Whisked

What Whisked does

Whisked (legally "Whisked!", doing business as "Whisked by Jenna") is a Washington, D.C.-based food manufacturing company founded in 2011 by Jenna Huntsberger as a single farmers market stall and now operating as a wholesale and online bakery out of a production kitchen in Capitol Heights, Maryland. The company specializes in small-batch, handmade cookies and pies built around clean-label, all-natural ingredients, with a parallel vegan product line and co-branded SKUs developed with foodservice partners including CAVA and PLNT Burger.

The product portfolio comprises soft-baked cookie dozens (Chocolate Chip, Pretzel Cowboy, Salty Oatmeal, Molasses Spice, Snickerdoodle, Orange White Chocolate, plus vegan variants), shippable 9-inch fresh-baked pies (Bourbon Pecan, Sea Salt Chocolate Chess), gift boxes (Build-Your-Cookie-Box, DC's Favorite, Congratulations, Birthday, Sweet and Salty), gift cards, and a shelf-stable crispy vegan cookie line with a 6-month shelf life sold in multi-packs. Distribution spans a Shopify-powered direct-to-consumer e-commerce site with nationwide shipping, 145–300+ specialty grocery and retail doors across the Mid-Atlantic (including Whole Foods and MOMs Organic Market), direct store delivery to Mid-Atlantic accounts, nationwide wholesale via the Faire marketplace for the crispy vegan line, foodservice placements via CAVA and PLNT Burger, and a year-round Mount Pleasant Farmers Market stall.

The business model is multi-channel: one-time D2C e-commerce sales via Shopify, B2B wholesale to specialty grocers and coffee shops (transactional), corporate gifting, and foodservice co-branded retail. Pricing is unit-based, with most cookie dozens at $18.95, specialty cookies and vegan dozens at $18.95–$23.99, pies at $24.95, gift boxes at $38.95–$39.99, crispy vegan 4-packs at $27.99, and gift cards in $20–$150 denominations. The company operates with 1–10 employees, has raised approximately $460,000 across two small rounds in 2020, and is privately held with no disclosed institutional investors or PE/VC backing.

Name

Whisked

Legal name

Whisked!

Website

https://whiskeddc.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Whisked by Jenna is a Washington, D.C.-area wholesale and online bakery that sells handmade, clean-label cookies, pies, and gift boxes direct-to-consumer via Shopify, through 300+ Mid-Atlantic specialty retailers, and via foodservice partners like CAVA.

Ownership category

akta.pro rank

Product category

Artisan Bakery Products

NAICS

Cookie and Cracker Manufacturing (311821), Bread and Bakery Product Manufacturing (31181), Retail Bakeries (311811)

SIC

Bakery Products (2050), Cookies & Crackers (2052)

akta.pro primary industry

Artisan & Specialty Bakeries (Sourdough, Heritage Grains) (THAFAFAD)

akta.pro secondary industries

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG), Retail Bakeries (Bread & Daily Bakery) (THAFAFAA), Online Bakery & Desserts Delivery (CRAHAIAK)

Keywords

• Artisan bakery products
• Handmade cookies
• Specialty wholesale bakery
• Vegan baked desserts
• Fresh-baked gift boxes

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Online retail sales of cookies and pies through company website. Products include soft-baked cookies (dozens), crispy vegan cookies (multi-packs), pies, and gift boxes. Orders shipped fresh to customers across the United States.
2. Wholesale Distribution: B2B wholesale relationships with specialty grocery stores, organic markets, and coffee shops. Products sold in six-packs and individually packaged formats for retail. Direct store delivery in Mid-Atlantic region. Nationwide distribution via Faire for crispy vegan cookies.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Whisked by Jenna is a wholesale and online bakery that makes handmade cookies and pies from scratch in its Capitol Heights, MD production kitchen using fresh, all-natural, clean-label ingredients. The company sells soft-baked cookie dozens (classic and vegan varieties), shelf-stable crispy vegan cookies in multi-packs, fresh 9-inch pies, and curated and customizable gift boxes. Distribution runs through direct-to-consumer e-commerce with nationwide shipping, wholesale to 300+ specialty grocery and retail locations across the Mid-Atlantic and East Coast, restaurant partnerships with CAVA and PLNT Burger, and a year-round farmers market stall.

