Cravings by Chrissy Teigen

What Cravings by Chrissy Teigen does

Cravings by Chrissy Teigen is a privately held consumer packaged goods (CPG) company founded in 2021 by celebrity and cookbook author Chrissy Teigen, headquartered in Los Angeles. The company produces boxed baking mixes — including cookie mixes (chocolate chunk, miso snickerdoodle, golden peanut butter), mochi pancake and waffle mixes, and complete cake kits (carrot, key lime, vanilla sheet, banana bread) — alongside pasta sauces, with the majority of products carrying clean-label certifications (Non-GMO Project Verified, Kosher). Underlying product differentiation rests on three proprietary technology pillars: a sweet rice flour-based mochi pancake mix delivering chewy-fluffy texture; miso-sweet flavor profiles fusing Asian culinary influences with Western baking; and all-in-one cake kit systems packaging dry mix, glaze, and frosting to eliminate ingredient sourcing. Distribution runs through a Shopify-based DTC e-commerce site, the Amazon marketplace, and over 3,000 retail outlets spanning Target, Kroger and its regional subsidiaries (Fred Meyer, Smith's, City Market), Sprouts Farmers Market, Albertsons, and Safeway.

The business operates a hybrid revenue model: one-time e-commerce and retail unit sales on baking mixes priced at $11–14, premium cookware bundles ($80 Better Baker Set), a recurring Cravings Crew subscription at $7/month or $77/year providing exclusive recipes and member content, and limited-time brand licensing collaborations such as the May 2026 Noodles & Company menu partnership. Its customer base is consumer-direct — home bakers, families seeking convenience, and Chrissy Teigen fans — with no disclosed enterprise customers. Marketing is celebrity-driven across Instagram, email/SMS, a recipe content blog, Amazon Prime Day promotions, and event sponsorships (Cayton Children's Museum We All Play, June 2026). The company is founder-owned with no disclosed institutional funding, no parent company, and no disclosed M&A activity.

Name

Cravings by Chrissy Teigen

Legal name

Cravings by Chrissy Teigen

Website

https://cravingsbychrissyteigen.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Cravings by Chrissy Teigen is a celebrity-founded CPG company producing clean-label boxed baking mixes, cake kits, and pasta sauces, sold direct-to-consumer online and through 3,000-plus retail outlets including Target, Kroger, and Sprouts Farmers Market.

Ownership category

akta.pro rank

Product category

Packaged Baking Mixes and Consumer Packaged Food

NAICS

Cookie and Cracker Manufacturing (311821), Bakeries and Tortilla Manufacturing (3118)

SIC

Cookies & Crackers (2052), Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Baking & Dessert Mixes (Brownie, Cookie Mixes, Frosting) (CRADABAN)

akta.pro secondary industries

Baking Ingredients & Desserts (Flour, Mixes, Frosting, Gelatin) (CRADAAAD), Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Boxed baking mixes
• Consumer packaged food
• Celebrity food brand
• Cake kits
• Pasta sauces

Headquarters

HQ city

Los Angeles

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, Personnel, Operations

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through the company's Shopify-based website, offering baking mixes, cookware, and merchandise with standard e-commerce fulfillment and shipping
2. Cravings Crew Subscription: Monthly or annual subscription membership providing access to exclusive recipes, premium cooking content, and members-only features. $7.00/month billed quarterly or $77.00/year
3. Retail Distribution: Wholesale distribution of baking mixes and pasta sauces through major retailers including Kroger, Sprouts Farmers Market, and over 3,000 total retail outlets nationwide
4. Brand Licensing & Collaborations: Limited-time menu collaborations and brand partnerships with food service companies like Noodles & Company, generating licensing revenue and expanding brand reach

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Cravings by Chrissy Teigen produces and sells boxed baking mixes (cookie mixes, mochi pancake and waffle mixes, cake kits), pasta sauces, premium silicone bakeware, and cookbooks under a celebrity-backed brand. The company also operates Cravings Crew, a paid subscription membership offering exclusive recipes and members-only content. Products are sold direct-to-consumer via the brand's Shopify site and through over 3,000 retail outlets including Target, Kroger, and Sprouts Farmers Market.

