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Hot Fries, Hotter Money

19h ago · 2 sources · funding

Frozen fries just got a $10M confidence boost. Jesse & Ben’s closed a $10M Series A led by Greycroft, with backing from Midnight Ventures, Willow Growth Partners, and some strategic names like Nicolas Jammet of Sweetgreen and Allison and Stephen Ellsworth of Poppi. The capital is fueling retail expansion, and the brand is already live nationwide at Whole Foods and Target.

The bigger story sits in the oil. The seed-oil debate has cracked open the door for a new wave of frozen fries, with beef tallow front and center in Jesse & Ben’s lineup. They are not alone. Folkland and Naked Fries have also entered the chat, all pitching a cleaner, more back-to-basics take on a freezer staple.

Timing helps. Frozen has been growing double digits, boosted post-pandemic as households expanded freezer space and rewrote the category narrative from processed and depressing to fresh and natural.

Why it matters. Freezer doors used to be where brands went to hide. Now they are where culture shows up. When a category gets both double digit growth and ideological momentum, capital follows. Fries are no longer just a side. They are a platform.

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, including their beef tallow SKU.
  • Other recent brand launches in the space 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
  • Series A
  • double digits

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