What Tovolo does

Tovolo is a Seattle-based consumer kitchen tools brand that designs and sells BPA-free silicone utensils, ice cream and frozen-treat tools, food-prep gadgets, baking accessories, and microwave essentials, targeting home cooks and families. Its core technology platform is the patented Flex-Core line, which combines a reinforced nylon core with flexible BPA-free silicone edges to deliver strength for heavy batters while enabling complete bowl, jar, and pan scraping; the material is heat-resistant to 600°F and is non-scratch on nonstick cookware. Flex-Core is registered as a trademark and is the foundation of an expanding SKU family that now also includes premium handle variants in stainless steel and wood, plus curated multi-piece utensil sets at higher price points.

Tovolo operates a hybrid direct-to-consumer and retail distribution model: its own e-commerce storefront at tovolo.com with free shipping over $50 and a 10% first-order email incentive, supplemented by Amazon marketplace listings and brick-and-mortar retail partners. Products are priced predominantly in the $6–$15 individual-SKU range with curated sets reaching $44.99–$59.99, and the catalog spans ice cream tubs and scoops, novelty ice molds, citrus tools, avocado and egg tools, olivewood utensils, baking tools, and silicone ice trays. Marketing is multi-channel across Facebook, Instagram, LinkedIn, Pinterest, email, and earned media in food and home publications such as Kitchn, Good Housekeeping, and Food & Wine.

The brand has been operating for 25+ years (founded circa 1999) and is privately held by parent company Dayglow LLC; CEO Nick Morrisroe is the lead executive referenced in product launch communications. The company is actively launching new collections in 2025 — including the Citrus Tools Collection in March 2025 at the Inspired Home Show and the ice cream tools and storage expansion in June 2025 — and is currently scaling within North America (US and Canada) with global shipping available from its own storefront.

Name

Tovolo

Legal name

Tovolo

Website

https://tovolo.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Tovolo is a Seattle-based consumer kitchen tools brand owned by Dayglow LLC that designs BPA-free silicone utensils, ice cream and frozen-treat tools, food-prep gadgets, and baking accessories, selling direct-to-consumer online, through Amazon, and in brick-and-mortar retail to home cooks and families.

Ownership category

akta.pro rank

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Tovolo generates revenue through direct-to-consumer sales of kitchen tools and utensils via its e-commerce platform tovolo.com. Products are sold at various price points ranging from under $10 to over $100 for premium sets, with standard e-commerce transactions.
2. Retail Distribution: Products are also distributed through third-party retailers including Amazon and other brick-and-mortar retailers, generating revenue through wholesale relationships.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Tovolo designs, manufactures, and sells physical kitchen tools and utensils for home cooks, including a patented Flex-Core line of BPA-free silicone spatulas, ladles, turners, and jar scrapers with reinforced nylon cores. The product portfolio also spans ice cream tubs and frozen treat tools, citrus and food prep gadgets, wood utensils, baking tools, and microwave accessories. Products are sold directly to consumers through the Tovolo e-commerce website and through Amazon and other retail partners.

Product overview

Tovolo is a kitchen tools brand owned by Dayglow LLC, offering a diverse portfolio of physical kitchen products organized into several categories: Ice Cream Tools & Storage (including Glide-A-Scoop Ice Cream Tub, Sweet Treats Tub, and ice molds), Flex-Core Silicone Utensils (featuring patented Flex-Core technology with nylon cores and flexible edges), Wood Utensils (olivewood and beechwood tools), Food Prep Tools (citrus tools, avocado tools, pizza wheels), Baking & Pastry Tools, and Microwave Essentials. The Flex-Core line is the flagship technology platform featuring BPA-free silicone utensils with reinforced nylon cores and heat resistance up to 600°F, while the ice cream collection represents a best-selling product line. Products are available in multiple colorways and material combinations including silicone-only, silicone with stainless steel handles, and silicone with wood handles.

Differentiator

Problem solved

Functional benefit

Brands

• Flex-Core®: Patented technology featuring reinforced nylon core with premium BPA-free silicone for kitchen utensils.

