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Hot Fries, Hotter Money

23h ago · 3 sources · funding

Frozen fries just got a fresh check.

Jesse & Ben’s closed a $10M Series A led by Greycroft, with backing from Midnight Ventures, Willow Growth Partners, Nicolas Jammet of Sweetgreen, and Allison and Stephen Ellsworth of Poppi. The plan is simple. Pour fuel on retail expansion after launching at Whole Foods and Target nationwide.

The bigger story sits in the fryer.

The seed oil debate has cracked open a lane for a new wave of “healthier” frozen fries. Jesse & Ben’s is leaning in with a beef tallow SKU, and they are not alone. Folkland and Naked Fries have also entered the chat.

Meanwhile, frozen as a category is growing double digits. Post pandemic, households bought more freezer space and rewrote the narrative. Frozen is no longer depressed and processed. Now it is fresh and natural, at least in the marketing.

Why it matters. Center store is tough. Refrigerated is expensive. Frozen offers better margins, longer shelf life, and now a wellness halo. If consumers are rethinking oils and reading labels in the snack aisle, fries are fair game.

Peel it back and you see the play. Take a comfort staple. Swap the oil. Raise venture. Land Target. Suddenly the freezer aisle looks a lot like the natural snack aisle did five years ago.

Key facts

  • Jesse & Ben’s announced a $10M Series A led by Greycroft, alongside others like Midnight Ventures and Willow Growth Partners, and individuals like Nicolas Jammet (Sweetgreen) and Allison and Stephen Ellsworth (Poppi).
  • The raise is going towards their retail expansion having launched at Whole Foods and Target nationwide.
  • The conversation around seed-oils has allowed for a new wave of healthier frozen fries to come to life, with Jesse & Ben’s leading it, see their beef tallow SKU.
  • Other recent brand launches include Folkland and Naked Fries.
  • Frozen continues to be a hot category as it’s been growing double digits, mostly post-pandemic as households increased their freezer space and a narrative shift from depressed and processed, to fresh and natural.
  • $10M
  • double digits

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