Product overview

Cravings by Chrissy Teigen is a food and lifestyle brand that started in 2021 with cookbooks and cookware, expanding into a CPG (consumer packaged goods) business. The core product portfolio consists of boxed baking mixes organized into three main categories: Cookie Mixes (Chocolate Chunk, Miso Snickerdoodle, Golden Peanut Butter), Pancake & Waffle Mixes (Strawberry Mochi, Buttermilk Mochi), and Cake Kits (Carrot Cake, Key Lime Cake, Vanilla Sheet Cake, Banana Bread). The company also offers the Better Baker Set—a premium bakeware collection—and pasta sauces at select retailers. A Cravings Crew subscription provides premium recipe access. Products are distributed online through the company's Shopify store and Amazon, and in over 3,000 retail outlets including Kroger, Sprouts Farmers Market, Target, and other major retailers.

Differentiator

Problem solved

Functional benefit

Products and services

• Baking Mixes Collection A line of boxed baking mixes including cookie mixes, pancake and waffle mixes, and cake kits. Non-GMO Project Verified and Kosher certified, requiring minimal added ingredients (typically eggs, butter, and/or water).
• The Perfect Chocolate Chunk Cookie Mix Cookie mix made with fudge-y, melty semi-sweet chocolate chunks, sea salt, and vanilla flavor. Produces salty, sweet, crispy, chewy, and gooey cookies. Makes 12, 4-inch cookies. Just add egg and butter.
• Sweet & Salty Miso Snickerdoodle Cookie Mix Butter cookie mix blending a buttery, cinnamon-free dough with savory miso and a hint of ginger, topped with a sparkling miso honey sugar mix. Produces soft and chewy cookies with golden edges.
• Golden Peanut Butter Bliss Cookie Mix (John's Glorious Golden Cookie) Peanut butter cookie mix featuring crispy cornflakes, chewy oats, golden brown sugar, and peanut butter powder. Inspired by John Legend, requires adding egg yolk and butter.
• Strawberry Mochi Pancake & Waffle Mix Gluten-free pancake and waffle mix made with real strawberries and sweet rice flour. Produces light, fluffy, and springy pink pancakes. Just add eggs, milk, and butter.
• Buttermilk Mochi Pancake & Waffle Mix Pancake and waffle mix made with real buttermilk and vanilla. Delivers chewy-meets-fluffy texture with golden, springy results. Just add water.
• Chrissy's Ultimate Banana Bread Mix Banana bread mix based on the viral recipe from Cravings: Hungry for More cookbook. Rich, moist, and chocolatey with banana flakes pre-mixed. Dairy-free option. Makes one loaf or approximately 12 muffins.
• Sweet & Sticky Carrot Cake Kit All-in-one cake kit featuring the carrot cake from Chrissy's wedding. Includes spiced cake mix, sticky buttery glaze packet, and fluffy icing mix. Moist, warmly spiced cake loaded with real carrot pieces and crunchy walnuts.
• Heavenly Coconut Key Lime Cake Kit Cake kit bursting with key lime flavor in both cake and glaze, balanced with velvety coconut. Includes glaze mix and coconut flake packets. Rich yet light texture.
• The Better Baker Set Premium bakeware set featuring 2 large silicone trays, 2 small silicone trays, 4 matching lids, and 1 carbon steel tray. Oven safe up to 450°F. BPA, BPS, PTFE, PFOA, PFOS free.
• Pasta Sauce Pasta sauces available at Sprouts Farmers Market and other retailers. Featured in recipes on the website such as Corn & Truffle Sauce and Spicy Miso Alfredo Sauce.
• Cravings Crew Membership Subscription membership offering unlimited access to exclusive recipes, premium cooking content, saved favorites, and members-only cooking content. Priced at $7/month or $77/year.
• Cookbooks Cookbooks including Cravings: All Together. The company started with cookbooks and cookware in 2021 before expanding to baking mixes and pasta sauces.

