Sundays
Setting the Scene
For over a century, Oreo has been the go-to cookie for millions of households.
The cookie’s taste and versatility make it easy to get carried away, by:
Dunking dozens of cookies in milk to test the perfect ratio.🥛
Devouring half a batch of slutty brownies.👩🍳
Separating the cream from each cookie to make a sugar snowball. ❄️
It’s all fun and games until the sugar rush kicks in. 🤯
This week’s company has created a sugar-free version of the world’s most famous cookie.
We consumed two boxes while writing this feature, and we can confirm that there was no sugar high.
In a Sentence
Bulleted Version:
- Similar to how Magic Spoon has improved the health profile of household cereals, Sundays has transformed Oreos with health-conscious ingredients. 🥣
The Basics
- Headquarters: Victoria, BC
- Employee Count: 1 full-time and 6 part-time
- Investors:Spacestation Investments
- Funding amount: $375K pre-seed
- Business model: DTC, wholesale direct, wholesale distribution
- Early traction: Raving customer reviews, 60% DTC gross margin, launched on Amazon and sold out in 8 days
Due Diligence
WHAT WE LIKE
🍪 Filling a market need: The growth of the $5b sugar-free cookie market is driven by demands for cleaner, functional products and product innovation that sustains taste.
A massive market combined with Oreo’s outperforming customer retention metrics sets Sundays up for success.
🤩 Brand recognition: With bold, nostalgic packaging and familiar products, Sundays builds brand recall, which will help the company bring in repeat customers and launch new products.
⏰ Cookie timing: After Oreo Zero’s unsuccessful launch in China, the cookie giant will likely refrain from launching the zero-sugar alternative in new markets.
Sundays has an opportunity to create a leading sugar-free creme cookie in North America as Oreo invests elsewhere.
POTENTIAL RISKS
😳 Taking on the giant: It’s no easy task to recreate the well-funded, fan-favorite, and innovative cookie that brought in $4b in sales in 2022.
🛒 Crowded aisle: Sundays competes with health-focused cookie brands, creme cookie alternatives, and CPG conglomerates for high-demand shelf space.
🍳 Oreos for breakfast? Sundays must educate consumers on the nutritional benefits of its creme cookies to shift the connotation of the cookie from an indulgent dessert to a health-conscious snack.
Founder Profile
Jody Polishchuk, CEO: Previously founded The Juice Box (acquired by Spud.com) and Yooga.
Comps
Highkey: backed by Maximum Effort
Catalina Crunch: backed by Blue Collective, Prehype
Why Sundays
Why Sundays: With three years of R&D to reimagine a popular product, consumer adoption of no-sugar products at an all-time high, and an eye-catching brand to compete on the shelves, Sundays is on track to make its Oreo Zero a sweet success. 😋
