Franz Bakery

Brand Overview

Brand Story:
Founded in 1906 by immigrant baker Engelbert Franz in Portland, Oregon, Franz Bakery began with a horse-drawn wagon delivering fresh bread and has grown into one of the largest independently-owned bakeries in the U.S. In 2012, Franz launched a dedicated gluten-free line, produced in an exclusive gluten-free 
facility.

Positioning:
Franz Gluten Free Breads are positioned to deliver taste-and-texture performance close to traditional wheat breads, for both consumers and food-service partners who seek gluten-free options that don’t feel like a compromise. The line emphasizes whole and ancient grains, and is free from wheat, dairy, soy, nuts (in many SKUs), as well as high-fructose corn syrup.

Market Standing:
The gluten-free bread category continues to grow with rising celiac and gluten-sensitivity awareness. Franz’s legacy bakery brand and dedicated gluten-free production give it credibility in this space. They’ve recently expanded their gluten-free line to include deli-style loaves 
(sourdough, brioche, rye flavors) to meet evolving consumer demand.

Key Differentiators:
Produced in a dedicated gluten-free bakery facility — reducing cross-contamination risk.
Multiple formats beyond sandwich loaves: buns, rolls, deli-style breads.
Positioned by a historic, trusted bakery brand with strong
heritage and regional footprint.