Cappello's
Cappello's is a Denver-based frozen food company that produces premium gluten-free and grain-free pizza, pasta, biscuits, breads, and cookie dough using proprietary European gluten-free wheat starch technology, sold nationwide at Whole Foods and Sprouts.
- Company typePrivate
- Founded2011
- HeadquartersDenver, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cappello's does
Cappello's is a Denver-based frozen food company founded in 2011 by Ben (Benjamin Frohlichstein) and Stacey (Stacey Marcellus) that produces premium gluten-free and grain-free products, including pizza, pasta, ravioli, gnocchi, biscuits, breads, and cookie dough. Its core technical differentiation is a European gluten-free wheat starch process — a proprietary washing method that removes gluten while preserving the starch responsible for authentic wheat taste and texture — yielding products certified by the Gluten-Free Certification Organization at less than 5 parts per million of gluten, with additional glyphosate-free and Kosher certifications on select lines. The product portfolio has expanded materially in 2025–2026 with a new Classic Crispy Crust pizza platform built on this European wheat technology, a dedicated bread line (focaccia, baguettes, dinner rolls), and a biscuits range (buttermilk, cinnamon sugar, cheddar).
The company sells primarily through retail grocery distribution — Whole Foods Market nationwide (with exclusive placement for Classic Crispy Crust pizza) and Sprouts Farmers Market (with exclusive All The Chocolates Cookie Dough) — supplemented by online channels through Instacart and Thrive Market. End customers are health-conscious consumers avoiding gluten for medical reasons (celiac disease, gluten sensitivity), paleo and keto dieters seeking grain-free options, and shoppers looking for clean-label frozen foods without seed oils or GMOs. The brand reaches consumers through organic social media (Instagram, Facebook, TikTok, Spotify), a recipe blog organized around use occasions, and email newsletters, while relying on product-led growth where taste and ingredient quality drive word-of-mouth.
Cappello's is a privately held company that received a growth equity investment from Alliance Consumer Growth and Finn Capital Partners in 2020, and operates with a lean team of 11–50 employees from its Larimer Street headquarters in Denver. The business model is straightforward wholesale CPG: produce or co-manufacture branded frozen SKUs, distribute them at retail price points set by grocery partners, and grow velocity through line extensions and additional retailer placements. The current strategic posture — aggressive SKU expansion in 2025–2026, channel diversification via Sprouts exclusivity, and a technology-led reinvention of the core pizza platform — is consistent with a founder-led brand using growth equity to scale category share within the premium natural-channel frozen set.
Cappello's firmographics
Firmographics- Name
- Cappello's
- Legal name
- Cappello's
- Website
- https://cappellos.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Cappello's is a Denver-based frozen food company that produces premium gluten-free and grain-free pizza, pasta, biscuits, breads, and cookie dough using proprietary European gluten-free wheat starch technology, sold nationwide at Whole Foods and Sprouts.
- Ownership category
- akta.pro rank
Cappello's industry classification
Industry- Product category
- Specialty frozen gluten-free foods
- NAICS
- Bakeries and Tortilla Manufacturing (3118), Cookie, Cracker, and Pasta Manufacturing (31182), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)
- SIC
- Bakery Products (2050), Food And Kindred Products (2000)
- akta.pro primary industry
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
- akta.pro secondary industries
- Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains) (AFAKABAK), Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF)
Keywords
Where Cappello's is headquartered
LocationHeadquarters
- HQ city
- Denver
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Cappello's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Frozen Gluten-Free Food Products: Cappello's generates revenue through the sale of frozen gluten-free food products including pizza, pasta, biscuits, breads, and cookie dough sold through retail grocery stores and online marketplaces.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Cappello's product offering
Product offeringCore offering
Cappello's manufactures and sells a line of frozen gluten-free and grain-free food products, including pizzas, biscuits, pasta, ravioli, gnocchi, cookie dough, and breads, available through natural grocery retailers and online channels nationwide. Its signature offering uses a proprietary European gluten-free wheat starch that delivers authentic wheat flavor and texture, and it also produces almond flour-based grain-free products for paleo and keto consumers.
