Sarah Michelle Gellar startup announces closing of Series A funding

By Oliver Griffin October 27, 2016

Foodstirs, a business led by Buffy the Vampire Slayer star Sarah Michelle Gellar and PR expert Galit Laibow, and that focuses on re-traditionalizing the home baking experience, has closed its Series A funding, raising an undisclosed amount.  

The investment was led by Cambridge Companies SPG, Ken Wegner, Mucker Capital and Beechwood Capital, with several significant existing investors also participating. The new funding will support Foodstirs continued expansion into retail and online.

Laibow said, “We are thrilled to close this round of funding as it will help us advance our mission of modernizing home baking.  Our organic line of products contain clean & green direct-sourced ingredients that offer homemade-easy recipes everyone can enjoy and at an accessible price.

“In addition, it’s great to know we’ve brought on the right investment partners to assist Foodstirs with getting to the next growth stage.”

Since launch in October 2015, Foodstirs has successfully disrupted the baking category and delighted tens of thousands of customers. Their products are available at Whole Foods in the Northeast, Los Angeles based specialty grocery chain, Gelson’s, and on their own website at with many more outlets soon to come.

Gellar added, “It’s been a passion of mine to create a brand that not only offers the very best products but gives loved ones, including my family, the opportunity to connect.

“This raise is critical to enabling our expansion to more people and places.”

The current retail product line consists of three baking kits – Frosted Cake Pop, Celebration Cupcake, and Brownie Pop, and others.

Filipp Chebotarev, the chief operating officer (COO) of Cambridge Companies SPG, said, “We are excited to lead this latest round of investment for Foodstirs. We love working with great, smart entrepreneurs that are clearly disrupting a category.  They’ve got strong early traction and a clear plan for future expansion.”


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