Actress Stages Kitchen Revival

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Having conquered the undead, Buffy the Vampire Slayer’s next act involves trading in her wooden stakes for baking sheets and whisks.

Buffy, aka Sarah Michelle Gellar, last month launched Foodstirs Inc. in Santa Monica, a subscription service selling seasonal ready-to-bake kits to entice kids into the kitchen with their parents.

Co-founded by Gellar with PR executive Galit Laibow and former Martha Stewart Living editor Gia Russo, the three friends had tried to find simple, creative kits to get cooking with their kids but didn’t see anything they could use.

“When you look at the world of baking, it’s a little bit tired,” Gellar said. “We came to realize there’s definitely a hole in the marketplace we could fill with a creative, different and more modern approach.”

One kit includes brownie popsicles with organic glazes and naturally colored sprinkles. There’s also a Thanksgiving autumn cake loaf complete with dye-free food coloring, stencils and brushes to paint orange leaves on the frosting.

Subscriptions cost $20 a month for kits that come with recipes and all the fixings minus perishables. If you just want the mixes, it’ll cost $7 a month.

Thus far, Foodstirs has relied on word of mouth and social media to reach customers. But it doesn’t hurt to have Buffy behind the brand. The month-old business has just shy of 21,000 followers on Instagram.

– Marni Usheroff

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