In 1963 Malcolm Steiner (AKA Grandpa) set out to conquer another hobby – cooking & baking. At that time he was already a painter, an Orchidist (person who raises orchids), a volunteer at Long Island Jewish Hospital – delivering said orchids to patients rooms, and in his spare time, ran Steiner Plastics which became Universal Sign Company, founded by his mother, Cyrille Steiner.

Grandpa Malcolm quickly became a commander of the kitchen. If he wasn’t in his greenhouse he was walking around the kitchen in his apron with a dishtowel hanging out of his back pocket. He was tall, bald, skinny and loved butter. If it didn’t taste right he was famous for saying, “just add butter. “He worked alongside my father at Universal Sign Corporation until his passing at 90 years of age. He was a man of very few words. Nonetheless my brother and I have a treasure trove of memories filled with his very best recipes. Fortunately, he took his daughter in-law Nanci (AKA mom) under his wing and taught her everything he knew.

Nanci Steiner (born in NYC, raised in Port Washington) was diagnosed a Celiac over 30 years ago. Over the past 3 decades she worked tirelessly to develop a gluten free all-purpose flour that baked for the masses. Many a cake met their demise in her kitchen. She has tested every product on the market. Her one goal was to bake something so good, so delicious, so perfectly moist the unsuspecting consumer would never know it was gluten free. In 2010 Jeffrey (AKA my brother) and I realized she was very close. We went ahead and developed the brand, Steiner’s Coffee Cake of New York. All the while Nanci would try to dampen our excitement, “you know I may not get this right… .”

She did – in May of 2016 Nanci nailed it. On the precipice of her 70th year she was ready to launch her company.


  • Surprise and delight in every interaction
  • Be the change we want to see in the world
  • Demonstrate humility in our successes and grace in our failures

Our mission has three pillars:

  1. Product:     Easy to eat and fun to share made with real ingredients
  2. Corporate:  Share economic success with our internal & external team
  3. Social:       Be stewards for a healthier planet

Questions & Answers:

We love questions. If you don’t find what you’re looking for please let us know and we’ll add your question to our list. Reach out directly through our Contact Us page.

Q: How big is each coffee cake?

A: Brunch = 8″ in diameter, 2lbs or 32oz

A: Dessert = 3.5″ in diameter, .36lbs or 5.7oz

A: Snack = 2.75″ in diameter, .21lbs or 3.4oz

Q: Is the all-purpose flour gluten free?

A: Yes!

Q: Is the all-purpose flour Non-GMO Project Verified?

A: Yes!

Q: Is the all-purpose flour Kosher?

A: Yes!

Q: 10 ounces of flour = how many cups?

A: ~2 cups, everyone measures a little bit differently but one should get 2 cups.

Q: 4.5lbs of flour = how many cups?

A: ~13 cups, everyone measures a little bit differently but one should get 13 to 14 cups.

Q: 25lbs of flour = how many cups?

A: ~73 cups, everyone measures a little bit differently but one should get 73 to 74 cups.

Q: Can your gluten free flour be used as a straight 1:1 exchange when all-purpose flour is called for?


Q: Can the flour be used to bake bread?

A: YES! Remember the blend includes Xantham Gum.

Q: Does it taste good?


Q: Are these your family recipes?

A: YES! Believe it or not. In 1963 Grandpa Malcolm started baking and cooking and he never stopped. Nanci stood by his side for years perfecting her own baking craft. Jennifer and Jeffrey did nothing of the sort. They just love their family and what their grandfather left to them – his recipes. ENJOY!

Q: Do you sell to the trade at wholesale?

A: YES! We sell our baked goods and all-purpose flour blend to the trade at wholesale.

  • Our minimum order for baked goods is 3 dozen units. All baked goods are formulated and tested to freeze and thaw without losing our signature taste or texture. 
  • Our minimum order for the all-purpose flour blend is 100lbs offered at 25% off of retail.  All orders must be paid in full via credit card.

Q: Do you use eggs in your baked goods?


Q: Do you use dairy in your baked goods?


Q: Do you use nuts in your baked goods?

A: No!

Q: Do you use gluten in your baked goods?

A: No! We are certified by the Gluten Intolerance Group

Q: Do you use preservatives in your baked goods?

A: No!

Q: Do you use artificial sweeteners in your baked goods?

A: No!

Q: Will you tell us the formula for your all-purpose flour blend?

A: No! Sorry, it’s a family secret. We promise it’s good, safe, and created with love over 3 decades.