18 Rabbits

What 18 Rabbits does

18 Rabbits is a San Francisco-based organic food company founded in 2008 by Alison Bailey Vercruysse, operating a portfolio of certified organic, non-GMO, gluten-free granola, granola bars, and junior cereal products. The company's product line is segmented into three categories: adult-format granola pouches (e.g., Cherry, Chia & Vanilla; Walnut, Flax & Cacao Nib), adult granola bars in 12-pack formats (e.g., Cherry, Dark Chocolate & Almond; Date, Pecan & Coconut), and a differentiated "Jr." sub-line of nut-free, school-safe junior bars and cereals sized for children (6-pack bars and 8oz pouches). The differentiator is an allergen-clean manufacturing protocol with full 8-hour allergen clean, batch testing, and ingredient segregation, combined with a 1% of revenue donation program ("1% for Kids") directed to partners including Girls Inc Long Island and Destiny Arts Center.

The company operates a direct-to-consumer e-commerce model using Shopify as its storefront platform, supplemented by wholesale distribution to retail and grocery partners managed through parent company Wildtime Foods. Pricing ranges from $5.50 per Jr. Granola Cereal 8oz pouch to $22.00 per 12-pack adult granola bar, with free shipping on orders over $48. Marketing is concentrated in owned channels (email newsletter, Facebook, Instagram, YouTube) and earned media, with a Parents Magazine "Best Kids' Bars" feature in March 2019 representing the highest-credibility third-party endorsement.

Critically, the company's website currently displays a "hibernation" notice — "18 Rabbits is currently in hibernation. We hope to be hopping again soon" — and multiple SKUs are marked Sold Out. The legal entity (18 RABBITS, California, USA) remains registered, and the privacy policy references an effective 2021 copyright, but there is no evidence of active production, fulfillment, or hiring. This places the business in a paused or dormant operational state rather than an active going concern.

Name

18 Rabbits

Legal name

18 RABBITS

Website

https://18rabbits.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

18 Rabbits is a San Francisco-based organic food company selling certified organic, non-GMO, gluten-free granola, granola bars, and junior cereals via Shopify-powered direct-to-consumer e-commerce and wholesale, serving families seeking nut-free, clean-label snacks for children.

Ownership category

akta.pro rank

Product category

Organic packaged snacks

NAICS

Other Specialty Food Retailers (44529)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Baby Snacks (Puffs, Biscuits, Teething Snacks) (CRADAEAF)

akta.pro secondary industries

Baby Cereals & Grain-Based Foods (CRADAEAD), Functional Baby & Kids Foods Manufacturing (Fortified Infant/Toddler Foods, Kids Nutrition) (AFAKAJAJ)

Keywords

• Organic granola bars
• Kids granola snacks
• Gluten-free granola
• Organic cereal products
• Wholesome snack foods

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of packaged organic granola, granola bars, and cereal products via the company's Shopify e-commerce storefront.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

18 Rabbits sells certified organic, non-GMO verified, and gluten-free granola pouches, junior and adult granola bars, and junior granola cereals through a direct-to-consumer Shopify storefront, supported by wholesale distribution. The portfolio emphasizes whole-food ingredients (oats, honey, maple syrup, seeds, dried fruit) without protein isolates or artificial additives, and the Jr. product line is specifically formulated nut-free for school-safe snacking. A "1% for Kids" program donates 1% of revenue to nonprofit partners serving U.S. children at risk of hunger.

