes gained national prominence by participating in the New York World's Fair in , where it operated the Drake's Cake Stand exhibit, offering samples of its products to fairgoers and enhancing brand visibility across the . The event marked a key marketing milestone during the late 1930s, as the company navigated the economic recovery from the . During , production was curtailed due to of sugar and shortening, limiting output but preserving the brand's foothold in local markets. The post-war economic boom in the late 1940s and enabled significant growth in production capacity and distribution, with operations expanding across 13 Northeastern states from to , fueled by increased consumer demand for convenient snacks. This period saw a surge in product innovations, beginning with the 1958 launch of Ring Dings, chocolate-coated devil's food cakes filled with creme, which became a signature item and exemplified the company's focus on indulgent, portable treats. In 1961, debuted as peanut butter-filled devil's food cakes, introducing a novel flavor profile that appealed to families and further solidified Drake's position in the snack cake market. The innovation continued in 1962 with the introduction of Yodels, rolled devil's food cakes filled with creme and coated in chocolate, offering a distinct texture and taste variation within the category. By 1964, the company ventured into fruit-filled products with the launch of Fruit Pies, initially branded as Fruit Doodles, which featured flaky crusts enclosing real fruit fillings like apple or cherry, expanding options for breakfast and dessert consumers. These developments during the 1950s and 1960s not only boosted sales but also demonstrated Drake's adaptability to evolving consumer preferences for variety and convenience in the post-war era.

Corporate Acquisitions and Transitions (1970s–1990s)

During the 1970s and early 1980s, Drake's Cakes operated under the ownership of Borden Inc., which had acquired the company in 1946 as part of its expansion into snack foods. Borden integrated Drake's alongside other brands like , emphasizing regional distribution primarily in the to leverage its established market presence there. This period saw challenges from rising operational costs and intensifying competition from national brands such as , which prompted efforts to streamline distribution while preserving Drake's focus on its core snack cake lines developed in the mid-20th century. In 1986, Borden sold Drake Bakeries to for $115 million, aiming to integrate it with Ralston's , producer of products. However, the deal faced opposition from Tasty Baking Co., which filed an antitrust lawsuit arguing it would reduce competition in the snack cake sector. The court ruled in Tasty Baking's favor, forcing to divest Drake's in 1987 to a management-led group backed by Rock Capital Partners for $176 million. Under Rock Capital's brief ownership, Drake's continued emphasizing its Northeastern stronghold and traditional recipes amid ongoing industry pressures. On December 31, 1990, Rock Capital sold the company to Culinar Inc., a Canadian food conglomerate with annual sales exceeding CA$500 million, for $35 million. Culinar implemented operational changes, including improved bakery processes, work rule adjustments, and route reconfigurations, to enhance efficiencies while maintaining the brand's regional dominance and product continuity.

Hostess Era and Bankruptcy (2000s–2012)

In 1998, Corporation acquired Drake Bakeries from Culinar Inc. for an undisclosed all-cash amount, marking a significant expansion into the Northeastern U.S. snack cake market. This move followed Drake's sale from ownership in the late 1980s to a management-led group and subsequently to Culinar in 1990 for $35 million. Under , Drake's continued operations at its dedicated bakery in , which produced iconic items like Ring Dings and , while integrating into the company's broader portfolio that included and brands. The acquisition aimed to diversify product lines and streamline distribution in the Northeast, where Drake's held strong regional loyalty. Interstate Bakeries faced financial pressures in the early , filing for Chapter 11 in 2004 due to high labor costs, redundant operations from prior acquisitions, and fluctuating ingredient prices. Emerging from restructuring in 2009, the company rebranded to , relocating headquarters to , and emphasizing its flagship snack cake lines to improve market positioning. Drake's production remained centered at the Wayne facility within 's network of 41 bakeries, allowing for shared operational efficiencies while preserving the brand's East Coast focus and distinct recipes amid competitive dynamics with Hostess products like Ding Dongs. By the late 2000s, grappled with escalating challenges, including $860 million in debt, a $341 million net loss on $2.5 billion in revenue for the ending May 2011, and burdensome pension and healthcare obligations covering 80% of its 19,000 unionized workers. These issues culminated in a second Chapter 11 filing on January 11, 2012, in U.S. Bankruptcy Court in , with the company securing $75 million in to maintain operations initially. Labor tensions with the Bakery, Confectionery, Tobacco Workers and Grain Millers International Union (BCTGM) over proposed 27-32% wage cuts and pension changes led to a nationwide starting November 2012 at 24 facilities, severely disrupting production. The prompted to shutter 33 plants, including the Wayne facility, halting output of Drake's products like and Ring Dings and creating widespread uncertainty for the brand's future amid depleted inventories. On November 16, 2012, filed a motion to convert its to , laying off most employees and initiating asset sales, which sparked over brand valuations and bidder qualifications in court. Drake's assets, including trademarks and recipes, were designated for separate as part of these efforts to maximize recovery.

