Clean Label Dusting Company Unveils Three B2B Partnerships


NEW YORK – Supernatural, a woman-owned dusting and confectionery company, has entered into new B2B partnerships with Milk Bar, King Arthur Baking and SnackConscious. Supernatural products are made from vegan, RSPO-certified and plant-based ingredients, all of which are fully traceable. The company is on track to have 100% of its portfolio manufactured in the United States by the end of 2023.

In addition to the new B2B partnerships, Supernatural has named Milk Bar founder Christina Tosi to the brand’s board of directors. Ms. Tosi has been involved in R&D at Supernatural since the brand’s inception.

The new partnerships address a variety of needs, but will ultimately allow partner companies to claim full ingredient traceability and clean label assurance. Canadian company SnackConscious will start using Supernatural Nuggets in its birthday cake flavored protein balls and Milk Bar will incorporate them into various grocery products. King Arthur, which already has products featured in kits on the Supernatural website (and vice versa), will use the bulk sprinkles at its on-site cafe in Vermont.

“I’m thrilled to team up with Supernatural to bring a smarter pinch to Milk Bar customers across the country,” Ms. Tosi said. “I’ve been a fan of Supernatural’s offerings for so long and Carmel and I have bonded over our shared passion for making baked goodies accessible to all types of dessert fanatics.”

Source: Supernatural

Carmel Hagen, founder and CEO of Supernatural, originally launched the brand in 2017 as a single-ingredient organic coconut sugar company called Sweet Revenge. The company has since expanded to include a range of products, including many forms of allergen-free dustings, vegan frosting mixes, and white chocolate chips in a rainbow of plant-based colors.

In an interview with Flour milling and baking news, Ms. Hagen discussed the arc of the company from its inception to recently announced B2B partnerships. As a child, Ms Hagen recalled her mother being strict about excluding certain foods from their home – sugar being one of the biggest offenders, up there with artificial colors and hydrogenated oils. For a young Mrs. Hagen, who was “obsessed with baking,” these limitations created a huge hurdle when it came to decorating baked goods.

“I was just a kid who had this problem and it wasn’t my professional dream to go and fix it,” Ms Hagen explained. “You know, sprinkles and food coloring and everything that goes into the decorative side of baking has really always been a problem for anyone who’s a baker who puts (decorations) on their cakes or cupcakes…. Sprinkles don’t are not flour, yet they are ubiquitous and everyone wishes they were better.

The idea of ​​Supernatural found its roots early on, but it was decades later before Ms. Hagen started the business. Her career path was in the world of tech startups, but when it came time to take the next step – starting her own tech company – Ms. Hagen couldn’t go all the way.

“I took all my savings, bought my first coconut sugar palette, and started as a one-ingredient business,” she said. “I felt so much passion to be able to build a business in this specific area that I knew was so meaningful and useful to everyone, and then specifically solve the bakers problem that was only…decades behind. Everything else had come, every other ingredient had progressed, and then all of a sudden you just hit a wall when it comes to decorating.

After starting out selling fine coconut sugar which launched on Whole Foods Markets within six months of its debut, Ms. Hagen’s eyes turned to the decorative void she saw in the clean label market.

“The problem with sprinkles, the problem with food coloring, the problem with most pre-packaged frostings, they all still use ingredients that are not just controversial if you’re an ingredient, there are ingredients that are, like …everyone in America could tick a box and say, ‘I heard it’s bad,” she explained. “When (the better-for-you brands) try to use a pinch , trying to use color inevitably won’t be able to do it the traditional way because it ruins their ingredient promise, so it’s absolutely critical that brands like Supernatural come forward and some of those overlooked areas but supply chain reviews get a better-for-you makeover.

Initially available direct-to-consumer through the company’s website and select retailers nationwide, Supernatural began to attract the attention of better-for-you brands — like Chobani and Sweetgreen, both of which have partnered with Supernatural to limited-time offers – which were hitting the roadblock of decorative ingredients described by Ms. Hagen.

From 2020 to 2021, the company has seen an increase of more than 700% year-over-year growth in its direct-to-consumer business. Supernatural Chips, Frostings, Food Coloring and White Chocolate Rainbow Crisps are all free from the top nine allergens. This year, as Supernatural transitions to 100% manufacturing in the United States, the company is also completing the switch from a corn starch base to a tapioca starch base for the brand’s nuggets. According to the society, one in four Americans manage food allergies, spending up to $19 billion a year to purchase allergen-free foods.

“Where we’ve found success — where we’re still investing a little more and trying to get a little more data — it’s really the holiday baking season,” Ms. Hagen explained. “So all of this growth, it wasn’t growth that was fixed from January to December, it was from October to December.”

Focusing on this specific growth period, Supernatural is expanding distribution of its holiday lineup this year to include Sprouts Farmers Markets, Raley’s and Walmart.com in addition to its current distribution network.

“I’m so excited to see how the market responds to creative dusting options…I really think the cuter a sprinkle you can put on a product, (the more) it drives sales,” Ms. Hagen concluded.


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