Feel Good Foods

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.

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

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

• Frozen food products
• Gluten-free snacks
• Frozen appetizers
• Better-for-you meals
• Certified gluten-free foods

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. 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

Core 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

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights1 record

Direct 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

• Facebookfacebook.com/feelgoodfoods
• LinkedInlinkedin.com/company/feelgoodfoods

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors2 records

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 Feel Good Foods