What Wildgrain does

Wildgrain is a direct-to-consumer subscription service that delivers artisan breads, fresh pastas, and pastries frozen to customers' doors across the continental United States (excluding Alaska and Hawaii). Founded in 2020 by co-founders Johanna Hartzheim and Ismail Salhi, the company operates an asset-light model in which products are made by small independent bakeries and pasta makers nationwide using a proprietary 20+ hour slow-fermentation sourdough process, then flash-frozen at peak freshness for bake-from-home convenience (25 minutes or less without thawing). Members build custom boxes from more than 15 SKUs spanning standard, gluten-free (made in dedicated GF facilities and tested below 10ppm), vegan, and high-protein (10g+ protein) variants, along with add-ons like slow-churned French butters and sauces.

The business runs on a recurring subscription backbone: Custom Wildgrain Boxes priced $99-$109 per delivery on 30/45/60-day cadences, augmented by lifetime free-item acquisition incentives ("free croissants for life," "free GF cookies for life," "free HP waffles for life"), 5% member credits, and flexible skip/pause/cancel options. One-time gift boxes, e-gift cards ($100+), corporate gifting, and member add-on purchases diversify revenue beyond core subscription billing. Wildgrain reports 100,000+ members, 40,000+ five-star reviews, and 850,000+ meals donated to food-security nonprofits, with three consecutive years (2023-2025) ranked #1 Best Food Subscription Box by USA Today and corresponding awards from Newsweek and Good Housekeeping.

In March 2026, the company opened its first brick-and-mortar "bakehouse" at Somernova in Somerville, MA, functioning as both a café and a product test kitchen and signaling a shift toward omnichannel distribution. Leadership remains with the founding couple, and a $10 million funding round was closed in August 2025 — the first disclosed institutional capital after years of bootstrapped growth. The company ships nationally but is not present in Alaska, Hawaii, or internationally, and product breadth (bread + pasta + pastries in a single subscription across four diet segments) is a distinguishing structural feature versus narrower subscription competitors.

Name

Wildgrain

Legal name

Wildgrain

Website

https://wildgrain.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Wildgrain is a DTC subscription service delivering artisan breads, fresh pastas, and pastries — baked by independent artisans using slow-fermentation sourdough, flash-frozen, and shipped to members' doors — to health, gluten-free, vegan, and protein-focused U.S. consumers.

Ownership category

akta.pro rank

Product category

Artisan Baked Goods Subscription Delivery

NAICS

Frozen Specialty Food Manufacturing (311412), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Frozen & Refrigerated Snack Foods (Ice Cream Novelties, Snack Bites) (CRADABAL)

akta.pro secondary industry

Frozen Side Dishes (Vegetables, Potatoes, Grains) (CRADADAI)

Keywords

• Artisan bread subscription
• Frozen baked goods delivery
• Sourdough pasta box
• Gluten-free bakery subscription
• Artisan pastry delivery

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Subscription Box Revenue: Wildgrain generates primary revenue through recurring subscription boxes (Custom Box plans at $99-$109 billed every 30/45/60 days) and one-time gift box purchases. The subscription model provides predictable recurring revenue with land-and-expand dynamics through plan upgrades and add-ons. The company also generates revenue from individual product add-ons, sauces, and butter.
2. Gift Box Sales: One-time gift box purchases including Trial Custom Box ($119+), Summer Treat Box ($79), bulk croissant/cookie orders, and e-gift cards ($100+). These are non-recurring revenue streams.
3. Member Add-ons and Upgrades: Members can add individual products beyond their base box plan including sauces, butters, additional pastries, and limited seasonal items, providing upsell opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Wildgrain sells customizable subscription boxes of artisan bread, fresh pasta, and pastries, flash-frozen and shipped directly to members' doors on a flexible 30/45/60-day schedule. The company offers four box variants (Variety, Gluten-Free, Protein, and Vegan) made by partner bakers using a 20+ hour slow-fermentation sourdough process, with bake-from-frozen preparation. One-time gift boxes, e-gift cards, and a single physical bakehouse/café in Somerville, MA round out the offering.

