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Thomas'

Thomas' is an American brand of baked goods, best known for its English muffins featuring the signature "Nooks & Crannies" texture, which was established in 1880 by English immigrant Samuel Bath Thomas in New York City. The brand originated when Thomas adapted his mother's traditional English muffin recipe, baking them on hot griddles using simple ingredients to create a crunchy exterior and soft, airy interior that became a breakfast staple. Over the years, Thomas' expanded its product line to include bagels, breakfast breads, and seasonal varieties like pumpkin spice English muffins, while maintaining a focus on quality and innovation in baking. Today, the brand is owned by Bimbo Bakeries USA, a subsidiary of the global baking giant Grupo Bimbo, which acquired it as part of broader expansions in the U.S. market. Notable aspects include its 145-year legacy of tradition, ongoing sustainability initiatives such as commitments to 100% sustainable packaging by 2025 and net-zero emissions by 2050, and widespread popularity for versatile, toaster-friendly products that appeal to everyday consumers. In September 2025, Bimbo Bakeries USA, which owns Thomas', faced a lawsuit from the City of Philadelphia alleging deceptive recyclability labeling on its plastic packaging.

History

Founding and Early Development

Samuel Bath Thomas, born in 1855 in Plymouth, England, emigrated to the United States in 1874, arriving in New York City where he initially found employment in local bakeries to hone his skills as a baker. Drawing from traditional English baking techniques, Thomas developed a recipe for what would become the signature English muffin, adapting it with a unique griddle-baking process that produced the distinctive "nooks and crannies" texture ideal for toasting and absorbing toppings. In 1880, Thomas established his first bakery at 163 Ninth Avenue in Manhattan's neighborhood, dedicating the operation exclusively to producing these English muffins as a novel breakfast option for city dwellers. The muffins, baked on hot griddles rather than in ovens, quickly gained traction among urban consumers craving authentic British-style baked goods, with their form suitable for splitting and toasting in emerging household toasters. Among early innovations, Thomas introduced a "toaster crumpet" variation—a flatter, more toast-friendly adaptation of the traditional English crumpet—which further enhanced the product's appeal and set the foundation for the brand's focus on versatile, griddle-baked specialties. This initial offering resonated with New Yorkers, drawing customers from across the boroughs for its fresh, textured quality that distinguished it from standard breads.

Expansion and Ownership Transitions

In the early 20th century, as demand for its English muffins increased, S. B. Thomas expanded production by acquiring the building at 337 West 20th Street in Manhattan's neighborhood, where an existing basement oven was utilized for baking; this site, known as "The Muffin House," became a central production facility and enduring symbol of the brand's origins. Samuel Bath Thomas died in 1919 at age 64, after which the company was inherited by his daughter and nephews, who incorporated S. B. Thomas and sustained family-led operations, expanding the business through the and beyond. The family retained control until 1970, when the company was sold to CPC International (later rebranded as Bestfoods); this marked the shift from family ownership to corporate stewardship, with further transition in 2001 when acquired Bestfoods' U.S. baking division—including Thomas'—for $1.77 billion, enabling broader national distribution networks and diversification into additional baked goods like bagels. Grupo Bimbo began integrating Thomas' through its 2002 acquisition of George 's western U.S. baking assets for $610 million, which included distribution rights for the brand in that region; this was followed by the full purchase of Foods' U.S. operations in 2009 for $2.5 billion, solidifying Thomas' under and supporting continued market growth. In 2010, secured a significant legal victory in a trade secrets against former executive Chris Botticella, obtaining a federal appeals court that barred him from joining competitor or disclosing confidential information related to the proprietary "nooks and crannies" , thereby protecting the brand's unique processes.

