What's Happening?
Jesse & Ben's, a frozen French fry brand founded by Jesse Konig and Ben Johnson in 2024, has successfully raised $10 million in Series A funding. This investment, led by Greycroft, is earmarked for expanding the company's retail presence, enhancing production
capacity, improving its supply chain, and launching new products. The brand distinguishes itself by offering seed-oil-free frozen fries, utilizing russet potatoes, grass-fed beef tallow, and avocado oil as alternatives to common seed oils. Initially launched in specialty stores like Sprouts Farmers Market and Whole Foods Market, Jesse & Ben's has since achieved a nationwide rollout at Target and secured placements in regional Costco rotations. The company reported significant growth, with sales increasing by over 1,100% in 2025 and projected growth of 300% to 400% in 2026. The founders aim to transform 'junk food into joy food' by offering comfort foods with simpler, more natural ingredient lists.
Why It's Important?
This funding round and the rapid expansion of Jesse & Ben's highlight a growing consumer demand for healthier, more transparent food options in the U.S. frozen food market. The brand's success with its seed-oil-free approach indicates a significant shift in consumer preferences towards products with fewer additives and alternative cooking fats like beef tallow and avocado oil. This trend could pressure larger, established food manufacturers to reformulate their products to meet these evolving demands, potentially leading to a broader industry-wide adoption of cleaner ingredient labels. The investment from Greycroft, a firm with consumer investment experience, and the involvement of notable entrepreneurs, further validates the market potential of this niche. For retailers like Target and Costco, stocking such brands helps them cater to health-conscious consumers and capture a segment of the market that prioritizes ingredient quality, potentially driving increased foot traffic and sales in their frozen food aisles.
What's Next?
With the new $10 million funding, Jesse & Ben's plans to significantly scale its operations. A large portion of the investment will be directed towards increasing production capacity and improving supply chain efficiency to meet the rising demand from its expanding retail footprint. The company also intends to launch new products, such as sweet potato tallow fries and crinkle-cut beef tallow fries, which have already shown promise in initial tests. Audrey Burger, formerly of Primal Kitchen and Kraft Heinz, has joined as founding president, indicating a strategic move to strengthen management for future growth. The brand's continued expansion into national retailers and its focus on product innovation suggest it aims to solidify its position as a leader in the premium frozen potato category, potentially challenging established brands and further influencing the clean-label movement in the broader food industry.
Beyond the Headlines
The success of Jesse & Ben's reflects a deeper cultural shift in the U.S. food landscape, where consumers are increasingly scrutinizing ingredient lists and seeking alternatives to highly processed foods. The emphasis on 'seed-oil-free' products taps into a broader wellness movement that questions the health implications of certain industrial ingredients. This trend extends beyond frozen fries, influencing categories across the grocery store. The brand's narrative of turning 'junk food into joy food' resonates with consumers looking for guilt-free indulgence, suggesting a redefinition of comfort food that prioritizes both taste and health. This development could lead to a more competitive market for food transparency and ingredient quality, potentially fostering innovation and healthier options across various food sectors as companies strive to meet the demands of an increasingly informed and health-conscious consumer base.
