In the US, Obsidian Holdings LLC has acquired the CraftyBaking website and its supporting social media from Sarah Phillips. The widely-praised website was started in 2000 and includes over 1,000 recipes and more than 100 tutorials and was described by The Guardian as “home to some of the best baking know-how on the net…”
Ms Phillips was a food industry professional, author of two prominent cookbooks, Healthy Oven Baking Book (Doubleday) and Baking 9-1-1 (Simon & Schuster), and a contributor to The New York Times and iVillage. She also founded the a baking mix company, Healthy Oven Baking Mixes, and is now producing a TV documentary about “The Future of Food.”
Obsidian Holdings is a newco created to acquire the CraftyBaking business. Its sister company is Mindful Health, LLC, whose three brands (Danette May, FitRise365 and Earth Echo) are said to “embody three pillars of health and wellness: healing foods, healing movement and healing mindset”. Mindful Health was started nine years ago and is owned by Craig Collins and Danette May. Terms not disclosed.
