Foodstirs

Foodstirs is an American cooking and lifestyle company that produces baking kits, mixes and baked treats for sale online, by subscription, or in retail stores nationwide.[1] One of the company's co-founders is actress Sarah Michelle Gellar.[2][3] It is headquartered in Santa Monica, California.[4][5]

Foodstirs
TypePrivate
IndustryFood
Founded2015
FoundersGalit Laibow (President)
Sarah Michelle Gellar
Greg Fleishman (CEO)
Headquarters
Santa Monica, California
,
United States
Area served
United States
ProductsDry baking kits, mixes and baked treats
Websitefoodstirs.com

The company was named to the CNBC Upstart 25 list in February 2017.[6]

History

Foodstirs was founded by Galit Laibow, Greg Fleishman, and Sarah Michelle Gellar in Santa Monica, California in July 2015.[7] In July 2015, the company raised an undisclosed amount of money in seed funding from an investor group that included Mucker Capital, BAM Ventures, and Third Wave Digital. The company was based in Mucker Capital's Santa Monica accelerator, MuckerLab.[4][7]

The first Foodstirs products were launched in October 2015 and were sold online and via subscription.[2] In the summer of 2016, the company's products became available in Whole Foods Markets in the Northeastern United States and Gelson's Markets in Southern California.[8][9] In October 2016, Foodstirs raised an undisclosed amount of money in series A funding from an investor group including Mucker Capital, Beechwood Capital, Cambridge Companies SPG, and Jel Sert President, Ken Wegner.[4][9][10]

Products

Foodstirs sells baking kits, mixes, and fresh baked treats that contain only organic and non-GMO ingredients with no artificial preservatives, flavors, or colors. There are three "signature" baking mixes which contain recipes for brownies, cookies, and cupcakes. The company offers a variety of specialty baking kits that come with decorative supplies and tools. All kits and mixes are designed to be kid-friendly (with parent supervision) and generally require six steps or less to complete. The kits are sold online, via subscription, with mixes and fresh baked treats sold at 7,500 retailers nationwide including Starbucks, Whole Foods, Walmart, and Amazon.[8][11][12][13]

References
  1. Schawbel, Dan (7 September 2016). "Sarah Michelle Gellar: Being A Celebrity Made It Harder To Start A Business". Forbes. Retrieved 16 January 2017.
  2. Johnson, Mary (2 November 2016). "Sarah Michelle Gellar's life after 'Buffy' is pretty sweet". Biz Women. Retrieved 16 January 2017.
  3. Murphy, Shaunna (6 January 2017). "Sarah Michelle Gellar, dream mom, officially wears a "Star Wars" costume in the kitchen". Yahoo!. Retrieved 16 January 2017.
  4. "Foodstirs". CrunchBase. Retrieved 16 January 2017.
  5. Thadani, Trisha (16 January 2017). "'Buffy' star Sarah Michelle Gellar rings Nasdaq closing bell". San Francisco Chronicle. Retrieved 16 January 2017.
  6. Booth, Barbara (28 February 2017). "How Sarah Michelle Gellar intends to slay the $4.7 billion baking-mix industry". CNBC. Retrieved 4 March 2017.
  7. Blakely, Lindsay (6 October 2015). "Sarah Michelle Gellar Becomes Latest Celebrity Entrepreneur With Foodstirs". Inc. Retrieved 16 January 2017.
  8. Kolodny, Lora (16 January 2017). "Sarah Michelle Gellar on jumping from screen to startup with Foodstirs". TechCrunch. Retrieved 16 January 2017.
  9. Ortenberg, Carol (26 October 2016). "Foodstirs Raises Funds & Adds Fleishman To Team". Project Nosh. Retrieved 16 January 2017.
  10. Griffin, Oliver (27 October 2016). "Sarah Michelle Gellar startup announces closing of Series A funding". Startup Beat. Retrieved 16 January 2017.
  11. "EXCLUSIVE: Sarah Michelle Gellar Launches Line of Baking and Food Decorating Kits". People. 8 September 2015. Retrieved 16 January 2017.
  12. Handler, Rachel (13 September 2015). "With Foodstirs, Sarah Michelle Gellar Is the Latest Celeb to Launch a Lifestyle Brand". Vanity Fair. Retrieved 16 January 2017.
  13. Jarvis, Rebecca; Dunn, Taylor; Scott, Erica (13 October 2016). "Buffy Bakes: Sarah Michelle Gellar on Entering 5 Billion Dollar Baking Industry". ABC News. Retrieved 16 January 2017.
This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.