Sunday Supper

About the offering

Sunday Supper is a premium plant-based Italian frozen food brand that launched with a viral plant-based lasagna and is expanding into a broader lineup of Italian entrees and appetizers. The company is confirmed to launch 4 new SKUs in Whole Foods Market. Founded by a team with significant CPG experience—including Spencer Oberg from the Good Planet Foods founding team and Richard Klein who launched and sold Surface Magazine—Sunday Supper has attracted notable investors including vegan VC Ryan Bethencourt ($50K), TV star Daniella Monet ($50K), and author Gene Stone. The brand gained viral attention when Billie Eilish (125M followers) and Finneas (4.6M followers) sent Sunday Supper lasagna to 250 friends. The Wefunder campaign has raised $834,250 toward an $875,000 goal, with a note that only $124K of the broader $1.5M raise will come through Wefunder. The Problem The $60 billion US frozen food aisle is massive but has been slow to offer premium, plant-based versions of iconic comfort food dishes—particularly Italian classics like lasagna—that deliver restaurant-quality taste with clean ingredients. Consumers seeking dairy-free, plant-based, or allergy-friendly options have been underserved by existing frozen offerings that often compromise on taste, ingredient quality, or both. Meanwhile, making dishes like lasagna from scratch is labor-intensive and impractical for busy families, even those who want to eat better. The result is a gap between what health-conscious, environmentally aware consumers want (convenient comfort food without compromise) and what the frozen aisle currently provides. The Solution Sunday Supper produces premium, 100% plant-based Italian entrees and appetizers designed to deliver the taste and experience of traditional Italian comfort food without dairy or animal products. The product line started with lasagna and has expanded into additional entrees and appetizers, with 4 new SKUs confirmed for Whole Foods Market. Every product is built around two non-negotiables: taste and clean ingredients. The brand positioning emphasizes nostalgia, family gathering, and the tradition of the Italian Sunday meal—reframed for modern dietary preferences. Products are designed as heat-and-serve, removing the labor-intensive preparation that traditional Italian cooking requires. Business Model Sunday Supper operates as a frozen CPG brand distributing through retail channels, with confirmed placement in Whole Foods Market. The company produces premium plant-based Italian frozen entrees and appetizers positioned at a premium price point within the frozen aisle. No specific revenue figures, retail velocity data, number of current retail doors, margins, or pricing were disclosed. Traction The brand achieved viral visibility when Billie Eilish (125M Instagram followers) and her brother Finneas (4.6M followers) sent Sunday Supper lasagna to 250 friends—providing organic celebrity endorsement at massive scale. The company has confirmed a Whole Foods Market launch with 4 new SKUs. The Wefunder campaign has raised $834,250 toward an $875,000 goal (95% funded), demonstrating strong crowdfunding momentum. Notable investors include Ryan Bethencourt ($50K), a scientist, entrepreneur, and founding partner at IndieBio (the world's leading biotech accelerator) and CEO of Wild Earth; Daniella Monet ($50K), actress and co-founder of Kinder Beauty; and author Gene Stone. The broader raise totals $1.5M, of which only $124K comes through Wefunder, meaning approximately $1.376M has been raised through other channels. No specific revenue figures, retail velocity, number of current store locations, repeat purchase rates, or unit economics were disclosed. Market Opportunity The company references a $60 billion US frozen food aisle as its target market. The plant-based frozen food segment has been growing as a subset of this broader category, driven by consumer demand for cleaner labels, dairy-free options, and convenience. Sunday Supper targets the intersection of premium frozen meals, plant-based eating, and Italian comfort food—a niche within a massive category. No specific SAM or SOM estimates were provided. Team CEO Spencer Oberg was part of the founding team at Good Planet Foods (a plant-based cheese company) where he served as head of operations, bringing direct experience scaling a plant-based CPG brand from startup phase. Chief Brand & Product Officer Richard Klein launched and sold Surface Magazine, bringing brand-building and media expertise. Head of Marketing & Social Chris Hays has 15+ years leading brand growth, with previous roles as Brand Director at Farm Sanctuary and Chief Content Officer at PBS. The broader team is described as including people from Good Planet Foods, Miyoko's (a leading plant-based dairy brand), Beecher's (premium cheese), Surface Media, Beats, and Farm Sanctuary—though specific roles for these additional team members are not detailed.

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