Whipnotic Swirls Into Target: ‘Flavored Whipped Cream [Is] Growing Like Crazy’

Whipnotic is rolling into Target this month, as the mass retailer expands its whipped topping set beyond private label. The startup – founded by sisters Lori Gitomer and Tracy Luckow – is slated to join store brand Favorite Day on shelves at 250 locations initially with plans to triple that footprint by year-end.

“We met the buyer… and she saw so much potential in flavored whipped cream. It’s growing like crazy at Target, and she really felt that they wanted to double down on that segment,” Luckow told Nosh.

Founded in 2022, Whipnotic features patented nozzle technology that adds a swirl of fruit juices and flavor essences to whipped cream. The brand’s innovative design and playful visual identity bring a fresh spin to a category long dominated by legacy players like Conagra-owned Reddi-wip.

Whipnotic is positioned as a premium product targeting health-conscious consumers with its gluten-free, keto-friendly and low-sugar attributes. At Target, Whipnotic’s Salted Caramel and Brownie Batter flavored toppings will retail for $6.99, while Favorite Day whipped dairy toppings sit at around $3.59.

“[Target is] very invested in the segment. They’re constantly growing the space for it. They’re putting end aisle displays, doing all kinds of fun seasonal things … so it allows us to be really creative and come with a lot of ideas as well,” Luckow said.

The brand initially landed on Target’s radar two years ago when the founders submitted information for one of the retailer’s accelerator programs. The buyer emailed the duo to request a meeting about a year ago, Luckow said.

Over the past year, the pair has prepared for such a partnership, investing in manufacturing to increase capacity and consolidate operations at a facility in upstate New York.

“We were making whipped cream in North Carolina. We were making nozzles in New Jersey. Things were all over the place, and shipping was happening all over the country just to make one unit,” Luckow said.

With the addition of Target, Whipnotic is sold in approximately 1,500 retail doors and is expected to reach 2,000 to 2,500 by the end of the year, Luckow said. Last year the brand landed distribution deals with Kroger, Bristol Farms and ShopRite.

Representing a $1.2 billion category in U.S. grocery, whipped cream has become a daily staple for many American households, spanning well beyond a topping for the occasional pie, ice cream sundae or hot cocoa.

“Our No. 1 usage is morning coffee at home,” Luckow said.