• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Skip to navigation
Close Ad

The Spoon

Daily news and analysis about the food tech revolution

  • Home
  • Podcasts
  • Events
  • Newsletter
  • Connect
    • Custom Events
    • Slack
    • RSS
    • Send us a Tip
  • Advertise
  • Consulting
  • About
The Spoon
  • Home
  • Podcasts
  • Newsletter
  • Events
  • Advertise
  • About

Tovala

May 28, 2024

Tovala’s Keeley Kabala: Success in Smart Kitchen Requires Listening to Your Customers

Back in 2016, an early-stage startup called Tovala appeared in just the second Smart Kitchen Summit Startup Showcase. Company CEO David Rabie showed off the first-gen oven and discussed the vision for a combination of a hardware appliance and a food subscription service.

Fast forward eight years later, and Tovala has become one of the true success stories in the smart kitchen, amassing a large and enthusiastic user base for its oven and an extremely high lock-in rate for its meal delivery service.

I caught up recently with Tovala’s COO, Keeley Kabala, to talk about Tovala’s business in 2024 and where he sees his company and food delivery going over the next decade.

One of the key takeaways for me was that Tovala still focuses heavily on adding value for its customers through its oven, even if that means enabling users to take advantage of the multi-function cooking automation that is one of the key differentiators for the Tovala. The company sells two models of oven today – a five-in-one and a six-in-one – and as of today they have over one thousand CPG products in the database that they can run scan-to-cook where the oven will have an optimised set of cooking instructions that can bring the different forms of heat (and steam) into the cooking process.

According to Kabala, many of those CPG products are available at Costco.

“Right now we have dozens of Kirkland products that can scan to cook right from the beginning,” said Kabala. “So people many times are leaving the store with scannable items that have cook cycles already programmed in for their oven to use.”

Not only does Tovala have scan-to-cook for Costco’s Kirkland brand items, but it is also selling its oven in select Costco, which Kabala believes will give them more exposure to different customer types, which will give them new data points around which to build product around customer preferences.

It’s this listening to customers, says Kabala, the is critical for their future success.

“If we’re willing to listen to our customers, they’ll give you a chance to iterate.” said Kabala. “If you don’t listen, you might not be around forever. It’s been great to see just how vocal people are, too. They really care. So they don’t hold back on their feedback. We just have to make sure we keep listening.”

You can watch the interview below as well as read the transcript of the full conversation.

If you’d like to connect with Keeley in person, he will be at the Smart Kitchen Summit next week. You can get your tickets at the SKS website.

A Conversation with Tovala's Keeley Kabala

Michael Wolf: All right, I’m here with Keely Kabala, not Keely Tovala, because it sounds like some people get that mixed up because the name sounds so familiar.

Keeley Kabala: Yeah, it’s got the same last few letters, but yes, it was named before I got here. I didn’t choose the name of the company, but it’s led to confusion and many jokes along the way.

Michael Wolf: And I imagine one of those jokers is David Rabie, the cofounder and CEO of the company I’ve spoken with. He’s been at Smart Kitchen Summit to some of it, but we’re excited to have you come out to Seattle in June to talk about what you guys are doing at Tovala. Tovala is a really interesting company because they are one of the real success stories in this idea of like bringing new technology into the kitchen. And also you have this interesting pairing with a food delivery service. You guys have really been a shining star in that space, combining a food delivery service with the hardware. We’ll talk about that in a little bit, but before we jump into like what’s going on with Tovala, tell us a little bit about your background and how you got where you are.

Keeley Kabala: Sure. My whole professional career has kind of been in the consumer appliance space. Did my very first internships at Whirlpool and Fellows, making appliances and paper shredders. I went over to Whirlpool full-time and had a variety of different interesting and challenging assignments all over the world. I got to live in Europe for a year, in China for a year, launched products and dishwashers, refrigerators. And interestingly enough, David and Brian, the other co-founder of Tovala, asked me to be their first employee in 2015. I didn’t understand the concept of Tovala and turned them down. And they asked me again a few months later and again a few months later. And finally, after they launched the Kickstarter and it became a little bit more real, I ended up joining the team as the VP of Hardware Engineering. And so, at that time, they had the Gen 1 oven, which had a lot of pros but also had a lot of cons. And my job was to work with the team to create what was our second gen oven. And it’s kind of the base for the two SKUs that we have right now. So we developed that in 2017, 2018, and it launched November 2018 and kind of has been our bread and butter on the hardware side ever since. And then on the ops side, I joined the food ops team kind of in a support role in early 2019. We were trying to figure out, we had just opened our own food facility on the South side of Chicago. And I kind of came over just a little advisement type role for our COO at the time on cost and quality and kind of just took over OPS along the way. And then, you know, we really started to explode in the back half of 2019. And it’s been a wild ride throughout the pandemic and opening food facilities along the way. But yeah, that’s been my Tovala journey. Originally, I came for the hardware side, and now I spend most of my time on the food side, but both teams report to me.

