Michigan maker of Jiffy Mix planning $35 million expansion

CHELSEA, Mich. (AP) – The Michigan-based maker of Jiffy Mix is planning a $35 million expansion as part of an effort to diversify the business that’s known for its baking mixes.

The Ann Arbor News and our media partners at MLive report Chelsea Milling Co. plans a new mixing tower that will eventually be attached to a new packaging plant and support building. The company plans to keep making boxes of mix for sale at grocery stores while boosting institutional and food-service sales.

Howdy Holmes, the fourth-generation owner of Chelsea Milling, says more people are eating away from home and “as things change we need to reinvent ourselves.”

Jiffy Mix pulls in more than $130 million annually in total revenue and doesn’t spend on advertising, preferring to develop relationships with retailers and rely on brand recognition.

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