Product overview
Cappello's is a gluten-free frozen food company offering a diversified portfolio of products including pizza (Classic Crispy Crust made with European gluten-free wheat, and Almond Flour Thin Crust), biscuits (Buttermilk, Cinnamon Sugar, and Cheddar varieties), pasta/ravioli (Five Cheese, Butternut Squash, and Spinach & Cheese), gnocchi (original and Sweet Potato varieties), cookie doughs (All The Chocolates, Brown Butter Sugar, and Chocolate Chip with Flaky Sea Salt), and breads (Focaccia, Baguettes, and Dinner Rolls). The company uses innovative ingredients like gluten-free wheat starch from Europe and almond flour to create products that mimic the taste and texture of traditional wheat-based foods while remaining gluten-free. Products are available at Whole Foods, Sprouts, and other retailers nationwide, as well as through online platforms like Instacart and Thrive Market.
Differentiator
Problem solved
Functional benefit
Products and services
- Classic Crispy Crust Pizza (Uncured Pepperoni and Five Cheese varieties) Frozen pizza with a crispy, airy crust made using European gluten-free wheat starch; sold in Uncured Pepperoni and Five Cheese varieties for gluten-avoiding consumers seeking authentic wheat-baked taste.
- Almond Flour Thin Crust Pizza (Naked Crust and Cheese varieties) Grain-free thin pizza crust made with almond flour, eggs, arrowroot flour, cassava flour, coconut milk, and coconut oil, sold as Naked Pizza Crust or Cheese Pizza for paleo, keto, and grain-free consumers.
- Buttermilk Biscuits Light, airy biscuits made with real buttermilk and almond flour; GFCO-certified gluten-free and glyphosate-free for gluten-avoiding home bakers.
- Cinnamon Sugar Biscuits Light, airy biscuits made with Belgian pearl sugar and cinnamon, positioned between breakfast and dessert for gluten-free consumers; Kosher certified.
- Cheddar Biscuits Light, airy biscuits made with aged cheddar, real butter, protein-rich almond flour, and chives for savory gluten-free meals.
- Five Cheese Ravioli Almond flour ravioli stuffed with ricotta, mozzarella, parmesan, fontinella, and asiago cheeses; grain-free and ready in minutes for gluten-avoiding households.
- Butternut Squash Ravioli Almond flour ravioli stuffed with whipped butternut squash, roasted garlic, and carrots, with no seed oils or GMOs; aimed at gluten-free and clean-label eaters.
- Spinach & Cheese Ravioli Almond flour ravioli combining creamy ricotta, parmesan, and mozzarella cheeses with spinach for gluten-free pasta meals.
- Gnocchi Grain-free potato gnocchi made with almond flour and cage-free eggs, designed to pair with any sauce for gluten-free Italian meals.
- Sweet Potato Gnocchi Almond flour gnocchi made with sweet potatoes, cage-free eggs, and simple ingredients for grain-free pasta occasions.
- All The Chocolates Cookie Dough Cookie dough made with cocoa-infused almond flour, real butter, and three kinds of chocolate chips; sold exclusively at Sprouts Farmers Market for gluten-free dessert occasions.
- Brown Butter Sugar Cookie Dough Cookie dough featuring brown butter ghee toasted for a rich, nutty flavor in a bakery-style crispy, gooey texture; gluten-free for at-home baking.
- Chocolate Chip w/ Flaky Sea Salt Cookie Dough Sweet-and-salty cookie dough made with a gluten-free flour blend and real chocolate chips for gluten-free home bakers.
- Focaccia Light, airy savory flatbread made with European gluten-free wheat starch, olive oil, rosemary, and flaky sea salt; GFCO certified for gluten-free dining and entertaining.
- Baguettes Light, airy baguettes with a crusty exterior and pillowy interior, made with European gluten-free wheat starch, olive oil, and sea salt; designed for gluten-free bread occasions.
- Dinner Rolls Bread rolls golden and crispy on the outside and soft and pillowy on the inside, made with European gluten-free wheat starch, olive oil, herbs, and garlic for gluten-free meal accompaniment.
Quantifiable outcome
- Certified gluten-free by GFCO to less than 5PPM of gluten - safer for those with celiac disease
Companies that use Cappello's
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Cappello's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Cappello's partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Whole Foods MarketcorePrimary retail distribution partner with nationwide presence in the frozen food section. Exclusive retailer for Classic Crispy Crust pizzas.
- InstacartcoreOnline grocery delivery platform enabling direct-to-consumer sales and delivery of Cappello's products.
