In Siren, Wisconsin, Nuthouse Breads is proof that passion, creativity, and smart product choices can fuel big success. Owner Peter Koelz’s bakery has become a local favorite—not just for its famous artisan breads, but for a growing lineup of freshly made bakery treats that keep customers coming back.
Peter’s bread-making journey began years ago when he crafted loaves for panini sandwiches in a wholesale business he ran for a decade. After selling his share to his partners, he searched for a new space to continue his passion for baking bread. When he found the perfect building on Siren’s main street, his sister convinced him to utilize the space to open a retail bakery.
From the start, Peter kept artisan breads at the heart of the business. Today, he makes more than 50 varieties, with half inspired by customer requests to recreate breads they remember from their past. But he also knew a bakery case filled with a variety of tempting treats could boost sales and broaden appeal.
To achieve that without overtaxing his team, Peter turned to the Pillsbury® Baked Goods line—from chocolate swirl croissants and cinnamon twists to pie dough, tube-set muffins, scones, and strudel sticks—to offer a wide range of quality baked goods his customers craved. The impact was immediate.
“Within weeks, sales were so strong I stopped wholesale orders and selling at farmer’s markets to focus entirely on the bakery,” Peter recalls, adding he views the Pillsbury products as a foundation he can build upon to create signature bakery items.
For instance, one of the bakery’s most popular items, Cinnamon Crisps starts with using Pillsbury Cinnamon Twists. The “place-and-bake” dough is rolled, cut into strips, baked, and sold in bulk, offering the nostalgic flavor of county-fair Elephant Ears. Other items such as hand pies, get a drizzle of cream cheese frosting, while everyday muffins and scones are also given a homemade touch.
“We couldn’t do what we’re doing without frozen or thaw-and-bake products,” Peter says, adding that using these products allows him to focus more time and labor on breadmaking as well as other homemade menu items such as house-made peanut butter, granola, and staff-inspired recipes like protein balls and 7-layer bars.
Peter treats his staff like family, giving them creative input and opportunities to shine. One employee even left for culinary school only to return a week later, eager to work at Nuthouse Breads full-time. This team spirit, paired with a welcoming atmosphere, has fueled the bakery’s success as much as the products themselves.
Now, Peter is preparing to expand into the space next door, adding seating and coffee service to give locals another reason to stop by. He credits his success to passion and positivity: “They say the secret ingredient is love—if you love what you’re doing, you’ll be successful.”
For General Mills Foodservice Sales Representative David Quon, Peter’s story is proof that the right products can be a game-changer.
“Nuthouse Breads is a great example of how the line of Pillsbury frozen baked goods can complement an existing menu and round out offerings without adding a heavy labor burden,” David says. “Peter has built a thriving bakery by blending his signature artisan breads with his customers’ favorite bakery items. Peter is a great partner and appreciate his support of Pillsbury and General Mills.”