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Down to Cook isn't accepting new investments

Down to Cook’s deadline was April 29, 2022

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Down to Cook

Nutritious plant-based ground meat alternatives that use whole, fresh vegetables
Women Founders Diverse Founders Food B2C Consumer Wellness
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$63,870
Raised
149
Investors
Successfully funded and closed on April 29, 2022.
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Problem Solution Product Traction Customers Biz. model Market Competition Vision and strategy Funding Founders
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Documents

Republic (OpenDeal Portal LLC, CRD #283874) is hosting this Reg CF securities offering by Down to Cook, Inc.. View the official SEC filing and all updates:
Official SEC Logo Form C SEC.gov
Company documents
Down to Cook Crowd SAFE Down to Cook Form C:A.pdf Down to Cook Form C.pdf
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Hear from some of the 149 people reserved or invested in Down to Cook


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Highlights


  • Plant-based, whole-foods based meat alternatives—just add a veggie!
  • Founded by a PhD formulation scientist, woman- and minority-owned
  • $250K revenue YTD in 2021, more than 10X growth from 2020
  • National distribution with Imperfect Foods and Misfits Market
  • Launching in Whole Foods in February 2022
  • Recent press in Forbes, Shape Magazine, Entrepreneur, SELF and more
  • $200K+ in funding to date from angel investors

Problem


The plant-based food movement has left a lot of people behind

The advantages of a plant-based diet—on the environment, disease prevention and overall wellness—are well documented. But not everyone who wants to eat plant-based can afford the plant-based meat analogs that are currently available. 

Furthermore, many of those fake meat products are surprisingly unhealthy—loaded with saturated fat and fillers, and over-processed to mimic animal-based products—even though the #1 reason consumers switch to plant-based diets is health.

Imagine the impact we could have by reaching a mainstream set of consumers that are looking for affordable and healthy plant-based options that meet their nutritional needs. 

Solution


Plant-based protein that’s rooted in veggies

Instead of engineering plant-based food that attempts to mimic animal products as closely as possible, we take a different approach: products that elevate vegetables to the center of your meal.

Our flagship product, Adda Veggie, transforms veggies into a delicious ground meat alternative by adding plant protein and texture that crisps and chews just like ground meat. We are building a new category of products that elevate produce into nutritionally-complete meals.

Adda Veggie is a dry mix that uses a base of fresh vegetables, which means:

  • An easier supply chain, so we can keep prices low.
  • A shelf-stable product, so you can always have it on hand.
  • You’ll enjoy the health benefits of eating fresh veggies!
  • Elevate your leftover veggies and say goodbye to household produce waste.

Product


Adda Veggie makes veggies the star of any meal

With Adda Veggie, simply add veggies to the mix to create a better-for-you plant-based protein which can be formed into patties, meatless balls or a crumble. Just add chopped or riced veggies, form, and cook—then swap in for the ground meat in your favorite recipes.

—

Adda Veggie was designed with versatility and inclusivity in mind. It works great with a variety of vegetables, and you can swap it in for the ground meat in a wide variety of cuisines and make it your own!

—

Adda Veggie is a specially designed, proprietary blend of pea protein, fiber, artisanal spices and textural ingredients. It adds a delicious chew and crisp to veggies to truly make them stand up as a center-of-plate protein. 

The combination of protein, fiber and texture, in addition to increasing veggie intake is supportive of managing certain diseases like diabetes, heart disease and cancer. The ability to choose your veggie and added fat makes it highly customizable for personal preferences and needs.

—

Adda Veggie currently comes in 4 flavors, with 3 more on their way in early 2022.

Traction


YTD 2021 sales are 10X total sales from 2020

In mid-2019, we began selling in local farmer’s markets to test and prove the product. Bolstered by glowing customer reviews, we launched our e-comm business in mid-2020. In 2021 we have started to take off: top line sales have grown 1300% YoY with over $250K in sales YTD as of October 1. We project $2.25M+ revenue in 2022 and $7M+ revenue in 2023 as we build to mass merchandisers.


  • Adda Veggie is sold nationally on the online grocery platforms Imperfect Foods and Misfits Market in addition to our DTC and Amazon channels.
  • We launched in local retail in 2021, and are available in 30+ natural independent retailers in the San Francisco Bay Area in addition to Good Eggs and Zero Grocery.
  • We were recently accepted into Whole Foods, and launch in 50 Northern California stores in February 2022.
  • We are re-launching our food service business (on hiatus since early 2020 due to COVID) and are currently in pilot in 5 universities (Cornell, Ohio State, Dartmouth, Cal Poly Pomona and Kent State).
  • Recognition in Forbes, Shape, Self Magazine, SELF, Well+Good and others.