McKee Foods Ownership (2013–present)

Following the bankruptcy of in 2012, Corporation, the family-owned maker of Little Debbie snacks, acquired the Drake's Cakes brand in March 2013 for $27.5 million, including certain equipment, and resumed production at its facilities in . committed to preserving the brand's heritage by maintaining the original recipes for its iconic products. Core Drake's products, including Devil Dogs, Ring Dings, , and Coffee Cakes, returned to store shelves nationwide starting September 23, 2013, initially focusing on the top-selling varieties before expanding the lineup. Under McKee's ownership, the brand marked its 120th anniversary in 2016, highlighting its long-standing tradition of baked goods since 1896. In 2021, the mascot Webster the Duck received a modernized appearance, accompanied by refreshed packaging for enhanced visual appeal on shelves. This was followed in 2023 by a logo redesign and the introduction of the tagline "LIFE'S BETTER WITH CAKE. DRAKE'S CAKES.®," celebrating another milestone in the brand's evolution. In September 2024, Drake's introduced Mini Cake Bites, bite-sized versions of classic flavors including , , and Devil Dogs, offering convenient, shareable treats. As of August 2025, the brand relaunched its Honey Buns in iced and glazed varieties after a temporary discontinuation during the , available in single-serve packs at major retailers. McKee's stewardship restored Drake's family-owned status after 117 years, aligning it with the company's fourth-generation operations. Distribution expanded beyond its traditional Northeast roots to national availability through major retailers, supermarkets, and convenience stores, supported by the launch of an official online store for sales and . These developments have sustained Drake's position as a nostalgic yet accessible snack cake brand into the .

Products

Iconic Snack Cakes

Drake's Cakes' portfolio of iconic snack cakes emphasizes individually wrapped, cream-filled treats that blend rich chocolate flavors with creamy centers, establishing the brand's enduring appeal in the American snack market. These products, developed primarily in the mid-20th century, highlight innovations in portable, indulgent baked goods that prioritize freshness and bold taste profiles. The Devil Dogs, first introduced in 1926, represent one of Drake's earliest and most enduring creations, consisting of two soft devil's food cakes sandwiching a generous layer of vanilla-flavored creme filling. Originating in Brooklyn, New York, this twin-cake design quickly became a signature offering, celebrated for its simple yet satisfying combination of moist chocolate cake and smooth creme. Ring Dings debuted in 1958 as creme-filled devil's food cakes enrobed in a smooth coating, featuring a round shape that distinguishes them as a playful, handheld . Known for their creamy interior that has been described as inimitable despite frequent imitations, Ring Dings embody Drake's commitment to balanced sweetness and intensity in a compact form. Yodels, launched in 1962, offer a Swiss roll-style variation with a exterior rolled around white creme filling, then coated in chocolate for added richness. This cylindrical design, individually wrapped to preserve freshness, provides a textured eating experience that contrasts the brand's more sandwich-like offerings. , introduced in 1961, feature devil's food cakes filled with peanut butter-flavored creme and dipped in chocolate-flavored frosting, delivering a nutty twist on the classic creme-filled format. The product's emphasis on the bold peanut butter creme center has made it a standout for those seeking a savory-sweet contrast within Drake's lineup. Yankee Doodles, dating back to 1928, originated from the Yankee Cake Company in , before its merger with Drake Bakeries, resulting in chocolate cupcakes filled with vanilla creme that retained their distinctive name. This acquisition integrated the product into Drake's core offerings, where it continues as a round, unfrosted cake prized for its straightforward creme-filled profile.

