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’.