Industry recognition


2020 NEXTY Award Finalist for Best New Pantry Item
Food Funded Investors Innovation & Impact Award
2020 Expo Pitch Slam Rising Star Award
Naturally Bay Area Pitch Slam finalist
Nosh Pitch Slam finalist
FoodBytes! Pitch 2021 competition for food system innovations

Customers


Our customers are ready to move beyond meat analogs

Our early adopting customers are vegetarians, vegans, and flexitarians who are committed to reducing their meat consumption for health and environmental reasons. But they’re growing tired of the existing fake meat solutions and want something healthier that is rooted in real, fresh food.

Since launch, we’ve received overwhelmingly positive feedback through Amazon and one-on-one customer interviews. Customers love how easy, healthy, delicious and veggie-forward our products are. Adda Veggie is particularly valuable for folks transitioning to plant-based diets. See for yourself:

Our target customer is the busy parent that wants to make healthy food for the family. Adda Veggie is the half-scratch meal solution that the whole family will enjoy—and will get kids to eat more veggies.

  • It’s quick and easy—as easy as boxed mac-n-cheese!
  • It’s delicious and the kids love it (they really do!).
  • It accommodates many allergies and food preferences (even the meat-eaters love it).

Business model


Growing in retail,
foodservice, and online

We are executing an omnichannel business strategy. As a versatile dry mix, Adda Veggie works well in:

  • E-commerce: Lightweight and ambient storage makes it cost-effective. Valuable partnerships with online grocers that sell produce.
  • Retail: Synergy with produce increases shopper basket size. Reinvigorating a sleepy center-store category. Pathway to accessible points of distribution.
  • Foodservice: Flexible so chefs can be creative and use it on the menu in a variety of ways. Reduces kitchen food waste.

Right now, e-commerce is our dominant revenue channel; our retail and foodservice channels will experience large growth in the next 2 years.

In 2021, 95% of our revenue is from e-commerce, driven by partnerships with online grocers and 100% YoY growth in our monthly Amazon sales. In 2022 we launch Whole Foods and expand our retail footprint. By 2023 retail will account for 50% of our revenue as we expand out nationally. Our foodservice channel, which has been on hiatus since early 2020 due to COVID, will start generating significant revenue in early 2022 with colleges & universities.

Our gross margins are 37%, and we’ve identified a pathway to 50% gross margin by 2023 with reduced labor and packaging costs.

Market


The #1 reason consumers buy plant-based is health

The global plant-based meat market is growing by 15% YoY and is projected to hit $27B+ by 2025. Consumers are adopting plant-based diets primarily due to health.

There is a massive untapped market—an estimated 52M US households—who seek healthy plant-based protein options that fit into their lifestyles. This is where we can grow to $50M+ within 4 years.

Protein mixes are just the start. We are building a new category of plant-based products that transform and elevate produce. With our omnichannel growth strategy, we project yearly revenues of $50M+ by 2025.

Competition


Adda Veggie can be the Hamburger Helper for vegetables

Adda Veggie is defining a new category of products that address an unmet consumer need: healthy and satisfying plant-based options that don’t break the bank.

At a total meal cost for a family of 4, Adda Veggie is comparable to Hamburger Helper—a brand that is still enjoyed by over 1M US customers every day. Just think of all the people we can bring into plant-based eating!

The plant-based protein competitors can be segmented into: refrigerated fake ground meat, shelf-stable protein crumbles, and frozen veggie burgers. Against each of those competitors, Adda Veggie holds an advantage:

Vision and strategy


Make healthy plant-based eating accessible to everyone

From day one, we have been a company on a mission to make the food system more equitable. We incorporated Down to Cook as a Public Benefit Corporation whose charter is to “make plant-based diets accessible, inclusive and equitable.” 

Our vision is to create an ecosystem of Adda Veggie products that incorporate vegetables around the plate. In addition to the center-of-plate Adda Veggie protein line, we have prototypes for Adda Veggie cheese mixes (just add sweet potato and bell pepper!) and Adda Veggie savory pancake mixes (just add leafy greens!). Our strategic plan is to build to accessible points of distribution with an affordable price-point on shelf.

Around this Adda Veggie ecosystem we will create a meal planning tool that empowers busy home cooks to eat plant-based food in a sustainable way. Instead of one-off recipes or products, this integrated solution can enable people to cook healthy, veggie-packed meals throughout the week, on a budget, without wasting any of their produce.

Funding


Raised $200K to date

Prior to our current Republic campaign, we raised a $215K pre-seed round in February 2021 from 4 experienced angel investors that are active in food tech, CPG, and social impact investing.

This June, we completed the ICA Accelerator—a program that supports early-stage, underrepresented founders with mentoring and capital. In September, we participated in the global FoodBytes! Pitch 2021 food and agriculture innovation program.