Products

English Muffins

The Original from Thomas' was introduced in 1880 by Samuel Bath Thomas, an English immigrant who adapted his mother's into a yeast-raised baked on , resulting in its signature coarse, porous texture known as "nooks and crannies." This process, involving a slow griddle bake rather than oven baking, creates an exterior crunch with soft, irregular interior pockets ideal for absorbing or toppings. Thomas' offers a range of varieties, including the Plain Original, Whole Wheat, Cinnamon Raisin, , , and Honey Wheat, alongside seasonal options like and Pumpkin Spice. These varieties maintain the brand's low-fat profile, typically containing 1 gram or less of fat per muffin, while emphasizing high-fiber content in options, such as 3-4 grams per serving in the Whole Wheat variety. To preserve the nooks and crannies, Thomas' recommends fork-splitting the muffins rather than using a knife, a that avoids compressing the airy structure and ensures optimal absorption of spreads; the brand explicitly does not endorse machine slicing to uphold this authenticity. As the first mass-produced in the United States, Thomas' Original transformed a niche import substitute into a ubiquitous staple, with production beginning in a single bakery and expanding nationwide over the decades.

Bagels and Complementary Items

Thomas' bagels, introduced in 1991, represent a key diversification from the brand's original line, offering a range of varieties designed for versatility in and applications. The core offerings include Plain Bagels, Everything Bagels, Sourdough Bagels, Light Multi-Grain Bagels, Cinnamon Raisin Bagels (available in mini size), and High Protein options such as Plain and Everything varieties, each providing 21 grams of protein per bagel. These bagels are produced using a traditional method where the is boiled before baking, resulting in a distinctive chewy texture and shiny crust that enhances their appeal for toasting or direct consumption. Complementing the bagel lineup, Thomas' offers secondary products like Toasting Bread, which captures the brand's signature nooks-and-crannies texture in sliced loaf form for easy toasting. Swirl breads, introduced in 2015, include popular flavors such as , featuring swirls of cinnamon and raisins for a sweet, aromatic option suitable for or sandwiches. Additionally, the Sahara line provides pitas and whole wheat wraps, added to the portfolio in the late 20th century to expand into flatbreads for wraps, dips, and international-inspired meals. These products emphasize convenience, with options for quick toasting, microwaving, or no preparation, and are packaged in multi-packs ideal for use. In a recent , Thomas' announced a 2026 nationwide launch of Chips through a licensing with CaliBagels, introducing crunchy, flavored variants like Plain and Everything to target the growing snack market. This extension builds on the bagel's core flavors while adapting them for on-the-go consumption.

Marketing and Branding

Brand Identity and Slogans

Thomas' brand identity is deeply rooted in its origins dating back to 1880, when Samuel Bath Thomas immigrated from and introduced his signature in , evoking a sense of British baking tradition that has been central to the brand's visual and narrative elements ever since. The modern logo features a bold red-and-white with a stylized depiction of an , symbolizing the product's distinctive texture and heritage, while earlier designs incorporated script fonts reminiscent of early 20th-century bakery signage to highlight authenticity. A key verbal element of the brand is the trademarked slogan "Nooks & Crannies®," which emerged in the as a way to emphasize the English muffin's unique, irregular surface that traps butter and toppings, becoming an enduring hallmark in and messaging. This phrase not only differentiates Thomas' products but also reinforces the brand's commitment to quality and tradition, appearing prominently on labels to evoke the griddle-baked craftsmanship passed down from its founding. Packaging plays a vital role in the brand's identity, with innovations like resealable bags introduced to maintain freshness and convenience for busy households, allowing consumers to preserve the muffins' signature texture after opening. Heritage imagery, such as references to the original Muffin House bakery in , , is incorporated into designs to connect modern products with Thomas' 19th-century roots, fostering a of timeless reliability. The brand positions itself as a wholesome, family-oriented choice for breakfast, highlighting simple, quality ingredients that bring people together at the table, supported by community initiatives that underscore its approachable, everyday appeal. Select items carry kosher certification from the (), ensuring accessibility for diverse dietary needs while maintaining the brand's focus on inclusive, nutritious options.

