Sarah Michelle Gellar is launching a new lifestyle brand, Foodstirs.
The line will go on sale in October. It includes three signature baking mixes for brownies, cupcakes, and cookies, as well as frostings and specialty food crafting kits that include decorative supplies and tools. All products are made with non-GMO ingredients and are free of artificial preservatives, flavors, and colors, according to People Weekly.
In addition to all of this, a portion of the proceeds from each sale will go to support charity, though the specifics of what charity have not been released.
The brand began after Gellar and one of her business partners, Galit Laibow, were baking with their daughters. “As Galit and I were at the store we were surprised to find a genuine lack of healthier options in the baking aisle,” Gellar said in her weekly newsletter. “Usually when I am in the supermarket there are tons of ‘better for you’ options but not this time. Being conscious of what I put not only in my body but my kids bodies I was concerned by all the ingredients listed that I could barely pronounce let alone recognize. We decided to bake from scratch, not the easiest task for two kitchen novices. While our kids were beyond thrilled with the final product, us moms were exhausted. That’s when Galit said why aren’t there curated boxes for these projects?”
This baking experience led to the idea of Foodstirs.
“Our whole idea is to bridge the gap between inspiration and execution,” Gellar said. “There’s really a great connection you only truly get when you unplug for a bit. And you realize cooking is so much more than just cooking — [it’s learning] math skills, language skills, motor skills, life skills and it’s confidence building because kids start to believe they can accomplish this stuff. The pride and confidence I see in my daughter [5-year-old, Charlotte] when she’s baking with me, is exciting.”
Cooking has become of a bit of a bonding activity in the Gellar-Prinze household, where Gellar’s husband, Freddie Prinze, Jr., went to culinary school.
“It doesn’t hurt that my husband went to culinary school and is an amazing chef,” Gellar said. “But I’m not, so it’s great to have this experience alongside my kids. He was always the chef and I was always the creative one. I’ll paint anything! It’s really brought our family together.”
Gellar hopes to eventually launch a line of kitchen tools for kids as well.
A new book is also in the works, set to be released by Hachette Book Group in the spring of 2017. The book is described as “a comprehensive, fun and inspiring guide to the art of food crafting from concept to execution.”
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