Product overview

18 Rabbits Organics is a family-owned organic food company offering a product line centered around granola, granola bars, and junior cereal products. The portfolio consists of three main product categories: (1) Granola - including Cherry Chia & Vanilla Granola, Pecan Almond & Coconut Granola, Walnut Flax & Cacao Nib Granola, Cashew Ancient Grain & Cacao Nib Granola, Cashew Amaranth & Cacao Nib Granola, and Almond Cashew & Coconut Grain Free Granola; (2) Junior Granola Cereal - featuring Caramel Apple, Chocolate Banana, Chocolate Cherry, and Mango Strawberry flavors in 8oz pouches; (3) Granola Bars - split into adult-sized bars (12 bars/pack) including Cherry Dark Chocolate & Almond, Date Pecan & Coconut, Fig Cranberry & Hazelnut, and Apricot Walnut & Coconut, and Jr. Bars (6 bars/pack) including Caramel Apple, Chocolate Banana, Chocolate Cherry, Chocolate Strawberry, and Mango Strawberry. The products are certified organic, non-GMO, gluten-free, and sulfur dioxide-free. The company operates as a direct-to-consumer e-commerce business using Shopify as its platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Cherry, Chia & Vanilla Granola (11oz/Pouch) Organic granola made with whole grain oats, honey, sunflower oil, maple syrup, sunflower seeds, pumpkin seeds, sesame seeds, cherries, chia seeds, and vanilla; nut-free, with antioxidants from cherries and Omega-3s from chia seeds, priced at $8.00 per pouch.
• Pecan, Almond & Coconut Granola (11oz/pouch) Organic granola featuring pecans, almonds, and coconut, sold in 11oz pouches; intended for the family and adult snacking audience.
• Walnut, Flax & Cacao Nib Granola (12 oz/pouch) Organic granola with walnuts, flax seeds, and cacao nibs in a 12oz pouch, marketed under the "Whole Family" collection, priced at $7.00 per pouch.
• Cashew, Ancient Grain & Cacao Nib Granola (11oz/pouch) Organic granola featuring cashews, ancient grains, and cacao nibs, sold in 11oz pouches.
• Cashew, Amaranth & Cacao Nib Organic Granola (11oz/pouch) Organic granola with cashews, amaranth, and cacao nibs, sold in 11oz pouches.
• Almond, Cashew & Coconut Grain Free Granola (8oz/pouch) Grain-free organic granola made with almonds, sunflower seeds, coconut, cashews, pumpkin seeds, maple syrup, honey, cold-pressed virgin coconut oil, butter, and sea salt; contains 4g sugar per 1/3 cup serving.
• Jr. Granola Bars — Caramel Apple (6 bars/pack) Junior-sized organic granola bar with caramel and apple flavors; made without nut ingredients, school-friendly, sold in 6-bar packs at $6.50 per pack.
• Jr. Granola Bars — Chocolate Banana (6 bars/pack) Junior-sized organic granola bar with chocolate and banana flavors; nut-free and school-friendly, sold in 6-bar packs at $6.50 per pack.
• Jr. Granola Bars — Chocolate Cherry (6 bars/pack) Junior-sized organic granola bar with chocolate chips, sun-dried cherries, and cranberries; nut-free and school-friendly, sold in 6-bar packs at $6.50 per pack.
• Jr. Granola Bars — Chocolate Strawberry (6 bars/pack) Junior-sized organic granola bar with chocolate and strawberry flavors; nut-free and school-friendly, sold in 6-bar packs at $6.50 per pack and 16-bar packs at $16.00.
• Jr. Granola Bars — Mango Strawberry (6 bars/pack) Junior-sized organic granola bar featuring jammy strawberries and tangy mangoes with sunflower, chia, sesame, and pumpkin seeds; nut-free and school-friendly. Recognized as one of the best kids' bars in Parents Magazine March 2019 issue.
• Cherry, Dark Chocolate & Almond Bar (12 bars/pack) Adult-sized organic granola bar with cherry, dark chocolate, and almond flavors, sold in 12-bar packs at $22.00 per pack.
• Date, Pecan & Coconut Bar (12 bars/pack) Adult-sized organic granola bar inspired by Pecan Sticky Buns, featuring chewy dates, toasty coconut, maple syrup, and pumpkin seeds; contains tree nuts and milk, sold in 12-bar packs.
• Fig, Cranberry & Hazelnut Bar (12 bars/pack) Adult-sized organic granola bar with fig, cranberry, and hazelnut flavors, sold in 12-bar packs.
• Apricot, Walnut & Coconut Bar (12 bars/pack) Adult-sized organic granola bar with apricot, walnut, and coconut flavors, sold in 12-bar packs.
• Caramel Apple Jr. Granola Cereal (8oz/pouch) Junior cereal featuring real Granny Smith apples, rich caramel, sea salt, whole grains, nutritious seeds, dates, and honey; sold in 8oz pouches at $5.50 per pouch.
• Chocolate Banana Jr. Granola Cereal (8oz/pouch) Junior cereal with real banana pieces and cocoa folded together with whole grains, nutritious seeds, virgin coconut oil, dates, and honey; sold in 8oz pouches at $5.50 per pouch.
• Chocolate Cherry Jr. Granola Cereal (8oz/pouch) Junior cereal featuring real cherry pieces and cocoa with whole grains, nutritious seeds, virgin coconut oil, and honey; sold in 8oz pouches at $5.50 per pouch.
• Mango Strawberry Jr. Granola Cereal (8oz/pouch) Junior cereal with real mango and strawberry pieces folded together with whole grains, nutritious seeds, and virgin coconut oil; sold in 8oz pouches at $5.50 per pouch.
• 1% for Kids Donation Program Brand-level program in which 18 Rabbits donates 1% of everything it makes to nonprofit partners (Girls Inc Long Island, Destiny Arts Center) that serve the 1 in 5 U.S. children who live at risk of hunger.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Girls Inc Long IslandminorOthersNon-profit partner receiving donations from 18 Rabbits' 1% for Kids program, which serves children at risk of hunger in the U.S.
• Destiny Arts CenterminorOthersNon-profit partner receiving donations from 18 Rabbits' 1% for Kids program, which serves children at risk of hunger in the U.S.
• Wildtime FoodscoreOthersParent company / manufacturer of 18 Rabbits products. Wholesale and customer care inquiries are routed through Wildtime Foods at 800-356-4458 Ext.106.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• MadeGood: MadeGood produces organic, allergen-free, nut-free granola bars and snacks targeted at school-age kids. It is the closest direct competitor to 18 Rabbits' Jr. Bars line in terms of ingredients, certifications, and school-channel positioning.
• Enjoy Life Foods: Enjoy Life makes allergen-free, gluten-free snacks (bars, cookies) for families managing food allergies. It shares 18 Rabbits' clean-label, allergen-conscious, family-targeted positioning across multiple retail channels.
• Purely Elizabeth: Purely Elizabeth sells organic, gluten-free granola and granola bars via DTC and wholesale. It competes head-to-head with 18 Rabbits in the adult granola and bar category with a similar premium, clean-label positioning.
• Bobo's Oat Bars: Bobo's produces organic, oat-based baked bars sold through natural and grocery channels. It is comparable in format (baked bars), ingredient philosophy (whole grains), and distribution mix (wholesale + DTC).
• GoMacro: GoMacro makes organic, vegan, gluten-free nutrition bars sold through DTC, natural, and grocery. It overlaps with 18 Rabbits on clean-label, organic positioning and on shelf placement in natural food channels.

