From Wikipedia, the free encyclopedia
Jump to navigation Jump to search
FoundersGalit Laibow (CEO)
Sarah Michelle Gellar
Greg Fleishman (President)
Area served
United States
ProductsDry baking kits and mixes
WebsiteOfficial website

Foodstirs is an American cooking and lifestyle company that produces baking kits and mixes for sale online, by subscription, or in select stores.[1] The kits contain only organic and non-GMO ingredients and are intended to be "kid-friendly" to prepare. One of the company's co-founders is actress, Sarah Michelle Gellar.[2][3] It is headquartered in Santa Monica, California.[4][5]

The company was named to the CNBC Upstart 25 list in February 2017.[6]


Foodstirs was founded by Galit Laibow, Greg Fleishman, and Sarah Michelle Gellar in Santa Monica, California in July 2014.[7] Laibow first came up with the idea to make organic, kid-friendly baking kits and mixes in 2013. She showed the kits to other parents (including Gellar) at her children's school, which spurred Gellar to become a co-founder. The two then presented the idea to Fleishman, an accomplished entrepreneur who immediately signed on as a co-founder. In July 2015, the company raised an undisclosed amount of money in seed funding from an investor group that included Mucker Capital, BAM Ventures, and Third Wave Digital. The company was based in Mucker Capital's Santa Monica accelerator, MuckerLab.[7][4]

The first Foodstirs products were launched in October 2015 and were sold online and via subscription.[2] In the summer of 2016, the company's products became available in Whole Foods Markets in the Northeastern United States and Gelson's Markets in Southern California.[8][9] In October 2016, Foodstirs raised an undisclosed amount of money in series A funding from an investor group including Mucker Capital, Beechwood Capital, Cambridge Companies SPG, and Jel Sert President, Ken Wegner.[4][9][10]


Foodstirs sells baking kits and mixes that contain only organic and non-GMO ingredients with no artificial preservatives, flavors, or colors. There are three "signature" baking mixes which contain recipes for brownies, cookies, and cupcakes. The mixes also come with several frostings. The company offers a variety of specialty baking kits that come with decorative supplies and tools. All kits and mixes are designed to be kid-friendly (with parent supervision) and generally require six steps or less to complete. The kits and mixes are sold online, via subscription, or at 7,500 retailers nationwide including Starbucks, Whole Foods, and Amazon.[11][8][12][13]


  1. ^ Schawbel, Dan (7 September 2016). "Sarah Michelle Gellar: Being A Celebrity Made It Harder To Start A Business". Forbes. Retrieved 16 January 2017.
  2. ^ a b Johnson, Mary (2 November 2016). "Sarah Michelle Gellar's life after 'Buffy' is pretty sweet". Biz Women. Retrieved 16 January 2017.
  3. ^ Murphy, Shaunna (6 January 2017). "Sarah Michelle Gellar, dream mom, officially wears a "Star Wars" costume in the kitchen". Yahoo!. Retrieved 16 January 2017.
  4. ^ a b c "Foodstirs". CrunchBase. Retrieved 16 January 2017.
  5. ^ Thadani, Trisha (16 January 2017). "'Buffy' star Sarah Michelle Gellar rings Nasdaq closing bell". San Francisco Chronicle. Retrieved 16 January 2017.
  6. ^ Booth, Barbara (28 February 2017). "How Sarah Michelle Gellar intends to slay the $4.7 billion baking-mix industry". CNBC. Retrieved 4 March 2017.
  7. ^ a b Blakely, Lindsay (6 October 2015). "Sarah Michelle Gellar Becomes Latest Celebrity Entrepreneur With Foodstirs". Inc. Retrieved 16 January 2017.
  8. ^ a b Kolodny, Lora (16 January 2017). "Sarah Michelle Gellar on jumping from screen to startup with Foodstirs". TechCrunch. Retrieved 16 January 2017.
  9. ^ a b Ortenberg, Carol (26 October 2016). "Foodstirs Raises Funds & Adds Fleishman To Team". Project Nosh. Retrieved 16 January 2017.
  10. ^ Griffin, Oliver (27 October 2016). "Sarah Michelle Gellar startup announces closing of Series A funding". Startup Beat. Retrieved 16 January 2017.
  11. ^ "EXCLUSIVE: Sarah Michelle Gellar Launches Line of Baking and Food Decorating Kits". People. 8 September 2015. Retrieved 16 January 2017.
  12. ^ Handler, Rachel (13 September 2015). "With Foodstirs, Sarah Michelle Gellar Is the Latest Celeb to Launch a Lifestyle Brand". Vanity Fair. Retrieved 16 January 2017.
  13. ^ Jarvis, Rebecca; Dunn, Taylor; Scott, Erica (13 October 2016). "Buffy Bakes: Sarah Michelle Gellar on Entering 5 Billion Dollar Baking Industry". ABC News. Retrieved 16 January 2017.

External links[edit]