Today, we're raising growth capital on Republic to support our retail growth, foodservice launch and product line expansion in 2022.

Founders


Experienced entrepreneurs on a mission


Down to Cook is led by Founder & CEO Trishna Saigal, who is passionate about changing the landscape of who has access to nutritious food. She is a PhD formulation scientist who prior to Adda Veggie spent a decade as a food product developer, bringing 40+ products to market both for traditional CPG brands (Clorox, Hidden Valley, KC Masterpiece) and plant-based startups (Ripple Foods). It’s here that she saw the massive over-processing that went into mimicking meat & dairy analog products and the opportunity to create something better.

Joining Trishna on this journey is her husband Joseph Richards (COO & Co-founder), an experienced entrepreneur who exited a company in 2016. Joseph oversees operations, production and finance. He is a PhD statistician (from CMU, where Trishna & Joseph first met!) who prior to Adda Veggie co-founded Wise.io in 2012 and served as its Chief Scientist until the company’s acquisition in 2016 by GE Digital.

Together, we are on a mission to bring more people into the plant-based food movement. We are thrilled to invite like-minded individuals to be a part of the Down to Cook team!

Deal terms


Valuation cap

$6,000,000

The maximum valuation at which your investment converts into equity shares or cash.
Learn more

Discount

20%

If a trigger event for Down to Cook occurs, the discount provision gives investors equity shares (or equal value in cash) at a reduced price.
Learn more.

Minimum investment

$100

The smallest investment amount that Down to Cook is accepting.
Learn more

Funding goal

$1.07M

Down to Cook must achieve its minimum goal of $25K before the deadline. The maximum amount the offering can raise is $1.07M.
Learn more

Deadline
Down to Cook needs to reach their minimum funding goal before the deadline ( ). If they don’t, all investments will be refunded.
Learn more
Type of security

Crowd SAFE

A SAFE allows an investor to make a cash investment in a company, with rights to receive certain company stock at a later date, in connection with a specific event. · Learn more

Nominee Lead

Chief Executive Officer of Down to Cook, Inc.

Will direct the Nominee on certain matters like voting, amendments and conversions affecting the security.
Learn more

How it works

Documents

Republic (OpenDeal Portal LLC, CRD #283874) is hosting this Reg CF securities offering by Down to Cook, Inc.. View the official SEC filing and all updates:
Official SEC Logo Form C SEC.gov
Company documents
Down to Cook Crowd SAFE Down to Cook Form C:A.pdf Down to Cook Form C.pdf

Bonus perks

In addition to your Crowd SAFE, you'll receive perks for investing in Down to Cook.
Invest
$100
Receive
  • 50% discount on Adda Veggie for 1 month
Invest
$300
Receive
  • 50% discount on Adda Veggie for 1 year
Invest
$500
Receive
  • All of the above
  • Adda Veggie T-shirt - "Veggies. The original plant-based food."
Invest
$1,000
Receive
  • All of the above
  • Parent and child matching Adda Veggie aprons
Invest
$5,000
Receive
  • All of the above
  • Invitation to private Adda Veggie party in Berkeley, CA with other major investors
Invest
$10,000
Receive
  • All of the above
  • Invitation to Adda Veggie Early Access Program for exclusive samples of new Adda Veggie flavors plus the ability to influence new products before they launch.
Invest
$25,000
Receive
  • All of the above
  • Special Adda Veggie recipe created for you and shared via 1-on-1 video call with our founders
Invest
$50,000
Receive
  • All of the above
  • Dinner with the founders in the San Francisco Bay Area

About Down to Cook

Legal Name
Down to Cook, Inc.
Founded
Jan 2019
Form
Delaware Corporation
Employees
0
Website
addaveggie.com
Social Media
Headquarters
Google Map location of of Down to Cook
1416 Devonshire Dr , El Cerrito, CA
Headquarters
1416 Devonshire Dr, El Cerrito, CA, United States 94530

