We invested in a yogurt machine. Well, technically we invested in a company that makes a yogurt machine. And that yogurt machine is now for sale at Wim Yogurt. This series of sentences probably deserves some backstory….
In 2015 we discovered that two NYC founders we knew well were working on a stealth hardware project and inquired if they’d tell us more. Shortly thereafter, during a visit to their culinary coworking space, they showed us a prototype. While even at that stage it was clear they had put tremendous thought into the engineering, design and branding, there were, you might say, some questions on our end. Homebrew had been pitched a number of “smart” consumer hardware devices and all had fallen short in one way or another. Most often the issue was overpriced hardware stuffed full of unnecessary technology only to deliver a product experience inaccessible to the mainstream consumer and only marginally better than the alternatives.
“Is frozen yogurt that big a market in terms of frequency,” we asked? “More than 45% of American adults eat frozen yogurt daily or weekly (which jumps to 90% at Monthly frequency),” they replied.
“But who wants a $999 yogurt machine which costs $10 each time you use it,” we pressed. “Way off,” the team chuckled. “The Wim machine itself is being introduced at $299 and each serving of yogurt is $3.00 a bowl.”
“Stuffed full of chemicals and sugar?” The team sighed at our assumptions. “High quality, natural ingredients with recipes created by a chef who previously worked at NYC’s famous Milk Bar. Absolutely tasty but with most servings landing between 100 - 150 calories depending on what type of milk you add, because you control whether it’s low-fat, whole milk or dairy alternative.”
“But you need to keep them frozen until use?” Again, quickly shot down. “Shelf stable my friend, shelf stable.”
And so on. We were in.
Over the next two years the Wim team delivered on their vision using just a fraction of the capital other kitchen tech devices have raised. And treated us to some of the most delicious Board meetings ever as we got to sample the latest flavors swirled by the latest prototypes. All of it - hardware and yogurt - has been made in the USA by a talented, cross-functional team. And it’s built with the average American household in mind, delivering healthier, cheaper frozen yogurt without the time, cost and hassle of having to leave the house (all of you parents know of what we speak!).
In a market landscape with lots of kitchen gadgets gathering dust or never making it out of the lab, we believe the Wim team has developed an appliance that fits into the lifestyles, and countertops, of many, many households. Now, along with our co-investors at Khosla Ventures and Shasta Ventures, we’re thrilled that their hard work can be shipped to your house. We’re already loving it in ours. Enjoy!