Sarah Michelle Gellar went from actress to wife to mom to entrepreneur in the food business with ease. And why wouldn’t she? She is Buffy Summers after all. In 2015, the mom of two co-developed Foodsirs, an organic, non-GMO baking kits and mixes company. Currently, the brand is in 7,500 stores across America and Gellar describes the experience as “surreal”. This new journey has been an adventure for Gellar but also her kids.
“I always joke with my kids like being an actor is a very abstract job. For the longest time my kids, because my kids are still little, they thought I got my hair and makeup done for a living and thought that was a job,” Gellar told PEOPLE magazine in 2017. “Now they watched us have an idea, create it, make it a tangible product and now when they go to the stores that we shop in all the time, they see it on the shelves, and that’s incredible to me. It kind of blows my mind.”
Gellar explains that Foodstirs is not just an easy and fast way to whip up treats. It also has the ability to people feel connected and empowered, check out their first digital campaign below which highlights that message.
“What are those moments when you really connect?” Gellar says. “It’s always around food and in the kitchen or at a table and baking just hold memories to me. There’s something about the smell of fresh baked cookies — it just takes you back to a simpler time and the fact that a smell just like that can trigger your entire body to let go.”
“More Flour to Ya” is a campaign that drills home the message that it’s all about “putting the power back in your hands”. Gellar goes on to say, “The power to be together, the power of baking and healing. While the video is funny and cute, it shows you, that’s real life. Those are the moments where we just connect and the memories happen.”
Sarah Michelle Gellar Is Tackling the $5 Billion Baking Industry
Alongside her co-founders Galit Laibow and Greg Fleishman, Foodstirs has become the fastest-growing organic baking mix brand since launching just three years ago. Fleishman told Inc.com that Foodstirs truly fits his recipe for a startup. “Where there’s a frenzy, I usually tend to look in the opposite area to uncover that next big idea.”. Moreover he has shown that the billion-dollar baking category is currently the third most frequently stocked household item, right behind cereal and milk. “Nobody is innovating in this category. If you look at popular Facebook groups, you see parents complaining often about not having baking mixes that are good for their children.”
Gellar credits her acting skills with the empowerment she feels as an entrepreneur. “As an actor, you spend your entire life marketing yourself,” she explained. “I already had this authentic relationship with my fans. So now when I say, ‘This is what I’m doing. These are the ingredients,’ they know I’m telling the truth.” Note that Foodstirs is still young when it comes to brand awareness, however Gellar’s future plans for the company are pretty bold. She hopes to have actual Foodstir stores in the new few years, or as Buffy would put it, “World domination.”