- Thrive MarketcoreOnline marketplace partner for health-conscious consumers, offering Cappello's products through their subscription-based e-commerce platform.
- Sprouts Farmers MarketminorRetail partner for exclusive products including All The Chocolates Cookie Dough.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Cappello's competitors and assessment
Company assessmentDirect peers
- Caulipower: Caulipower is a leading gluten-free pizza brand in U.S. retail with similar product positioning in the frozen gluten-free pizza category. It directly competes with Cappello's Classic Crispy Crust and Almond Flour Thin Crust pizza lines at Whole Foods and other natural channel retailers.
- Simple Mills: Simple Mills offers gluten-free crackers, cookies, and baking mixes using almond flour and clean-label ingredients. It competes with Cappello's across the gluten-free better-for-you baked goods category and shares the natural food retail channel.
- Base Culture: Base Culture produces grain-free, paleo-certified breads and baked goods using almond and cassava flours. It shares Cappello's grain-free ingredient philosophy and competes in the natural channel for grain-free bread occasions.
- Real Good Foods: Real Good Foods is a frozen food company specializing in gluten-free, low-carb pizzas and entrees sold in club stores and natural retailers. It competes with Cappello's in the frozen gluten-free/paleo-friendly pizza and meal category.
- Banza: Banza is a better-for-you pasta brand using chickpea-based formulations to deliver gluten-free, high-protein alternatives. It directly competes with Cappello's almond-flour pasta, gnocchi, and ravioli product lines in the alternative pasta category at natural food retailers.
- Against the Grain: Against the Grain is a specialty gluten-free and grain-free frozen pizza brand. It directly competes with Cappello's Almond Flour Thin Crust and grain-free frozen pizza offerings in the natural food retail channel.
- Katz Gluten Free: Katz Gluten Free is a direct-to-consumer and retail brand offering gluten-free baked goods including breads, cookies, and pastries. It competes with Cappello's in gluten-free cookies, breads, and bakery items sold through online and natural retail channels.
- Bobo's: Bobo's is an oat-based gluten-free snack and baked goods brand sold in natural and conventional retail. It shares Cappello's better-for-you, gluten-free positioning and overlapping retail distribution at Whole Foods and Sprouts.
Broad incumbents
- Schar: Schar is one of the largest European gluten-free food brands with a growing U.S. presence across breads, pizza, and pasta. It shares European gluten-free technology heritage with Cappello's and competes across multiple gluten-free bakery categories.
- Udi's Gluten Free: Udi's is a long-established gluten-free bread and baked goods brand owned by Hain Celestial with broad U.S. distribution. It competes with Cappello's in gluten-free breads and baked goods but operates as a multi-SKU incumbent across conventional and natural channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Cappello's social profiles
Digital presenceCappello's compliance and trust
Trust signalCompliance3 records
Cappello's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cappello's leadership team
Management profileNumber of profiles
Profiles2 records
Cappello's funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cappello's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cappello's
What does Cappello's do?
Cappello's manufactures and sells a line of frozen gluten-free and grain-free food products, including pizzas, biscuits, pasta, ravioli, gnocchi, cookie dough, and breads, available through natural grocery retailers and online channels nationwide. Its signature offering uses a proprietary European gluten-free wheat starch that delivers authentic wheat flavor and texture, and it also produces almond flour-based grain-free products for paleo and keto consumers.
Is Cappello's a public or private company?
Cappello's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Cappello's founded?
Cappello's was founded in 2011. It employs 51 to 100 people.
Where is Cappello's based?
Cappello's is headquartered in Denver, United States, in the North America region.
How does Cappello's make money?
One revenue line is on record: frozen Gluten-Free Food Products.
Who are Cappello's's main competitors?
Direct peers on record are Caulipower, Simple Mills, Base Culture, Real Good Foods, Banza, Against the Grain, Katz Gluten Free and Bobo's. Broad incumbents are Schar and Udi's Gluten Free.
Does Cappello's have an API?
No public API is recorded for Cappello's.
What industry is Cappello's in?
Cappello's's product category is Specialty frozen gluten-free foods. Its primary akta.pro industry code is AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused), with a secondary code of AFAKABAK, Gluten-Free & Specialty Grain-Based Foods Manufacturing (GF pasta/cereals, ancient grains). Its NAICS code is 3118 and its SIC code is 2050.