Functional foods are all the rage. The global superfoods market size grew at a CAGR of 7.6% from $177 billion in 2022 to $190 billion in 2023, with health-conscious consumers jumping on the bandwagon.
Known for their exceptionally high nutrient content, superfoods have been an integral part of traditional diets in various cultures for centuries. But the notion of superfood supplements did not gain traction in the modern era until the late 20th century, as people began seeking convenient ways to incorporate more nutrients into their diets without the need for extensive meal preparation.
Spicewell is a newcomer to the functional foods market. Created by tech veteran Raina Kumra in 2022, the company offers a line of Ayurvedic, plant-based functional seasonings that add 10% of your daily recommended intake of 21 vitamins and minerals to every half teaspoon serving of salt and pepper.
The “food as medicine” startup already is beloved by chefs and backed by experts such as Dr. Mark Hyman, Ann Veneman (former USDA and Unicef World Food Program), Ayurvedic doctors and founders of FlyByJing, Isharya, and actress Poorna Jagannathan. Goop employees and celebrities including Mindy Kaling, Ashton Kutcher & Mila Kunis, Freida Pinto and Taylor Lorenz are also fans of the brand.
Spicewell products have sold out eight times since launch, and are currently available in Singapore, Australia, the US and Canada. In Southern California, Spicewell is carried in Gelson’s markets and Erewhon and Farmshop, its first retailer.
According to the CDC, most Americans have a nutrient deficiency. Kumra created Spicewell to solve this problem with a simple swap for your regular salt and pepper. The superfood is made with vitamins derived from organic vegetables like kale, broccoli, and maitake mushrooms. All ingredients are clean, non-GMO, vegan, and gluten-free. And its been a priority to Kumra to ensure that packaging is compostable or fully recyclable.
“My life’s purpose has been to find the most creative solutions to problems at scale,” Kumra said in an exclusive interview with me. “I’ve done it in tech, media, and government, philanthropy and now in food, finding a solution to the nutrient gap we all face.”
The biggest challenge Kumra has faced is learning about an entirely new industry after being an expert in many other ones. “It has been humbling to have to ask for help and learn from the beginning, but it has also been a great stretch for my brain after 25 years in tech,” she says. “Getting out of my own way to ask these questions, ask for support and help and ask for money when it came time have all been personal challenges. From a business perspective, I have faced a whole new world of logistical problems that I never had to deal with in tech!”
To aspiring entrepreneurs, Kumra offers this advice. “Whenever you have that idea, make sure you gather people around you to help make a list of next steps to bring this idea into the world. There are a lot of great ideas, but execution and speed really matter. So if you have inspiration, grab it with both hands and don’t let it go.”
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