BRAND SPOTLIGHT
CRAVINGS by Chrissy Teigen
In this brand breakdown we take a deep dive into CRAVINGS by Chrissy Teigen.
CATEGORY: BAKING MIXES
šBRAND OVERVIEW
Cravings by Chrissy Teigen is a bakeware and baking mixes brand that promises easy baking at home.
- The global baking mixes category will be worth an estimated $6.6bn by 2033, of which $2.24bn will come from the US. So itās no surprise thereās always new and exciting baking mixes coming to the market.
- Chrissy has perfected her own recipes over the years and wants to make them easy for the masses.
- Simply add an egg or some butter and consumers can create her favourite bakes in their own kitchen.
šLETāS GIVE SOME CONTEXT
- Chrissy Teigen, wife of singer-songwriter John Legend ā had already dipped her toe into the world of food. She had a food blog, So Delushious (which has since shutdown) and a number of cookbooks. She decided to turn her passion for food into something more.
- Cravings is a place where you can buy baking mixes, but also a host of other kitchen accessories, baking equipment, plates and more.
- She describes it as the ābig bustling kitchen where everyoneās invitedā.
- Chrissy works hard to create a food community/family through her brand. She says itās a no judgement zone, where both beginner and professional bakers are welcome.
š¢ BEHIND THE SCENES
- Headquarters: Los Angeles, USA
- Year founded: 2020
- Employee count: 15
- Purchasing Options: Online, in-stores
šĀ PRODUCT AND AUDIENCE SNAPSHOT
- Category: Baking Mixes
- Product: Cookie and cake mixes
- Product Range: Chocolate chunk cookie, banana bread and pancake/waffles mixes
- Innovation: Scrummy and easy-bake treats, as well as quality bakeware and kitchen accessoriesĀ
- Target audience: Amateur bakers, families
- Brand positioning: Family values, creating a foodie community, simple food that tastes great.
š§”Ā THIS GETS US EXCITED
- Chrissy has created a celebrity brand thatās made to feel like home. Her products reflect her passion for baking and her creativity.Ā
- She uses social media incredibly well. Thanks to her celebrity status, the brand has over 1.5m Instagram followers and an additional 500k across Facebook, YouTube and X. With hashtags like #BakeLikeChrissy, sheās created a food community
- The site offers a ton of recipes and food inspiration, and not just baking recipes either.
š¤Ā POTENTIAL BRAND CHALLENGES
- Brand identity is a potential problem. Cravings sells so many items, from food and plates, to pans and pyjamas. Chrissy explains she wants to create the whole vibe (the cookies and the blankets for movie nights), but in doing so, the brand is potentially spreading itself thin.
šSOME OF THEIR COMPETITION
- UK – Creative Nature Superfoods, Sweet Pea Pantry, The Bottled Baking Co., Supergood!
- USA Ā – Living Prana, Coconut Whisk
- Canada – Stellar Eats
- Europe – Impossible Bakers (Spain), Baetter Baking (Germany), Marlette (France)
š WHERE TO FIND THEM
- Retail – In stores across the US, including Bakerās, Dillons and Pick n Save
- Direct To Consumer -via the website
ā WHAT NEXT?
- A retail store of their own? Currently, Cravings is only available online or in stores such as Bakerās or Dillons. A store or bakery would allow local consumers to purchase a baking mix or even a baked good. Plus, the thought of meeting Chrissy Teigan would likely bring the masses
š§¢Ā Ā MEET THEIR TEAM
- Chrissy Teigen (on LinkedIn)
- Chrissy Teigen (on Wikipedia)
All data is correct at time of writing.Ā
SIGN UP FOR SKU-NEWS!
Stay ahead of the curve with SKU-news, your source for the latest updates on the most exciting global food and beverage brands.