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Will TV Actress’s Bake Mix Venture Upset The Bake Mix Market?

February 28, 2017: 12:00 AM EST
TV actress Sarah Michelle Gellar launched the company Foodstirs two years ago to create memorable baking experiences, but also to “disrupt the $4.7 billion baking-mix category.” Gellar’s company is offering USDA-certified organic, full-gluten products that use “biodynamic sugar,” Equal Exchange fair-trade cocoa and identity-preserved heirloom flour. Foodstirs kits start at $14.99, and come with all ingredients and directions to make desserts like Brownie Pops and Celebration Cupcakes. Subscriptions of three-months, six-months and one-year, range from $59 to $215. Coming soon: pancake mix and vanilla icing mix.[ Image credit: © Foodstirs.com ]
Barbara Booth, "How Sarah Michelle Gellar Intends to Slay the $4.7 Billion Baking-Mix Industry", CNBC, February 28, 2017, © CNBC LLC
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