top of page

One Lick at a Time as Kiwi Cauliflower Ice Cream Startup Takes on America


EatKInda_TargetUS_Media_Slide

Most New Zealand food companies heading offshore begin with distributors, trade missions and sizeable marketing budgets. EatKinda has chosen a very different path. Co-founder Mrinali (Milli) Kumar has been doing what many founders only talk about, packing samples, attending startup events, fronting tasting tables, and personally introducing Americans to an idea initially sounding quiet absurd - cauliflower ice cream. Yet, as the smiles from Target's recent Brand Discovery Day demonstrate, one taste is often enough to change minds.


Founded by food technologist Mrinali Kumar and plant-based chef Jenni Matheson, EatKinda has deliberately avoided the expensive model of exporting frozen product from New Zealand. Instead, after validating consumer demand through repeated visits to the United States, the company secured U.S.-based manufacturing, effectively removing one of the biggest barriers facing frozen food exporters — freight, cold-chain complexity and cost. That shift transforms EatKinda from being a New Zealand exporter into a New Zealand intellectual property company with local American production.


The timing may be unusually favourable. EatKinda's reformulated U.S. recipe is designed to be free from dairy, gluten, nuts and soy while using cauliflower that might otherwise be wasted. According to Milli Kumar, around one in four Americans avoids at least one of the nine major food allergens, while nearly half of those consumers avoid two or more allergens, creating a substantial addressable market for products that remove compromise without sacrificing taste.


Rather than asking consumers to become vegan, EatKinda is positioning itself as simply another great-tasting premium ice cream that just happens to solve several problems at once.



ENDS:

Comments


TOP STORIES

1/165
bottom of page