Down to Cook Team
Everyone helping build Down to Cook, not limited to employees

Profile picture of Trishna Saigal
Trishna Saigal
CEO & Founder
PhD in ChemE from Carnegie Mellon Univ., with a focus in formulation science. Has brought 40+ products to market at The Clorox Company and in plant-based dairy alts at Ripple Foods, where she led product development. Industry Fellow at UC Berkeley.
Profile picture of Joseph Richards
Joseph Richards
COO & Co-Founder
PhD in Statistics from Carnegie Mellon Univ. Fulbright Scholar and NSF Postdoctoral Researcher at UC Berkeley. Co-founded Wise.io in 2012 as its Chief Scientist thru its exit to GE Digital in 2016, where he served as VP of Data & Analytics.
Profile picture of Kirsten Tobey
Kirsten Tobey
Advisor | Co-Founder & Chief Impact Officer @ Revolution Foods
Profile picture of Karina Martinez
Karina Martinez
Advisor | CEO @ Avana Creative, Co-Founder @ New American Table
Profile picture of Asha Datta
Asha Datta
Advisor | CMO-In-Residence @ Smoketown, ex-Plum & Cora
Profile picture of Tara Delloiacono Thies, RDN
Tara Delloiacono Thies, RDN
Mentor | Owner & CEO @ Summit Nutrition Strategy Consulting
4 more team members
Trishna Saigal
CEO & Founder
Kirsten Tobey
Advisor | Co-Founder & Chief Impact Officer @ Revolution Foods
Joseph Richards
COO & Co-Founder
Karina Martinez
Advisor | CEO @ Avana Creative, Co-Founder @ New American Table
Asha Datta
Advisor | CMO-In-Residence @ Smoketown, ex-Plum & Cora
Tara Delloiacono Thies, RDN
Mentor | Owner & CEO @ Summit Nutrition Strategy Consulting

Press

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·
Jun 24, 2021

When you think of a summer barbecue, you probably conjure up a sunshine-filled backyard, lots of meats, and a sizzling gr...

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Jun 23, 2021

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Winter has passed, fool's spring is fooling us no longer, and the summer solstice is well within reach. And with all that...

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·
Apr 19, 2021

One of our newest offerings at Imperfect, Adda Veggie, comes to us from our friend Trishna at Down to Cook Foods. It's a ...

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Ica
·
Apr 2, 2021

Today we are proud to announce 19 new companies joining the ICA network: 11 companies are part of The Lab at ICA, our new...

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Foodbusinessnews
·
Feb 24, 2021

BERKELEY, CALIF. - Plant-based eating continues to gain momentum, but many popular alternatives on the market are offered...

8 Small Ways to Actually Cut Down on Your Food Waste
SELF
·
Feb 3, 2021

And you don't need to worry about taking a nutritional hit if you go for frozen over fresh: According to the USDA, the fr...

In Times of Uncertainty, Shelf-Stable, Vegan Foods Make C...
Entrepreneur
·
Dec 8, 2020

Opinions expressed by Entrepreneur contributors are their own. So many facets of our lives have dramatically changed sinc...

2021 Food Wellness Trends
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·
Dec 1, 2020

For many folks, the novelty of the quarantine kitchen has officially worn off: A September 2020 report by marketing firm ...

Why Down to Cook offers nutritious, easy-to-cook fare at ...
New Hope Network
·
Nov 25, 2020

Cooking at home every day during a pandemic is hard. Making these meals healthy, veggie-forward and inexpensive meals can...

3 pitch slam winners sparking natural products industry c...
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·
Nov 13, 2020

The 2020 Pitch Slam at Spark Change winners are in. A panel of natural products industry judges listened to 11 enthusiast...

4 companies honored for JEDI, climate missions at Food Fu...
·
Oct 23, 2020

The 10th annual Food Funded, conducted virtually on Oct. 6 and 7, hosted more than 400 food entrepreneurs and investors f...

A Word From Entrepreneur Trishna Saigal
The Whole Carrot
·
Oct 16, 2020

This is a guest post from Trishna Saigal, founder of Down to Cook Foods . To learn more about Trishna and her story, to o...

Announcing the 2020 Spark Change NEXTY Awards finalists
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·
Aug 25, 2020

Although the natural products industry wasn't able to convene at a traditional Natural Products Expo in 2020, product inn...

Cooking with More Veggies with Trishna Saigal of Down to ...
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·
Aug 18, 2020

What I wanted to do was help people cook with fresh veggies and give them a new tool that makes veggies the center of the...

Cooking with More Veggies with Trishna Saigal of Down to ...
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·
Aug 18, 2020

Listen to this episode from Unwasted: The Podcast on Spotify. Have you ever felt stumped by how to turn the random assort...

Unboxed: 9 plant-based products that rocked the Winter Fa...
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Jan 21, 2020

The plant-based movement continues to gain momentum as consumers become more conscious of the food they're putting into t...

2020 PITCH SLAM CELEBRATION THANK YOU & WINNERS | Natural...
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·
Jan 19, 2020

What an incredible gathering at our Naturally Bay Area Pitch Slam Celebration on Sunday, January 19, 2020! THANK YOU to e...

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Forbes

Today is the summer solstice, which means a new season has officially begun. Though the usual seasonal getaways aren't on...

11 Brands With Sustainable Practices To Check Out This Ea...
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Earth Day is this Thursday, April 22nd and while the annual event is always a great reminder to protect our environment -...

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Show all
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Down to Cook

Down to Cook successfully raised $63,870 from 149 investors on April 29, 2022
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Dee, Takashi, kevin, Hari, Paul, and 144 others invested. 38 Reviews
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