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BRAND SPOTLIGHT

STELLAR EATS

In this brand spotlight we take a deep dive into Stellar Eats.

Category: Baking Mixes

📖 BRAND OVERVIEW

Stellar Eats offers healthier treats that can be baked at home for a perfect bake every time.

  • A range of yummy flavours ‒ their baking mixes include chocolate cake, gingerbread cookies, coffee cake and pizza dough mixes.

  • For the health conscious ‒ the mixes are made with up to 8 natural ingredients, like dates, cocoa, almond and coconut.

  • Gluten-free, grain-free, plant based and paleo-friendly ‒ they’re designed for everyone.

  • Available in stores across Canada and USA ‒ like Whole Foods, Freshmart, Good Earth Markets, Sobeys. Their treats can be purchased at around 1,500 grocery stores.

🔍  LET’S GIVE SOME CONTEXT

  • Stellar Eats was set up by Stellar Vanstone ‒ and her two friends Michelle and Emma, but it was originally a food delivery company. The food delivery industry was too competitive, so they decided to think of another business idea.

  • Stellar had been a holistic nutritionist and wanted to create an easy-bake treat without all the additives and processed ingredients that some mixes contain. So Stellar Eats was born as we know it now.

  • They spent nights in a hired commercial kitchen ‒ they perfected their recipes to come up with the products that are known and loved today.

  • In 2020, Stellar Eats officially launched ‒ with just 4 products. It’s since been expanded to 11!

🏢  BEHIND THE SCENES

  • Headquarters: Toronto, Canada
  • Year founded: 2020
  • Employee count: 10
  • Investors: Saint Clair Partners (VC)
  • Purchasing Options: Direct to consumer, in-store in USA and Canada, wholesale

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Product: Gluten-free and healthy baking mixes with only the necessary ingredients

  • Product Range: Gingerbread cookie, chocolate chip cookie, fudge brownie, chocolate cake, banana bread, pizza dough mixes, and more!

  • Innovation: Easy at-home baking, quality ingredients with no nasty additives.
     
  • Target audience: Amateur bakers, parents, foodies that love a healthier treat

  • Brand positioning: Redefining flavour, accessible home baking, health conscious.

🧡 THIS GETS US EXCITED

  • Donations to charity – 1% of every Stellar Eats purchase is donated to a nonprofit of the consumer’s choice

  • From a wholesale perspective ‒ they have a huge 95% retailer reorder rate, meaning most of the stores they sell to are happy

  • They don’t just offer sweet treats ‒ but products like the pizza base too. Consumers could, of course, make a chocolatey pizza (all the rage at the moment), but it’s nice to have something different from cakes/cookies.

  • They purposefully avoid negative marketing language associated with healthier treats, like “skinny” and “guilt-free”. They’re about empowerment and not appearance.

🤔 POTENTIAL BRAND CHALLENGES

  • The baking mixes industry is a competitive one ‒ and standing out can be tough. They already have their USPs (gluten and grain-free, natural ingredients) but is this enough?

  • Making the mixes with vegan substitutes could alter the texture/appearance ‒ some of their bakes require butter and eggs. While some can be made with vegan egg substitutes, the texture could be affected.

🛒 WHERE TO FIND THEM

  • Retail – Available at Whole Foods, Freshmart, Sobeys and other stores across the US and Canada

  • Direct To Consumer – Via the website

  • Other – Wholesale

⏭  WHAT’S NEXT?

  • More flavours! We’d love to see more flavours from the team at Stellar Eats, including savoury snacks like bread mixes and even croissant mixes (not one you can usually find!)

  • Available at more stores in the US or Canada – or perhaps even further afield like the UK.

All data is correct at time of writing. 

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