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Key people at EatKinda.
EatKinda is a food technology company based in New Zealand that manufactures and distributes plant-based, allergen-friendly ice cream made from cosmetically imperfect cauliflower. The company formulates dairy-free, gluten-free, soy-free, and nut-free desserts packaged in fully home-compostable materials, which has prevented the use of over 45,000 plastic tubs. By utilizing surplus agricultural produce, the organization has successfully diverted more than 2,900 kilograms of raw cauliflower from food waste streams. EatKinda distributes its commercial product line through major retail and food service partnerships, including placements in Countdown supermarkets and a nationwide collaboration with Hell Pizza. Following its retail expansion across 120 supermarket locations, the enterprise gained international recognition when its chief executive was selected for the Forbes 30 Under 30 Asia list. EatKinda was founded in 2020 by Mrinali "Milli" Kumar and Jenni Matheson.
Key people at EatKinda.
EatKinda is a New Zealand-based startup producing premium vegan ice cream made from rescued cauliflower, offering a sustainable, indulgent alternative to traditional dairy ice cream.[1][2][4][5] The company serves consumers seeking allergen-friendly (no dairy, gluten, nuts, or soy), eco-conscious desserts that prioritize taste and texture without compromising on creaminess, addressing waste reduction and climate impact by repurposing surplus cauliflower.[1][2][3][4][5] It solves the problem of food waste and unsustainable dairy production while bridging indulgent treats and plant-based options, with early traction including distribution at all 77 Hell Pizza locations in New Zealand and plans for U.S. market entry in California by end of 2025.[3][4]
EatKinda was founded in 2020 by Jenni Matheson and Milli (Mrinali) Kumar after meeting at a startup weekend in Taranaki, New Zealand.[4] Matheson, inspired by using up garden vegetables, experimented with cauliflower as a base—initially for vegan cheesecake, which failed, but succeeded spectacularly as ice cream due to its neutral taste and ideal texture.[4] Kumar, studying food technology at Massey University, partnered with her to launch the brand focusing on premium vegan ice cream.[4]
A pivotal moment came in fall 2023 when the founders connected with San Diego State University (SDSU) professor Martina Musteen, leading to a student project that validated U.S. market demand, emphasizing taste over lifestyle trends for non-dairy desserts.[3] This research confirmed a "middle ground" positioning and spurred U.S. manufacturing and California distribution plans by late 2025, building on New Zealand success like Hell Pizza rollout.[3][4]
EatKinda rides the surging demand for sustainable, plant-based foods, capitalizing on trends like food waste reduction (e.g., rescued produce) and allergen-free innovation amid climate concerns and rising veganism.[1][2][3][4] Timing is ideal post-2020, with global plant-based dairy alternatives growing rapidly—cauliflower's versatility positions it against competitors like chickpea proteins, while U.S. validation highlights cross-border scalability.[3][4]
Market forces favoring it include consumer shifts toward taste-driven sustainability (not just ethics) and retail openness to novel items, as seen in Hell Pizza's nationwide adoption.[3][4] It influences the ecosystem by proving "upcycled" veggies can disrupt $80B+ ice cream markets, inspiring similar waste-to-indulgence models and accelerating food tech adoption in retail.[2][5]
EatKinda is poised for U.S. breakout with California launches by end-2025, potentially expanding flavors and retail partnerships if taste validation holds.[3] Trends like upcycled ingredients, compostable packaging, and premium plant-based desserts will propel growth, especially as climate regs tighten and consumers demand "better-for-you" indulgences. Its influence may evolve from niche innovator to category leader, humanizing sustainability through cauliflower's unexpected star power—proving eco-impact starts with what we eat.[1][2][4][5]