Pound Cakes and Coffee Cakes

The pound cake has been a foundational product for Drake's Cakes since 1896, when founder Newman E. Drake launched his bakery by selling slices of this dense, buttery loaf fresh daily to local customers. Initially priced at 17 cents per pound and distributed via horse-drawn wagons in , it quickly became a due to its rich, moist texture derived from a simple yet indulgent recipe emphasizing butter and eggs. As the company grew in the early , production shifted from bakery-fresh slices to pre-packaged loaves, enabling wider retail availability and preserving the cake's signature golden crumb without compromising quality. Today, Drake's pound cakes are offered exclusively in mini sizes, individually wrapped for portability and sold in cartons of six, each delivering the classic buttery flavor in a 48-gram serving. These minis maintain the original's soft, dense consistency, made with , , and natural flavors, while avoiding artificial colors. The evolution to this format reflects the brand's adaptation to modern snacking preferences, with the full loaf occasionally referenced in historical contexts but no longer in production. Drake's coffee cakes debuted in 1930 as cinnamon-enhanced loaves ideal for , featuring a tender yellow cake base crowned with a sweet, cinnamon-flavored topping for added texture and aroma. Marketed as a comforting companion to morning , these round pastries were an immediate hit, with newspaper ads promoting their fresh-baked appeal shortly after launch. Available in original individually wrapped formats (eight per carton), they boast a moist interior that pairs the cake's subtle sweetness with the streusel's crunchy contrast, using core ingredients like , , and eggs without artificial preservatives. Mini variants, including bite-sized pieces in pouches of four (20 per carton), extend the recipe's essence for on-the-go consumption, each infused with for a balanced, flavorful bite. The for these core lines prioritizes traditional methods, such as gentle mixing to retain and natural leavening for , resulting in products free of synthetic preservatives and focused on wholesome taste—exemplified by a single serving at approximately 150 calories, primarily from carbohydrates and fats.

Seasonal and Limited Editions

Drake's Cakes has introduced several seasonal and limited-edition products over the years, often tying into holidays or regional preferences to complement its core lineup. One early example is the Fruit Pies, originally launched in October 1964 as Fruit Doodles, featuring flaky pastry filled with in apple and cherry varieties. These pies gained popularity for their portable, handheld format and were emphasized seasonally, such as apple flavors aligning with fall harvests, though they later transitioned to year-round availability. In the realm of holiday editions, Drake's has offered seasonal variations, such as Mint Creme Devil Dogs in for the winter holiday season. For fall, the brand provides recipes like Pumpkin Spice Truffles using bite-sized pieces blended with , and Pumpkin Spice Sandwiches made from Mini Pound Cakes with frosting and pumpkin shapes. For Easter, the brand offers themed recipes like Easter Cakes, incorporating dyed eggs and motifs using Doodles as a base for basket-style desserts. Drake's also offers mini coffee cake bites, reimagining the classic with flavor in compact, individually wrapped portions available as of 2025. Certain early iterations of Fruit Doodles from the were rebranded but are no longer produced.

Branding and Marketing

Early Advertising and Packaging

One of the earliest innovations in Drake's Cakes came in 1913, when the company introduced perforated paper pan liners imprinted with the "Drake's" brand name. This measure was designed to combat counterfeiting by ensuring consumers could identify authentic products even after , as the liner would remain attached to the cake. The liners represented a practical step toward branded consumer goods in the industry, helping to build trust in an era when pound cakes were often sold by the slice from local bakeries. Throughout the 1920s and 1930s, Drake's advertising efforts centered on newspaper promotions that highlighted product launches and quality attributes, such as the introduction of Devil Dogs in 1926 as a convenient single-serve treat. These print ads, often black-and-white illustrations, emphasized the company's commitment to fresh, home-style baking, positioning Drake's as a reliable choice for families in the Northeast. By the , as individual snack cakes gained popularity, packaging evolved from simple paper wraps—used for items like Yankee Doodles following their 1928 acquisition and rebranding—to more durable, branded cardboard boxes that protected products during distribution and retail display. This shift facilitated wider availability while maintaining the Brooklyn-baked identity central to the brand's regional appeal, with facilities in Brooklyn's Wallabout Market since 1902 and expansions to in 1905. A notable promotional occurred at the , where Drake's featured the "Drake's Cake Stand" exhibit to showcase its offerings to a national audience while reinforcing its Northeast roots. Regionally, marketing focused on 's heritage as the heart of operations, including a 1913 five-story bakery with a rooftop garden that symbolized the company's growth. In 1941, Drake's hosted a "Kiddy Party" at Coney Island's , drawing 50,000 children for games and a cake-eating contest, which underscored the brand's family-oriented promotions in the area. These efforts, combined with kosher certifications that appealed to diverse Northeast communities, solidified Drake's pre-1960s identity as a staple.

