👋, we're Supernatural!
We’re leading a parade for kitchen creativity, and reimagining the colorful ingredients that help chefs shine.
I was a kid who loved to bake colorfully, but my mom wasn’t a fan of controversial ingredients. When I grew up, those products still hadn’t changed, so I started Supernatural - a line of imaginative essentials for kitchen activities, made with ingredients you can get behind.
Carmel Hagen, Founder & CEO
No nasties.
Colors rule. Sprinkles are magic. But a lot of baking ingredients make perfectly good treats cringeworthy, and not just kinda. Artificial colors, preservatives and other controversial ingredients have ties to ADHD, illnesses and worse. So we went all-in on reimagining our favorite decorations from top to bottom, using colors from plants instead of chemicals, traceable sources, vegan and allergy-friendly ingredients, American manufacturing, and other meaningful improvements (it was about time).
High achievers.
The kitch: It’s hot, it’s happening, and it’s our job to help your culinary creativity shine. When we first set off on that mission, plant-based hues were as bold as an old couch. So we hunted hard for natural sources with strength. Followed the rainbow, you could say. And discovered colors that are 300% more concentrated, resilient and flexible than ever before. And trust us, this natural color train is just getting movin’.
Good vibes.
See that baby baker? That’s our founder, Carmel, reigning victorious at a Pillsbury bakeoff in ‘95. Did she win for talent, or for decorating the cake with their company logo? Unsolved mystery. But we do know those freewheeling, creative vibes are what Supernatural is all about. Sometimes we make blue ribbon treats. Sometimes we forget to add the baking soda. But the times we love it are all the time. That’s why we’re here.
Baking with friends.
You know what feels awesome? Spoons up. Phones down. Sneaking a taste. But first, ideas, and we’ve got you covered. Stay ahead of your next project with our instagrams, and share the stuff you’ve created there, too. And if you just want to unplug and freestyle? Hell yes. (But catch you on the flip side, probably holding a fork.)