Advertising Campaigns and Promotions

Thomas' advertising efforts in the mid-20th century relied on print advertisements in magazines, highlighting the brand's commitment to freshness and its authentic recipe derived from founder Thomas's original methods. These early campaigns positioned the product as a premium, handcrafted bakery item suitable for everyday meals, often featuring illustrations of the muffins' distinctive to underscore quality and . By the 1970s and into the 1980s, Thomas' shifted toward television commercials, which emphasized the toasting ritual as a key part of the consumption experience, showing families preparing and enjoying the muffins with butter or toppings to reveal their characteristic "nooks & crannies." These spots, such as a 1984 advertisement depicting the "funny-lookin', tasty-cookin'" appeal, reinforced the brand's role in morning routines through relatable, lighthearted scenarios. The transition to TV helped expand national awareness following the brand's acquisition by larger conglomerates, building on the enduring "nooks & crannies" slogan to evoke sensory delight during toasting. In 2024, Thomas' launched its first brand mascot, Thom, a cheerful, posh dandy character with the catchphrase "!", as part of the multi-channel "A to " campaign aimed at revitalizing breakfast habits. Thom appeared in TV spots, digital videos, content, and connected TV ads, portraying enthusiastic morning adventures to engage younger consumers and highlight product versatility beyond traditional uses. This marked the brand's inaugural character in its 144-year history, designed to inject humor and personality into promotions. Promotional tie-ins have included seasonal flavor launches tied to holidays, such as Pumpkin Spice English Muffins and bagels for fall, available starting in August 2024 with a suggested retail price of $5.29 per six-pack of muffins. Cranberry varieties returned for the 2024 holiday season through December 28, emphasizing festive baking and snacking options. In 2025, Thomas' announced a partnership with CaliBagels Inc. to launch branded deli-style bagel chips nationally in 2026, extending the brand into the snack aisle with flavors inspired by its bagel lineup. In-store demonstrations and loyalty programs, like the 2024 "Muffin' But Possibilities" sweepstakes offering kitchen makeovers, have showcased product versatility for creative toppings and meals. Thomas' media strategy incorporates iSpot.tv-tracked commercials within the and buns category, often employing humor and family-oriented narratives to promote everyday use. Examples include 2024 spots featuring Thom in whimsical situations and earlier ads like the 2012 "Observations" commercial where a marvels at the muffin's . These efforts have contributed to the brand's strong market position, with English muffins generating approximately $500 million in annual sales as of 2010.

Business and Operations

Ownership and Corporate Structure

Thomas' has been fully owned by since its acquisition in 2009 as part of 's purchase of George Weston Ltd.'s remaining U.S. fresh baked goods business. As a of the Mexico-based , the world's largest baking company with operations in 34 countries, Thomas' benefits from the parent company's extensive global resources and strategic oversight. Within the Bimbo portfolio, Thomas' leverages shared distribution networks that enhance its national reach in the United States, alongside complementary brands such as , Sara Lee, and Arnold Bread. This integration allows for efficient delivery through over 11,000 routes, enabling broader and operational synergies across the bakery category. Under Grupo Bimbo's , Thomas' aligns with the parent company's initiatives, including 94% recyclable as of June 2025, with a commitment to 100% recyclable, biodegradable, or compostable materials by the end of 2025—and commitments to ethical sourcing of key ingredients like flours and grains through practices. The brand operates without an independent board, instead being managed by U.S.-based teams at Bimbo Bakeries USA's headquarters in , with a focus on in product and .

Production Facilities and Market Performance

Thomas' primary production facility for English muffins is located in Placentia, California, where the brand's signature products are manufactured using a process that includes direct-fired oven designs to maintain product quality. Additional facilities, such as the one in , also produce Thomas' English muffins, contributing to the brand's nationwide output. Bagels and complementary bread items are produced across Bakeries USA's extensive network of over 60 bakeries throughout the , enabling efficient distribution to retailers. These operations employ baking techniques to achieve the distinctive nooks and crannies texture that defines Thomas' English muffins, scaled through high-speed lines for consistent volume. The for Thomas' products relies on sourcing key ingredients such as and , with a strong emphasis on measures to ensure uniformity in texture and flavor across batches. This focus on ingredient standards and manufacturing precision supports the brand's reputation for reliable baked goods. In terms of , Thomas' English muffins generated approximately $500 million in annual U.S. sales as of 2010, underscoring the brand's significant economic contribution within . Thomas' holds the top position in the U.S. categories for both English muffins and s, establishing it as a leader in the baked goods segment. This dominance is bolstered by innovations such as the high-protein line, launched in 2025, which provides 20 grams of plant-based protein per serving and targets health-conscious consumers seeking nutritious options. These developments help Thomas' maintain a competitive edge amid rivals like Lender's Bagels in the evolving .

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