Broad incumbents

• KIND Snakes (KIND Healthy Snacks): KIND is a broad-incumbent snack brand whose nut-based and fruit-based bars compete with 18 Rabbits' adult bar line across grocery, mass, and convenience channels. KIND's scale and distribution dwarf 18 Rabbits.
• Nature's Path: Nature's Path is an established organic cereal, granola, and snack brand sold through mainstream grocery. Its Kids and EnviroKidz cereal lines overlap with 18 Rabbits' Jr. Granola Cereal in organic, kid-targeted breakfast occasions.
• Annie's Homegrown (Annie's): Annie's (a General Mills brand) is a broad-incumbent organic kids' food brand with bars, cereals, and snacks. It competes with 18 Rabbits in the organic, kid-friendly snacking and cereal space via mass grocery distribution.

Emerging players

• Seven Sundays: Seven Sundays is a smaller DTC-first brand of organic, gluten-free muesli and granola. It is comparable to 18 Rabbits' bagged granola line in ingredient philosophy, premium pricing, and DTC e-commerce GTM.

Others

• Wildtime Foods: Wildtime Foods is the listed operational partner for 18 Rabbits (customer care, manufacturing/operations contact). It functions as an enabling/manufacturing relationship rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/18Rabbits
• Facebookfacebook.com/18Rabbits
• LinkedInlinkedin.com/company/18-rabbits_2

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 18 Rabbits