Musical brand

“It looks like food with a purpose”

Zac Efron’s down-to-earth approach to health and sustainability is Kodiak Cakes.

The former ‘High School Musical’ star has officially joined the whole-grain, high-protein foods company that was scooped up by private equity group L Catterton in a rumored $800 million deal dollars in 2021 as chief brand officer and new board member.

Kodiak Cakes began when current co-founder and CEO Joel Clark started selling homemade pancake mixes from a little red wagon at the age of eight, and quickly grew into one of the bakery brands the most renowned in the United States with annual sales reaching $200. million in 2020, according to PitchBook. With previous support from Sunrise Strategic Partners and Golub Capital, the company has diversified into several adjacent categories, including oatmeal and nutrition bars, over the years.

During an exclusive Zoom interview recently, Efron told me he’s been a lifelong Kodiak fan, actively incorporating its products into his diet and fitness routine, even on outdoor adventures. air. “Kodiak Cakes is an amazing company that offers comfort food made with great ingredients,” he said. “The fact that they have put a lot of effort into welfare, wildlife conservation and sustainability touches me. It looks like food with a purpose.

Kodiak Cakes has previously campaigned for funds for several Vital Ground Foundation projects aimed at conserving grizzly bear habitat and the ranges of other wildlife.

Partnership Business Plans

Over the past few years, the Hollywood actor has built a reputation for helping save the environment with Netflix
NFLX
series “Down To Earth With Zac Efron” which he produced in collaboration with his well-being expert friend Darin Olien, in which the couple explore various environmental issues around the world. Upon returning to California after filming Season 2 in Australia, Efron said he plans to build Kodiak Cakes not only from marketing, but also potentially helping with new product launches.

“One of the coolest things about our partnership is that I don’t just lend my name to the brand; they actually give me the opportunity to roll up my sleeves and collaborate on everything from new products to ideas like branded clothing and several throwback initials, all of which are a lot of fun,” Efron told me.

Efron has so far attended at least two Kodiak Cakes board meetings, and he describes the team as “a strong team with the best vibe ever”, vowing to continue championing healthy living. and active for consumers with busy schedules.

“I’m constantly on the move, that’s the truth. I’m lucky that a lot of my job is just taking care of myself, so I spend a lot of time prioritizing my adventures in nature and also fitness,” Efron told me. “If I’m not in front of the camera or if I’m not on set, I usually travel and find solace in nature. This is where Kodiak fits in well.

Future growth prospects

Kodiak Cakes is launching a Cubs line for kids, including frozen waffles and oatmeal, in hopes of competing with a growing number of healthier emerging products entering the mid-aisle, according to Clark .

With the integration of Efron, the company’s plan is to enter more categories while leading the core pancake mix market, where Kodiak Cakes is currently the number two brand.

“We saw an opportunity to bring more better-for-you desserts made with real ingredients, fresh butter, whole grains, added protein that taste awesome,” Clark said. “For the foreseeable future, what we want to be in the lead is pancake mix where we’re only about a point and a half of market share away from becoming the number one brand.”

Kodiak Cakes’ overall business grew 20% in revenue last year, and Clark expects a faster pace of growth and a significant increase in revenue by 2022.