Whipnotic is putting a new twist on whipped cream, using its patented technology to dispense a creamy whipped topping with flavor-infused swirls and all-natural colors. The New York-based startup delivers an entirely reimagined multi-sensory whipped cream experience, revolutionizing the relatively unchanged whipped cream market.
Whipnotic is the first swirled whipped cream that uses its patented technology to dispense an all-natural color and infused swirl with the press of the nozzle. And unlike some whipped creams on the market, Whipnotic uses fresh ingredients, including real cream, natural colors and fruit flavors that are keto-friendly and gluten-free.
While innovation in the sector has remained stagnant, whipped cream is a rapidly growing industry projected to reach $10.3 billion by 2025 and grow at a compound annual growth rate (CAGR) of 4.2 percent. Yet, for an industry that continues to grow, the actual whipped cream product has not progressed in the past 75 years. Whipnotic is here to change that.
“We’re putting the power of creativity at your fingertips and whipped cream is the perfect blank canvas for this highly sensorial experience,” said Tracy Luckow, co-founder and president of Whipnotic.
The brand is led by Luckow and her sister Lori Gitomer, along with fellow founder and adviser Elissa Harman. Whipnotic earned a patent for its innovative delivery system and is also a certified member of The Women’s Business Enterprise National Council (WBENC). The WBENC’s national standard of certification is a meticulous process designed to confirm the business is at least 51 percent owned, operated and controlled by women.
In 2018, around 200 million Americans consumed whipped cream. Given that this market is highly competitive in the US, Whipnotic will be competing with many established brands as well as multinational players entering the market. Some of the companies operating in this market are ConAgra, Nestlé and Fonterra Co-operative Group Limited.
Due to the growing demand for pastries, cakes and other desserts in international markets, these companies are expanding their facilities and product portfolios. Manufacturers are introducing healthier versions of products following global health trends, including plant-based, low cholesterol and lactose-free.
Whipnotic will also be competing with non-dairy whipped topping products made from ingredients like coconut, soy, oat, hemp and almond milk, which are popular sources of animal-free alternatives. Not to mention, since consumers have become increasingly aware of the environmental benefits of non-dairy alternatives, dairy sales have dropped substantially in recent years.
Despite the competition it will face in the dairy and non-dairy whipped cream sectors, Whipnotic has already caught the eyes of venture capital firms before hitting the market. To date, Whipnotic has secured nearly $1 million in funding in three pre-seed rounds led by 1st Course Capital and Blue Falcon Capital.
This market-disrupting whipped cream will be available in four flavors — Fudge Brownie, Peach Mango, Strawberry Swirl and Vanilla Salted Caramel. Available in seven-ounce cans, Whipnotic will begin popping up in retail stores on the East Coast this summer, starting with the Strawberry Swirl and Vanilla Salted Caramel flavors.