Michigan Maker Of Jiffy Baking Mix Plans $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 reports 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.