The Ripple Effect: Birch Benders

Before Birch Benders became a national breakfast brand, it started with a simple Colorado insight: pancakes should be easier, better and made with cleaner ingredients.

In 2011, Denver locals Matt LaCasse and Lizzi Ackerman were living in the heart of Colorado’s ski culture, where pancakes were a beloved breakfast staple. They loved the comfort and ritual of pancakes, but not the mess, time or artificial ingredients that often came with making them. Store-bought mixes felt uninspired, and homemade pancakes required more effort than most busy families, skiers and outdoor enthusiasts wanted to take on.

So Matt and Lizzi saw an opportunity to create something different: a clean-label pancake mix that tasted homemade and came together with just water.

Neither founder came from a food business background. They began by mixing ingredients by hand in their kitchen and testing recipes at local farmers markets. Those early markets became an invaluable testing ground, helping them understand what flavors, packaging and price points resonated with Colorado consumers.

A major turning point came when Lucky’s Market, a Boulder-based natural foods grocer, agreed to carry Birch Benders on its shelves. That early retail placement gave the young brand credibility and introduced it to a broader audience. Just as importantly, local retail feedback helped Matt and Lizzi refine their messaging, improve their product and better understand how to stand out in the natural foods category.

Innovation quickly became central to the brand’s growth. By hiring early operational support, the founders were able to spend more time developing new products and responding to emerging consumer trends. That focus helped Birch Benders expand beyond its original pancake mix into specialty lines including paleo, protein, gluten-free and keto, positioning the brand as a modern breakfast company in a category that had seen little disruption for decades.

As Birch Benders grew, Matt and Lizzi also tapped into Colorado’s broader natural products ecosystem. Through Naturally Colorado, formerly Naturally Boulder, they found mentorship, connection and support from founders and industry leaders who understood the challenges of scaling a values-driven food brand.

In 2014, Birch Benders was named a finalist in the Naturally Colorado Pitch Slam competition, an experience that helped sharpen the brand’s story and connect the founders with valuable mentors and peers. One of those connections was Justin Gold, founder of Justin’s Nut Butter, who became a mentor and friend to Lizzi. As she recalled, the Naturally Colorado community was filled with people willing to help as long as you were not a direct competitor.

That collaborative spirit helped Birch Benders move faster, make smarter decisions and build confidence as the brand expanded nationally.

By 2017, Birch Benders could be found in major retailers including Whole Foods, Kroger and Target. The company also expanded into frozen waffles and toaster items, bringing its playful, better-for-you approach to more breakfast occasions.

In 2020, Sovos Brands acquired Birch Benders, marking another milestone for one of Colorado’s breakout natural foods success stories. At the time, Birch Benders had 25 employees, was the No. 1 pancake brand in Whole Foods Market and had distribution in every Costco region in the country.

The brand entered another chapter in 2023 when Sovos Brands sold Birch Benders to Hometown Food Company, a portfolio company controlled by Brynwood Partners. With brands such as Pillsbury, Funfetti and Hungry Jack in its portfolio, Hometown Food Company offered Birch Benders expanded resources, distribution and support for continued growth in the breakfast and baking categories.

Birch Benders’ story shows what can happen when product innovation meets community support. From early feedback at farmers markets and Lucky’s Market to mentorship through Naturally Colorado, the brand’s growth was shaped by the collaborative spirit of Colorado’s natural foods ecosystem.

What began as a kitchen experiment became a national breakfast brand — and a reminder that when founders have access to the right community, a simple idea can rise far beyond its original aisle.