Feel Good Foods
Feel Good Foods is a Brooklyn-based private CPG brand producing chef-inspired, certified gluten-free frozen snacks and meals distributed in roughly 25,000 U.S. grocery stores, including Walmart, Target and Whole Foods, for families and mainstream shoppers.
- Company typePrivate
- Founded2011
- HeadquartersBrooklyn, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Feel Good Foods does
Feel Good Foods is a Brooklyn-based, privately held better-for-you frozen food brand that produces chef-inspired, certified gluten-free snacks and meal solutions. The company operates a single product line with three core categories — Snacks (mozzarella sticks), Asian Snacks (chicken potstickers) and Breakfast (pancake balls) — all formulated with fewer, better ingredients and third-party verified to contain less than 20 ppm gluten.
The company generates revenue almost exclusively through wholesale distribution of its frozen products to grocery retailers, having scaled from an initial cold-pitch order of 27 Whole Foods stores to approximately 25,000 U.S. grocery stores nationwide, including mass-channel anchors Walmart and Target. The go-to-market is sales-led and broker/sales-driven, with placement in the mainline frozen aisle rather than a natural/gluten-free set. The company is in the process of repositioning its branding from "better-for-you, gluten-free" messaging toward a taste-first, mainstream identity ("gluten-free is not the headline. Taste is.") in order to broaden appeal beyond gluten-averse shoppers and capture family and mainstream snack occasions such as after-school, game day and family dinners.
Founded in 2011 by a restaurateur alongside co-founder Tryg Siverson and led by CEO Vanessa Phillips and CFO Jesal Sheth, the company has raised approximately $7.5 million across three disclosed rounds (2015, 2017, 2018), most recently a $4.5 million round led by Uncommon Equity. Operating with 11–50 employees and serving families and health-conscious consumers across North America, the brand competes inside a global gluten-free market projected to grow from $6.45 billion in 2022 to $13.67 billion by 2030 at a 9.8% CAGR.
Feel Good Foods firmographics
Firmographics- Name
- Feel Good Foods
- Legal name
- Feel Good Foods
- Website
- https://feel-good-foods.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Feel Good Foods is a Brooklyn-based private CPG brand producing chef-inspired, certified gluten-free frozen snacks and meals distributed in roughly 25,000 U.S. grocery stores, including Walmart, Target and Whole Foods, for families and mainstream shoppers.
- Ownership category
- akta.pro rank
Feel Good Foods industry classification
Industry- Product category
- Frozen Packaged Foods
- NAICS
- Frozen Specialty Food Manufacturing (311412), Frozen Food Manufacturing (31141)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)
- akta.pro primary industry
- Frozen Snacks & Appetizers (CRADADAD)
- akta.pro secondary industry
- Soup, Chili & Comfort Foods (Self-Serve or Packaged) (CRAHAKAF)
Keywords
Where Feel Good Foods is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Markets served
Feel Good Foods business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Frozen Better-For-You Snacks and Meals: Feel Good Foods generates revenue through the sale of frozen, certified gluten-free snack and meal products distributed through retail grocery stores nationwide. Products include Mozzarella Sticks, Asian Snacks (potstickers), Breakfast items (Pancake Balls), and other comfort foods made with better ingredients.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Feel Good Foods product offering
Product offeringCore offering
Feel Good Foods manufactures and sells Certified Gluten-Free, chef-inspired frozen snacks and meals — including mozzarella sticks, Asian-style potstickers, and breakfast pancake balls — made with fewer, better ingredients. Products are sold in the frozen aisle of approximately 25,000 grocery stores nationwide, including Walmart, Target, and Whole Foods.
Product overview
Feel Good Foods is a single-product-line company offering certified gluten-free, chef-inspired frozen comfort foods. The portfolio consists of three core product categories: Snacks (mozzarella sticks), Asian Snacks (potstickers), and Breakfast items (pancake balls). All products emphasize better ingredients with mainstream taste appeal, sold in the frozen aisle at approximately 25,000 grocery stores including Walmart and Target.
Differentiator
Problem solved
Functional benefit
Products and services
- Seven Snacks (Mozzarella Sticks and other frozen gluten-free snacks) Frozen Certified Gluten-Free snack products including mozzarella sticks, sold to consumers in the frozen aisle at grocery retailers nationwide. Designed for families seeking better-for-you comfort food snacks.