Development of Mascot Webster

In 1981, during its ownership by the Borden Company, Drake's Cakes launched a consumer naming contest for its longstanding duck mascot, which had appeared on packaging since the 1920s to evoke the brand name "Drake's" (a term for male ducks). The winning entry, "Webster," was selected from thousands of submissions, with the name inspired by the duck's webbed feet, tying into playful wordplay on "web-footed" ducks. This contest marked a pivotal moment in the mascot's development, transforming an anonymous symbol into a personable character that would anchor the brand's identity for decades. Throughout the 1980s and 2000s, featured prominently in television and print campaigns, often depicted in whimsical scenarios that highlighted the joy and nostalgic appeal of Drake's snack cakes like Ring Dings and . These advertisements portrayed as a cheerful chef-like figure, complete with a hat and , quacking enthusiastically to promote the treats' fun, indulgent nature and reinforce emotional connections to childhood memories. The mascot's consistent presence helped cultivate a sense of whimsy and familiarity, contributing to the brand's enduring cultural resonance in American snacking culture. In early 2021, under ownership, Webster underwent a visual refresh to modernize his appearance while preserving his classic charm, including refined feathers, a brighter , and updated animations for contemporary appeal. This evolution extended to packaging redesigns, where Webster became more integrated as the central logo element on products like Devil Dogs and , enhancing shelf visibility. The mascot's expanded role in merchandise, such as plush toys and apparel, further amplified brand recognition, turning Webster into a collectible icon that strengthened consumer loyalty and nostalgia-driven sales.

Modern Campaigns and Rebranding

Following the acquisition by in early 2013, Drake's Cakes was relaunched on September 23, 2013, with an initial focus on four top-selling varieties—Devil Dogs, Coffee Cakes, Ring Dings, and —to satisfy loyal fans' expectations after a 10-month absence from shelves. The rollout targeted Northeast U.S. markets through partnerships with , supercenters, value retailers, and convenience stores, emphasizing the brand's original recipes and fresh baking. This relaunch celebrated "125 Years of Delicious", although the company was founded in 1896, positioning Drake's as a nostalgic staple revived for enduring popularity. In the mid-2010s, McKee expanded Drake's digital presence with promotions, including a 2013 Facebook campaign offering up to $5,000 in prizes for fans sharing store sightings of the relaunched products. The brand's online store at drakescake.com, launched alongside the relaunch, enabled direct consumer purchases and recipe sharing, fostering engagement through platforms like and . These efforts continued into the late , with interactive content such as user-generated posts and limited-edition announcements to build community around the brand's heritage. A significant rebranding occurred in 2023, when Drake's updated its logo to feature the mascot as a in a chef's hat holding a , accompanied by the new "LIFE'S BETTER WITH CAKE. DRAKE'S CAKES.®". This refresh built on a 2021 makeover of and packaging upgrades, aiming to modernize the visual identity while preserving nostalgic appeal. Under McKee, Drake's has pursued nostalgia-driven advertising targeting through retailer collaborations and , such as 2017 social media videos framing as a "millennial trend" and 2025 promotions marking 95 years of Coffee Cakes with mini layered variants. These initiatives, distributed via chains and online platforms, leverage childhood memories to engage adult consumers, often highlighting limited-edition returns like Yankee Doodles in 2016. Drake's Cakes products have appeared or been referenced in various television shows and films, often highlighting their nostalgic appeal in American pop culture. In the sitcom , Drake's Coffee Cakes are prominently featured in the season 3 episode "The Suicide" (aired January 29, 1992), where characters and Newman discuss using them while visiting a comatose man. The cakes also serve as a bribery tool in the season 7 episode "The Friars Club" (aired February 13, 1996), with offering a box to gain entry to the club. Additionally, in the season 5 episode "The Dinner Party" (aired February 3, 1994), suggests bringing Ring Dings as a contribution. The brand's association with the show led to a limited-edition Seinfeld-themed product collection launched by Drake's in 2019. The 1993 film A Bronx Tale, directed by Robert De Niro, includes a reference where the character Calogero (C) nicknames a man "Frankie Coffeecake" because his face resembles a Drake's Coffee Cake. Other television mentions include Devil Dogs in The Sopranos season 4 episode "The Weight" (aired October 6, 2002), Yodels in Everybody Loves Raymond season 4 episode "Robert's Rodeo" (aired February 7, 2000), and various products like Yodels, Ring Dings, and Devil Dogs as favorites of the character Doug Heffernan in The King of Queens. Drake's Cakes were also given away as prizes on The Rosie O'Donnell Show during the 1990s.

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