Sarah Michelle Gellar Launches Kid-Friendly Baking Brand

Sarah Michelle Gellar has joined the ranks of celebrity retailers with her new venture, Foodstirs. The kid-friendly line will feature three signature baking mixes— all free of artificial preservatives, flavors and colors — for brownies, cupcakes and cookies, alongside frosting and food crafting kits complete with decorating supplies and tools.

According to People, Sarah was inspired to create the brand during a playdate with friend and Foodstirs co-founder Galit Laibow. They set up a baking day with their daughters, but couldn’t find a mix that was free of additives and artificial ingredients. So they decided to make their own.

“You realize cooking is so much more than just cooking – it’s math skills, language skills, motor skills, life skills and it’s confidence building because kids start to believe they can accomplish this stuff,” Sarah told People. “The pride and confidence I see in my daughter [5-year-old, Charlotte] when she’s baking with me is exciting.”

Sarah looks to Pinterest for “fun, food crafting projects,” so aspired to create a brand that offers easy and simple recipes that are actually attainable. “Our whole idea is to bridge the gap between inspiration and execution,” she said.

Foodstirs will be available online in October.