- Asian Snacks (Chicken Potstickers) Frozen Certified Gluten-Free Asian-style snacks including chicken potstickers, made with chef-inspired recipes and better ingredients. Targeted at consumers seeking globally inspired, gluten-free frozen comfort foods.
- Breakfast (Pancake Balls) Frozen Certified Gluten-Free breakfast items such as buttermilk pancake balls, designed for convenient preparation in minutes or seconds. Targeted at families looking for quick, better-for-you breakfast options.
Quantifiable outcome
- Grown from 27 stores (initial Whole Foods order) to approximately 25,000 grocery stores nationwide
Companies that use Feel Good Foods
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Feel Good Foods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Feel Good Foods partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights1 record
Feel Good Foods competitors and assessment
Company assessmentDirect peers
- Saffron Road: Frozen globally-inspired better-for-you entrées and appetizers (potstickers, samosas) certified gluten-free. Highly comparable on chef-inspired international flavors and frozen snack formats.
- Evol Foods: Frozen better-for-you burritos, bowls, and appetizers (acquired by Conagra). Direct comparable on mass-retail frozen better-for-you positioning.
- Tattooed Chef: Plant-based frozen meals and snacks widely distributed in club and grocery. Comparable as a digitally-native frozen better-for-you brand scaling through mass retail.
- Kidfresh: Frozen meals and snacks targeted at families with a 'better-for-you children' positioning. Overlaps with Feel Good Foods' family-after-school-snack use case.
- Real Good Foods: Public frozen better-for-you brand focused on gluten-free, low-carb appetizers and entrées (mozzarella sticks, enchiladas, ice cream). Most directly comparable on positioning, channel, and product format.
- Sweet Earth Foods: Plant-based frozen meals and snacks (acquired by Nestlé). Comparable better-for-you frozen positioning and retail-grocer footprint.
- Luvo: Frozen better-for-you meals and bowls distributed in grocery. Comparable positioning, channel, and scale.
Broad incumbents
- Conagra Brands (Birds Eye / Healthy Choice): Scaled frozen-meal incumbent with massive marketing, trade-spend, and distribution. Competes directly in the frozen snacks and frozen entrée sub-aisles.
- Amy's Kitchen: Dominant organic/better-for-you frozen brand with much broader SKU breadth and retail scale. Competes for the same shopper wallet and freezer-door space.
- Nestlé USA (Stouffer's / Lean Cuisine): Global CPG incumbent with significant frozen-meal share and the resources to acquire or copy better-for-you brands. Sets the competitive baseline for mass-retail frozen.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Feel Good Foods social profiles
Digital presenceFeel Good Foods compliance and trust
Trust signalCompliance1 record
Feel Good Foods financial estimates
Financial estimateRevenue estimate
Valuation estimate
Feel Good Foods leadership team
Management profileNumber of profiles
Profiles3 records
Feel Good Foods funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Feel Good Foods 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 Feel Good Foods
What does Feel Good Foods do?
Feel Good Foods manufactures and sells Certified Gluten-Free, chef-inspired frozen snacks and meals — including mozzarella sticks, Asian-style potstickers, and breakfast pancake balls — made with fewer, better ingredients. Products are sold in the frozen aisle of approximately 25,000 grocery stores nationwide, including Walmart, Target, and Whole Foods.
Is Feel Good Foods a public or private company?
Feel Good Foods is a private company. It is classified as venture growth investor backed and is currently operating.
When was Feel Good Foods founded?
Feel Good Foods was founded in 2011. It employs 11 to 50 people.
Where is Feel Good Foods based?
Feel Good Foods is headquartered in Brooklyn, United States, in the North America region.
How does Feel Good Foods make money?
One revenue line is on record: frozen Better-For-You Snacks and Meals.
Who are Feel Good Foods's main competitors?
Direct peers on record are Saffron Road, Evol Foods, Tattooed Chef, Kidfresh, Real Good Foods, Sweet Earth Foods and Luvo. Broad incumbents are Conagra Brands (Birds Eye / Healthy Choice), Amy's Kitchen and Nestlé USA (Stouffer's / Lean Cuisine).
Does Feel Good Foods have an API?
No public API is recorded for Feel Good Foods.
What industry is Feel Good Foods in?
Feel Good Foods's product category is Frozen Packaged Foods. Its primary akta.pro industry code is CRADADAD, Frozen Snacks & Appetizers, with a secondary code of CRAHAKAF, Soup, Chili & Comfort Foods (Self-Serve or Packaged). Its NAICS code is 311412 and its SIC code is 2030.