Supernatural Inc. Company Profile

Background

Overview

Supernatural Inc. is a woman-led company specializing in the production of all-natural, plant-based baking products, including sprinkles and food colorings. Founded in 2017 by Carmel Hagen, the company is headquartered in New York, New York. Supernatural aims to revolutionize the baking industry by offering vibrant, imaginative, and fun products that are free from artificial dyes and chemicals.

Mission and Vision

Supernatural's mission is to take baking back from chemical-laden conglomerates by providing 100% all-natural products that are just as vibrant and fun as traditional versions. Their vision is to become a household name and set a new standard in baking products, proving that natural ingredients can deliver the same excitement and color as their artificial counterparts.

Industry Significance

Operating within the food and beverage industry, Supernatural addresses the growing consumer demand for natural and clean-label products. By eliminating artificial dyes and chemicals, the company caters to health-conscious consumers and those with dietary restrictions, positioning itself as a leader in the natural baking products market.

Key Strategic Focus

Core Objectives

Product Innovation: Developing a diverse range of natural baking products that replicate the visual appeal of traditional items without compromising on health and safety.

Market Expansion: Increasing the availability of Supernatural products through strategic retail partnerships and expanding the brand's presence in both retail and foodservice sectors.

Areas of Specialization

Natural Sprinkles: Offering a variety of colorful, plant-based sprinkles that are free from artificial dyes and chemicals.

Food Colorings: Providing natural food colorings derived from plant-based sources, ensuring vibrant hues without synthetic additives.

Key Technologies Utilized

Natural Ingredient Sourcing: Utilizing plant-based ingredients to create products that are both visually appealing and health-conscious.

Sustainable Manufacturing Processes: Implementing eco-friendly production methods to minimize environmental impact.

Primary Markets Targeted

Retail: Supernatural products are available in over 1,300 stores nationwide, including major retailers like Sprouts Farmers Market.

Foodservice: The company has established partnerships with brands such as Milk Bar and Dr. Praeger's, supplying natural sprinkles for their offerings.

Financials and Funding

Funding History

Specific details regarding Supernatural's funding history, total funds raised, and notable investors are not publicly disclosed. The company has achieved significant growth through strategic partnerships and expanding its retail footprint.

Recent Funding Rounds

Information about recent funding rounds is not publicly available.

Utilization of Capital

While specific details are not disclosed, the capital raised is likely utilized for:

Product Development: Enhancing and expanding the product line to meet consumer demand.

Marketing and Branding: Increasing brand awareness and consumer engagement through targeted marketing campaigns.

Operational Expansion: Scaling production capabilities and expanding distribution channels to reach a broader market.

Pipeline Development

Key Pipeline Candidates

Rainbow Softies: A best-selling variety of natural sprinkles known for their vibrant colors and plant-based ingredients.

Fair-Trade Chocolate Softies: A new addition to the product line, offering chocolate-flavored sprinkles made with fair-trade ingredients.

Stages of Development

Supernatural continues to innovate and expand its product offerings, with new varieties and collaborations in development.

Target Conditions

The company's products cater to consumers seeking natural and clean-label baking ingredients, addressing concerns over artificial additives and dyes.

Anticipated Milestones

Retail Expansion: Supernatural aims to surpass a million jars of sprinkles sold by the end of the year, indicating strong market acceptance and growth.

Technological Platform and Innovation

Proprietary Technologies

Plant-Based Formulations: Developing unique blends of natural ingredients to create vibrant and safe baking products.

Sustainable Packaging: Implementing eco-friendly packaging solutions to reduce environmental impact.

Significant Scientific Methods

Natural Dye Extraction: Utilizing advanced techniques to extract colors from plant-based sources, ensuring product safety and vibrancy.

Quality Control Processes: Employing rigorous testing to maintain product consistency and safety.

Leadership Team

Carmel Hagen – Founder and CEO

Carmel Hagen founded Supernatural in 2017 with the vision of providing natural alternatives to traditional baking products. Under her leadership, the company has expanded its product line and retail presence, establishing Supernatural as a leader in the natural baking products market.

Competitor Profile

Market Insights and Dynamics

The natural and clean-label food market is experiencing significant growth, driven by consumer demand for healthier and environmentally friendly products. Companies like Supernatural are well-positioned to capitalize on this trend by offering products that align with consumer values.

Competitor Analysis

Hume Supernatural, Inc.: A manufacturer of personal care products, primarily focusing on chemical-free deodorants. Founded in 2019 and based in Encinitas, California, the company produces natural fragrances that are plant-derived, naturally occurring, and include probiotic ingredients.

Supernatural (TV Series): An American television series that aired from 2005 to 2020, focusing on two brothers hunting supernatural creatures. While not a direct competitor, it shares the name and has a significant cultural impact.

Strategic Collaborations and Partnerships

Retail Partnerships: Supernatural has expanded its retail footprint to over 1,300 stores nationwide, including all 386 Sprouts Farmers Market locations.

Foodservice Collaborations: The company has established key foodservice partnerships by providing natural sprinkles to brands such as Milk Bar and Dr. Praeger's.

Operational Insights

Supernatural's focus on natural ingredients and sustainable practices differentiates it from competitors. The company's commitment to quality and innovation positions it as a leader in the natural baking products market.

Strategic Opportunities and Future Directions

Supernatural plans to continue expanding its product line and retail presence, aiming to become a household name in the natural baking products sector. The company's dedication to sustainability and innovation provides a strong foundation for future growth and market leadership.