Product overview

Whisked by Jenna is a wholesale and online bakery offering handmade cookies and pies. The product portfolio consists of two core product categories: (1) Cookies sold in soft/chewy dozen format and crispy vegan format with 6-month shelf life, including Chocolate Chip, Pretzel Cowboy, Salty Oatmeal, Molasses Spice, Snickerdoodle, Orange White Chocolate (limited edition), and multiple Vegan varieties (Fireside S'mores, Chocolate Chip Oatmeal, Cranberry Orange, Chocolate Blackout, Cardamom Oatmeal Raisin Crispy); (2) Pies including Bourbon Pecan and Sea Salt Chocolate Chess (both shippable), plus seasonal retail varieties. The company also offers collaboration products with CAVA (Apricot Honey and Salted Dark Chocolate Chip Oat cookies). Gift offerings include customizable Build Your Cookie Box, pre-curated themed gift boxes (DC's Favorite, Congratulations, Birthday, Sweet and Salty), and gift cards. Products are available for direct online ordering with nationwide shipping, wholesale distribution to 300+ retail locations across the Mid-Atlantic, and farmers market sales.

Differentiator

Problem solved

Functional benefit

Products and services

• Soft-Baked Cookies (Dozens)

Quantifiable outcome

• Products available in 300+ stores throughout Mid-Atlantic region
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• CAVAcoreStrategic or Co-development PartnerWhisked collaborated with CAVA, a fast-casual Mediterranean restaurant chain, to develop custom cookie flavors. Two varieties were created: Cava Apricot Honey Cookies and Cava Salted Dark Chocolate Chip Oat Cookies. These collaboration flavors are sold in all CAVA East Coast locations as a branded product offering.
• PLNT BurgerminorStrategic or Co-development PartnerWhisked collaborated with PLNT Burger, a plant-based burger chain, on unique flavor combinations for their dessert offerings. Partnership maintains focus on vegan and plant-based product innovation.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Crumbl Cookies: Fast-growing rotating-menu cookie franchise with strong brand and nationwide retail footprint; competes with Whisked for premium cookie gifting occasions and consumer mindshare.
• Magnolia Bakery: Iconic NYC bakery selling cupcakes, cookies, and pies via retail storefronts, nationwide shipping, and wholesale; closely comparable on the small-batch, brand-led, giftable dessert positioning.
• Milk Bar: Christina Tosi-founded dessert brand selling cookies, pies, and cake truffles through owned retail, e-commerce, and grocery wholesale; directly comparable on product mix (cookies + pies) and gifting/DTC orientation.
• Levain Bakery: NYC-born artisan cookie brand known for oversized gourmet cookies sold via retail bakeries, nationwide shipping, and wholesale; competes head-to-head with Whisked in the premium cookie and gift-box category.
• Tiff's Treats: Warm-cookie delivery brand with a multi-city store network and strong gift/occasion positioning; comparable to Whisked on the fresh-baked, gifting-led, occasion-based cookie model.
• Mrs. Fields: Nationally recognized cookie and dessert gift brand with strong e-commerce, gift-box, and corporate gifting presence; comparable to Whisked on the cookies-plus-gifting business model and nationwide shipping.
• Tate's Bake Shop: Long-established thin-and-crispy cookie brand with nationwide grocery distribution and a DTC channel; highly comparable to Whisked as a premium, branded cookie company selling through grocery, e-commerce, and gift formats.

Emerging players

• Dirty Dough: Emerging cookie brand with a cookie-shop and shipping model emphasizing indulgent flavors; comparable to Whisked in the premium artisan cookie category with a more limited footprint.

Broad incumbents

• Pepperidge Farm: Mass-market CPG cookie and baked-goods brand owned by Campbell Soup; the broad incumbent against which Whisked competes for grocery shelf space and consumer cookie occasions.

Others

• Sweet Green Bakery / Local artisan pie brands: Adjacent healthy/clean-label food brands that share consumer mindshare for wholesome, premium indulgence; useful as ecosystem context rather than direct cookie competition.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/whiskeddc
• Facebookfacebook.com/Whiskeddc
• Instagraminstagram.com/whiskeddc
• LinkedInlinkedin.com/company/whisked-by-jenna

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors

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 Whisked