Quantifiable outcome

• Available in over 3,000 retail outlets
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Cayton Children's MuseumminorGTM or Marketing Partner · 2 June 2026Cravings by Chrissy Teigen participated as a brand partner in the museum's We All Play fundraising event in Santa Monica, CA. The event raised over $84,000 for PLAY4ALL memberships serving underserved children and families. Cravings contributed products, sponsorship funding, and programming activities.
• Noodles & CompanyminorGTM or Marketing Partner · 6 May 2026Limited-time menu collaboration launched May 2026 featuring a Chicken Artichoke & Asparagus Rigatoni entrée inspired by Cravings by Chrissy Teigen products, available nationwide through May 31. Partnership combines comfort food offerings with Chrissy Teigen's baking brand, timed for Mother's Day to drive engagement.
• TargetcoreChannel Partner/ Reseller/ DistributorMajor retail distribution partnership placing Cravings products (baking mixes, cake kits) in Target stores nationwide. Products visible on Target website and available for in-store purchase. Multiple Cravings products featured including Carrot Cake Kit and Heavenly Coconut Key Lime Cake Kit.
• KrogercoreChannel Partner/ Reseller/ DistributorMajor grocery chain partnership for retail distribution of Cravings boxed baking mixes and pasta sauces through Kroger stores nationwide.
• Sprouts Farmers MarketcoreChannel Partner/ Reseller/ DistributorSpecialty grocery retailer partnership for distribution of Cravings baking mixes and pasta sauces through Sprouts stores, with 7 Utah/Nevada locations confirmed in store locator.
• AlbertsonsminorChannel Partner/ Reseller/ DistributorRegional grocery chain partnership for Cravings product distribution through Albertsons stores in Utah (Saint George and Washington locations confirmed).
• Fred MeyerminorChannel Partner/ Reseller/ DistributorRegional grocery chain (Kroger subsidiary) partnership for Cravings baking mix distribution through Fred Meyer stores in Idaho (Twin Falls, Pocatello, Idaho Falls, Boise, Meridian, Nampa).
• Smith'sminorChannel Partner/ Reseller/ DistributorKroger subsidiary regional grocery chain with extensive Cravings distribution across Utah, Idaho, Nevada, Wyoming, Montana, and Colorado (60+ locations confirmed in store locator data).
• SafewayminorChannel Partner/ Reseller/ DistributorRegional grocery chain partnership for Cravings baking mix distribution through Safeway stores in Nevada (Lovelock, Fallon, Sparks, Hawthorne, Reno).
• City MarketminorChannel Partner/ Reseller/ DistributorRegional grocery chain (Kroger subsidiary) partnership for Cravings product distribution through City Market in Moab, Utah.
• AmazoncoreChannel Partner/ Reseller/ DistributorE-commerce marketplace partnership for online sales of Cravings products, with participation in Amazon Prime Day promotions offering up to 30% off select items.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• King Arthur Baking Company: King Arthur is a premium baking flour and baking mix brand with national grocery and DTC distribution; competes in the same premium clean-label baking mix category and overlaps on pancake, cookie, and cake kits.
• Krusteaz: Continental Mills' Krusteaz is a leading shelf-stable baking mix brand (pancakes, cookies, muffins) sold across U.S. grocery and mass channels — directly competitive with Cravings' boxed baking mix portfolio.
• Kodiak Cakes: Kodiak Cakes makes whole-grain, protein-rich pancake and waffle mixes, baking mixes, and cookies sold in U.S. grocery and club channels; directly overlaps Cravings' pancake and baking mix SKUs.
• Miss Jones Baking Co. Miss Jones sells clean-label baking mixes, frostings, and cake kits in grocery and DTC; closely comparable in clean-label positioning and cake/cookie mix product format.
• Simple Mills: Simple Mills is a clean-label, better-for-you CPG brand selling baking mixes, cookies, crackers, and pantry staples at Target, Kroger, Sprouts, and Whole Foods — a near-direct match on positioning, channel, and product format.

Broad incumbents

• Pillsbury: Pillsbury (General Mills) is the dominant incumbent in U.S. baking mixes (cookies, cakes, pancakes) with massive shelf presence, distribution, and trade-marketing power — sets the competitive bar for category leaders.
• Bob's Red Mill: Bob's Red Mill is a leading baking ingredients and mixes brand with deep natural and conventional grocery distribution; relevant incumbent benchmark for clean-label baking products.
• Betty Crocker: Betty Crocker (General Mills) is a top-tier legacy baking mix and cake brand with national grocery presence across cookies, cakes, brownies, and frostings; a broad incumbent whose shelf share defines the category.

Emerging players

• Partake Foods: Partake Foods is a smaller, clean-label allergen-free cookie and baking mix brand sold at Target and other grocers; comparable emerging brand in the better-for-you baking mix niche.
• Oat Haus: Oat Haus is a clean-label baking-adjacent CPG (granola spreads) brand sold in natural and conventional grocery; relevant emerging peer tracking the better-for-you baking pantry trend with DTC and retail presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/cravingsbychrissyteigen
• Facebookfacebook.com/CravingsbyChrissyTeigen
• LinkedInlinkedin.com/company/cravings-by-chrissy-teigen

Compliance5 records

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 Cravings by Chrissy Teigen