Foodstirs
Foodstirs is a Santa Monica-based omni-channel CPG brand founded in 2015 that sells "junk-free" sweet baked goods (baking mixes and related products) to health-conscious consumers via direct-to-consumer and retail, co-founded by actress Sarah Michelle Gellar.
- Company typePrivate
- Founded2015
- HeadquartersSanta Monica, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Foodstirs does
Foodstirs is a Santa Monica-based, privately-held consumer packaged goods company founded in 2015 that sells "junk-free," better-for-you sweet baked goods under an omni-channel model combining direct-to-consumer and retail distribution. The company's product platform centers on baking mixes and related sweet baked goods positioned around clean-label, junk-free ingredient claims, targeting health-conscious consumers seeking alternatives to conventional baking products. The brand was co-founded by Galit Hadari Laibow and actress Sarah Michelle Gellar, who simultaneously serves as Chief Creative Officer, giving the company a celebrity-anchored creative platform uncommon for early-stage CPG brands. Headcount is reported at 11-50 employees, consistent with a small/mid-stage branded CPG operator.\n\nThe company has raised approximately $6 million in disclosed equity across three rounds: a $1 million seed in 2015 (BAM Ventures, Mucker Capital, Third Wave Digital), a $5 million Series A in 2018 (Almanac Insights, Beechwood Capital, Cambridge Companies, Mucker Capital, SWAT Equity Partners, plus strategic investor Katjes Greenfood), and an additional undisclosed-amount round in 2021 (10X Capital, Everplus Capital). Revenue, customer concentration by retailer, distribution partners, and unit economics are not disclosed in the available source material, and the current state of the foodstirs.com domain (which displays content unrelated to the brand) introduces unresolved operational continuity uncertainty that any diligence effort would need to address.
Foodstirs firmographics
Firmographics- Name
- Foodstirs
- Website
- https://foodstirs.com
- Company type
- Private
- Founded year
- 2015
- Headcount range
- 11–50 employees
- Short description
- Foodstirs is a Santa Monica-based omni-channel CPG brand founded in 2015 that sells "junk-free" sweet baked goods (baking mixes and related products) to health-conscious consumers via direct-to-consumer and retail, co-founded by actress Sarah Michelle Gellar.
- Ownership category
- akta.pro rank
Foodstirs industry classification
Industry- Product category
- Better-for-you baked goods
- NAICS
- Cookie and Cracker Manufacturing (311821), Cookie, Cracker, and Pasta Manufacturing (31182)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
- akta.pro secondary industry
- Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF)
Keywords
Where Foodstirs is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Markets served
Foodstirs business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Foodstirs product offering
Product offeringCore offering
Foodstirs is an omni-channel junk-free baking brand that manufactures and sells better-for-you sweet baked goods to consumers. Its product line centers on clean-label baking mixes and related sweet baked products, sold through both online and physical retail channels to health-conscious consumers and families.
Product overview
The website content for foodstirs.com contains an online gambling/entertainment platform (CERI388) offering various gaming categories including slots, casino games, sports betting, esports, fishing games, crash games, and lottery/togel. This content does not appear to be related to the Foodstirs food company and contains no relevant product/service information for a food products company.
Differentiator
Problem solved
Functional benefit
Products and services
- Better-for-you sweet baked goods
Companies that use Foodstirs
Customer profileIdeal customer profiles1 record
Foodstirs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Foodstirs partnerships and signals
Strategic signalRecent moves4 records
Expansion highlights3 records
Foodstirs competitors and assessment
Company assessmentDirect peers
- Simple Mills: Simple Mills is a leading better-for-you baking and snack brand (almond flour cookies, crackers, mixes) competing head-to-head with Foodstirs in the clean-label baking aisle at similar retail and DTC touchpoints.
- Miss Jones Baking Co. Miss Jones Baking Co. sells organic, better-for-you baking mixes and frostings direct-to-consumer and through retail, overlapping closely with Foodstirs' sweet baked goods and mix positioning.
- Partake Foods: Partake Foods produces allergy-friendly and allergen-free baking mixes and sweet baked goods, directly competing with Foodstirs in the better-for-you and dietary-specific baking segment.
- Krusteaz: Krusteaz is a baking mixes and pancake/waffle brand competing directly with Foodstirs across retail channels in the everyday baking-mix category.
- Enjoy Life Foods: Enjoy Life Foods produces allergy-friendly cookies, baking mixes, and sweet baked goods, directly comparable to Foodstirs' better-for-you and dietary-friendly sweet baked goods positioning.
Broad incumbents
- Bob's Red Mill: Bob's Red Mill is an established large-scale baking ingredients and mixes brand with a strong whole-foods and health-focused positioning, competing with Foodstirs in the natural and better-for-you baking category.
- King Arthur Baking Company: King Arthur is a heritage baking brand offering baking mixes, flours, and recipe content across premium retail and DTC, competing with Foodstirs for shelf space and consumer mindshare in baking.
- Pillsbury: Pillsbury, owned by General Mills, is a mass-market baking mixes and refrigerated dough brand whose mainstream and recently expanded better-for-you lines overlap with Foodstirs' product category.
- Annie's Homegrown: Annie's (a General Mills brand) sells organic and better-for-you baking mixes and snacks at mainstream retail, overlapping with Foodstirs' positioning in family-friendly, cleaner-label baking.
Emerging players
- Siete Family Foods: Siete is a better-for-you grain-free and paleo-friendly baking and snacks brand that competes with Foodstirs for the same health-conscious consumer shopping at premium natural and grocery channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights4 records
Customer concentration
Foodstirs social profiles
Digital presenceFoodstirs financial estimates
Financial estimateRevenue estimate
Valuation estimate
Foodstirs leadership team
Management profileNumber of profiles
Profiles2 records
Foodstirs funding detail
Funding detailFunding overview
Funding rounds3 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Foodstirs 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 Foodstirs
What does Foodstirs do?
Foodstirs is an omni-channel junk-free baking brand that manufactures and sells better-for-you sweet baked goods to consumers. Its product line centers on clean-label baking mixes and related sweet baked products, sold through both online and physical retail channels to health-conscious consumers and families.
When was Foodstirs founded?
Foodstirs was founded in 2015. It employs 11 to 50 people.
Where is Foodstirs based?
Foodstirs is headquartered in Santa Monica, United States, in the North America region.
Who are Foodstirs's main competitors?
Direct peers on record are Simple Mills, Miss Jones Baking Co., Partake Foods, Krusteaz and Enjoy Life Foods. Broad incumbents are Bob's Red Mill, King Arthur Baking Company, Pillsbury and Annie's Homegrown. Siete Family Foods is listed as an emerging player.
Does Foodstirs have an API?
No public API is recorded for Foodstirs.
What industry is Foodstirs in?
Foodstirs's product category is Better-for-you baked goods. Its primary akta.pro industry code is AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused), with a secondary code of AFAKABAF, Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases). Its NAICS code is 311821 and its SIC code is 2050.