Whipnotic 🍨

setting the scene

• a summer heat wave calls for nothing other than the greatest ice cream sundae of all time 🍨

• you buy your favorite pint, grab every topping in your pantry, and construct an ice cream monstrosity that looks like the Colorado mountain range 🏔

• however, something's missing, you need final component that would add color and flavor to take your creation over the top ⬆️

• this week's company has a new take on whipped cream that will level up your sundae 🎨

in a sentence

Whipnotic is a modern take on whipped cream that adds a colorful swirl of flavor to each can

• swirls: a patented nozzle infuses all-natural fruit juices and flavoring

• flavors: currently available in strawberry swirl, peach mango, fudge brownie, and vanilla salted caramel

bulleted version: Cool Whip and other whipped cream classics just aren't that cool; Whipnotic provides a colorful and flavorful product made to liven your ice cream social 🍦

the basics

• industry: cpg 

• headquarters: New York, NY

• year founded: 2022

• company size: 2 employees

• investors: 1st Course Capital, Blue Falcon Capital

• amount raised: $900K pre-seed

• business model: wholesale distribution

due diligence

what we like

• 📈 a modern take on a high-demand product: with the whipped cream market reaching up to $10.3 billion by 2025, the industry is due for an innovative solution

• 📊 consumer trends: while dessert will never go away, sweets are trending healthier; Whipnotic's low-sugar and natural take on a consumer staple is promising

• 💂🏼‍♂️ patent protection: Whipnotic's patented nozzle gives them the a competitive edge and opportunity to expand into other categories (think deodorant, sunscreen)

potential risks

• 🏆 winning shelf space: for emerging CPG brands, shelf space is crucial for gaining brand awareness, yet difficult to earn

  • but with early success at Citarella locations, Whipnotic is on track to whip the competition

• 🥛 dairy-free? while the product aligns with many consumer trends, dairy intake is on the decline and dairy-free alternatives could bring competition

• 💲 competition from legacy brands: dairy giants and snack conglomerates have sizable marketing budgets and R&D teams continue innovating their product offerings

founder profiles

• Lori Gitomer (CEO; prev. @ Creative Artists Agency, NBCUniversal)

• Tracy Luckow (President; prev. @ Sakara Life, Sabra, Danone)

• Elissa Harman (Advisor; additionally @ Meta)

comps

• Reddi-Wip 

• Cool Whip

• Cabot

• Natural (By Nature)

• Truwhip

why Whipnotic: Whipnotic creamed its initial launch last month and sold out in all locations; this strong start leads us to believe the company can take market share 🛒