Products and services

• Glide-A-Scoop Ice Cream Tub Rectangular airtight insulated container designed to keep homemade ice cream fresh, featuring a scoop-guiding shape and non-slip base.
• Sweet Treats Tub White cylindrical container with silicone lid designed to prevent freezer burn, ideal for storing homemade or store-bought frozen treats.
• Flex-Core All-Silicone Spatulas Set of 5 BPA-free silicone utensil set featuring patented Flex-Core technology with reinforced nylon core for strength and flexible edges for complete scraping.
• Citrus Slicer and Wedger Yellow and white circular tool with evenly spaced stainless steel blades for slicing or wedging citrus fruits.
• All-in-One Juicer and Zester BPA-free citrus juicer with measurement markings up to 1.5 cups, stackable 3-in-1 components, and built-in zester.
• Tilt Up Ice Cream Spade Ice cream serving spade included in the ice cream tools collection expansion.
• Stainless Steel Food Traveler Insulated stainless steel food storage container offered as part of the ice cream tools collection expansion.
• Silicone and Stainless Steel Utensils Set of 6 Complete utensil set including ladle, slotted spatula, tongs, spatula, spoon, and potato masher with heat-resistant silicone heads.
• Beechwood Utensils Set of 6 Six wooden kitchen tools including spoons, spatulas, pancake turner, and slotted spoon for nonstick cookware.
• Olivewood Spoonula Smooth olivewood spoonula with shallow bowl and angled head for easy scooping, nonstick safe.
• Heart and Diamond Ice Molds Set of 4 Silicone ice molds creating gemstone-shaped craft ice for beverages.

Quantifiable outcome

• No wasted food - flexible edges scrape every bowl, jar, and pan completely clean
• +2 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Dayglow LLCcoreOthersTovolo is a kitchen tools brand owned by Dayglow LLC. The parent company owns and operates the Tovolo brand, which has been designing kitchen tools for over 25 years.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• GIR (Great Inventions Revealed): GIR is a premium silicone kitchen utensils brand whose Flexi-style spatulas and turners directly substitute for Tovolo's Flex-Core line in the same retail aisles and DTC channels.
• KitchenAid: KitchenAid sells utensils, gadgets, baking tools, and ice cream accessories alongside its small appliances via DTC, Amazon, and big-box retail. Closest peer to Tovolo's utensils-plus-baking-plus-ice-cream portfolio, with a much larger brand footprint.
• Nordic Ware: Nordic Ware is a heritage US bakeware and kitchen tools brand selling through DTC, Amazon, and retail. Comparable to Tovolo on baking/microwave tools and 25+-year-old brands with similar press footprint.
• Prepara: Prepara designs colorful, design-forward kitchen gadgets and tools sold via DTC and retail. Closely comparable to Tovolo's positioning, colorway strategy, and urban lifestyle aesthetic.
• OXO (OXO Good Grips): OXO is the dominant US kitchen tools and gadgets brand, selling across spatulas, food prep, baking, and storage through the same D2C-plus-retail-plus-Amazon mix. Tovolo competes head-to-head with OXO in silicone utensils and ice/frozen categories.
• Rachael Ray: Rachael Ray markets a branded kitchen tools line including spatulas, turners, ice cream tools, and gadgets. Directly competes with Tovolo on Amazon and in mass retail on similar price points.
• Chef'n: Chef'n makes single-purpose kitchen gadgets (citrus tools, avocado tools, choppers, pizza cutters) under its own brand via D2C and mass retail — overlapping almost product-for-product with Tovolo's food prep line.
• Joseph Joseph: Joseph Joseph is a design-led kitchen tools brand covering prep gadgets, utensils, and storage. Directly comparable to Tovolo's design-forward, color-driven silicone and food prep ranges and shares D2C-plus-retail distribution.
• Dreamfarm: Dreamfarm is an Australian kitchen gadgets brand shipping globally on Amazon and DTC. Comparable category mix (food prep, utensils, baking tools) and design-driven approach similar to Tovolo's.

Emerging players

• Architec Housewares: Architec designs innovative, single-purpose kitchen gadgets distributed broadly through Amazon and mass-market retailers. Overlaps with Tovolo's food prep and ice/frozen categories at similar price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Tovolo
• LinkedInlinkedin.com/company/tovolo
• Instagraminstagram.com/tovolo_us
• Pinterestpinterest.com/tovolo_us
• Xx.com/tovolous

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Tovolo