Product overview

Wildgrain is a bread, pasta, and pastry subscription delivery service offering customizable boxes delivered frozen to members' doors. The core offering is the Custom Wildgrain Box subscription, available in four variants: Variety Box (standard mix of breads, pastas, and pastries), Gluten-Free Box (celiac-safe GF products), Protein Box (10+ gram protein items), and Vegan Box (plant-based products). All subscriptions include free items for life (croissants, GF cookies, or protein waffles depending on plan). Members can customize their boxes from over 15+ products including sourdough breads, fresh pastas, croissants, pastries, gluten-free options, and sauces. The company also offers one-time gift boxes and e-gift cards. Products are made by independent artisan bakers using slow fermentation (20+ hours), flash-frozen at peak freshness, and bake-from-frozen in 25 minutes or less.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Wildgrain Box Subscription A customizable recurring subscription box for U.S. consumers, allowing members to select artisan breads, fresh pastas, pastries, and add-ons delivered frozen to their door on a flexible 30/45/60-day schedule.
• Variety Box Subscription box featuring a mix of artisan breads, fresh pasta, and pastries, with free croissants included in every delivery for members. Priced at $99 per plan.
• Gluten-Free Box Subscription box featuring gluten-free breads, pastas, and pastries made in dedicated gluten-free facilities and lab-tested below 10ppm gluten, safe for people with celiac disease or wheat allergies. Priced at $109 per delivery.
• Protein Box Subscription box featuring high-protein breads, pastas, and pastries with 10+ grams of protein per serving, plus free high-protein maple waffles for life for new members. Priced at $99 per delivery.
• Vegan Box Subscription box featuring 100% plant-based breads, pastries, and baked goods free of animal products and by-products, including honey. Priced at $99 per delivery.
• Gift Boxes One-time pre-curated gift boxes including Summer Treat Box, Trial Custom Box (starting at $119), 4 Dozen Croissants, and bulk cookie options, designed for personal gifting and corporate gifting occasions.
• E-Gift Cards Digital gift cards starting at $100, available in customizable amounts for carb lovers and delivered via email.

Quantifiable outcome

• 850,000+ meals donated to food security nonprofits
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Small Independent Bakeries and Pasta MakerscoreStrategic or Co-development PartnerWildgrain partners with small, independent bakeries and pasta makers across the country that craft bread, pasta, and pastries using traditional, time-honored techniques. These artisan partners produce Wildgrain products which are then flash-frozen and shipped to customers, supporting small businesses while delivering quality baked goods.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Goldbelly: Goldbelly is a DTC marketplace that ships artisan and specialty foods (including breads, pastries, and pastas) from independent producers nationwide. It overlaps directly with Wildgrain's artisan bakery network and bake-from-frozen delivery model, though it is a marketplace rather than a subscription curator.
• Daily Harvest: Daily Harvest is a DTC subscription service delivering frozen, ready-to-make food (smoothies, bowls, flatbreads) nationwide. It shares Wildgrain's frozen-subscription DTC model, e-commerce-first distribution, and direct-to-consumer recurring revenue approach in the frozen food category.
• Milk Bar: Milk Bar is a DTC and retail bakery brand famous for its cookies, cakes, and pastries, with nationwide shipping. It is directly comparable to Wildgrain as a digitally native, celebrity-recognized bakery brand extending into subscription boxes and gifting.
• Baked by Melissa: Baked by Melissa is a bite-size cupcake and baked goods brand with nationwide shipping, strong gifting, and a New York retail footprint. It mirrors Wildgrain's positioning as a premium, giftable DTC bakery brand with omnichannel (retail + shipping) distribution.

Broad incumbents

• Blue Apron: Blue Apron is a publicly listed meal-kit subscription incumbent. It is a broader incumbent in the DTC food subscription category, sharing the subscription-recurring-revenue model and direct-to-consumer fulfillment infrastructure with Wildgrain, though focused on meal kits rather than artisan bakery.
• Thrive Market: Thrive Market is a large online membership-based retailer of organic, specialty, and health-focused groceries and pantry items. It overlaps with Wildgrain's health-conscious consumer positioning and gluten-free / clean-ingredient curation, though at a broader grocery-catalogue scale.
• Misfits Market: Misfits Market is a DTC online grocer delivering rescued and specialty foods on a recurring basis. It shares Wildgrain's subscription e-commerce model, social-impact positioning (food waste / donations), and direct-to-consumer frozen/specialty food delivery.
• HelloFresh: HelloFresh is the largest global meal-kit subscription company. It is a broad incumbent in the DTC subscription food category, sharing the recurring-revenue model and direct-to-consumer logistics with Wildgrain, though operating at significantly larger scale in meal kits.

Emerging players

• Bread SRSLY: Bread SRSLY is a gluten-free sourdough bread brand sold online and in retailers nationwide. It is an emerging niche player competing with Wildgrain's gluten-free line in the same celiac-safe, naturally leavened artisan bread category.
• Levain Bakery: Levain Bakery is a New York-based cookie and baked goods brand with national shipping and a growing physical footprint. It is an emerging player in the premium DTC bakery / gifting space and is directly comparable to Wildgrain's pastry and cookie SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wildgrainbox
• Instagraminstagram.com/wildgrainbox

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wildgrain