Michael Wolf: And you have that engineering mindset, obviously, build products throughout your career. And I would imagine that an engineering mindset really helps as you try to optimize the food delivery side and the operation side.

Keeley Kabala: Yeah, yeah, I think we have a good team of engineers that bridge both the oven and the food side. I think that’s probably one of our competitive advantages compared to just maybe a meal kit company that doesn’t have the engineering firepower that we have, whether it’s on the hardware side, the ops engineering side or the software side. You know, some of our engineers have developed very sophisticated thermal modeling to make sure our food is safe. And also the packaging is as light as possible for customers, based on zip codes, et cetera, et cetera, et cetera. And getting to work with them has been a good challenge. I think there’s, you know, one of our unique advantages is having the control of the food because we produce the food, ship the food, and then have the kill step and the quality control in actually the customer’s house because we’re using our, you know, chef curated cook cycles to cook the food. So it’s a good engineering systems problem to solve.

Michael Wolf: The current hardware, which like you said, is the foundation of what you helped build. One of the core ideas that I’ve always found with Tovala is it has steam, which I think obviously makes the food a lot better. You know, steam ovens haven’t really become widely deployed in consumer kitchens in the US but I think it really does make food better. So talk about, you know, the feature set within the oven and why it works so well with the food you guys deliver.

Keeley Kabala: Yeah, we have a five-in-one and a six-in-one. The five in one has the bake, the broil, the air fry functionality, as well as toast and reheat. And then, on our six-in-one, we’ve added steam. So steam is just another cooking mode that allows to preserve moisture inside of some of the more delicate food items to reduce browning for other delicate food items. And actually in many ways can help accelerate the cook because you’re getting the cooking from the steam surface and the heat transfer going through the food. So, you know, we’ve gone into air frying. We were kind of, I think, a little late to getting into air frying. We were debating that for a long time on the differences between it and, you know, just bake, convection bake. But we launched the air fry model that has the two feet speed fan. It gets really great performance. And then, you know, our six-in-one has the steam functionality that does really great on some of the bread items. case ideas. It comes out really great. The salmon turns out perfect when it’s with steam and then hit with the broil at the end. I think the true advantage is the multi-step cooking where you’re able to change modes and temperatures. And that’s what most of our, you know, Tovala cycles do, whether it’s the scan to cook groceries or the Tovala meals, or some of our customers who really enjoy cooking at home, they create sophisticated cycles on their own. Some people just like to hit bake 400, 15 minutes all the time. Others get a little bit more creative. They have a ramp up with an air fry to get the high velocity airflow in the oven, hit it with bake, and then the broil at the end to get caramelization or whatever the case may be. But yeah, I think our true advantage is the multi-step cooking.

Michael Wolf: And that pairing of your food or even CPGs with the scan to cook with the ability to switch to different modes makes it fairly unique. I think most people just buy something at Costco, put it in the microwave, or put it in their air fryer, and hit go. But you have all these five to six different elements that you can combine. So each food has its own essentially recipe around the cook. Apply a certain amount of heat, you’re gonna finish with this, add some steam, and that’s optimized for each food that you deliver to the consumer.

Keeley Kabala: Yeah, exactly. And it’s also from a food safety standpoint. So it’s a balancing act that our food safety team and our culinary team constantly are trading off on. It’s a unique spot for us to have that, one, that additional kill step in the home. But actually, quality control is something that we actually have. How the food turns out when you cook it, we control that in the person’s house. Most other meal delivery companies, your end result is determined based on how good of a chef you are. And we extend one layer further where our oven is cooking the cook cycles the way our chefs intend at the test kitchen here at HQ. And they’ve gone through several rounds of testing. And the important thing is pairing the protein with the side. And so you can cook chicken a bunch of different ways, but whether it’s paired with mashed potatoes or a rice pilaf or green beans, how it gets to that food safe temperature is going to be different. And so our chefs have to balance that out. And so that’s why each recipe has a unique cook site.

Michael Wolf: And you do work with stuff that people can buy at the grocery store because you have scan to cook. That to me is really helpful. And I think that would be something that consumers more broadly would like if, hey, I could buy something at the store and my cooking device can be optimized around what the optimal cook mode is for that. Maybe that’s a combination of like the food brand working with the appliance maker, but that isn’t really available today beyond like what you guys are doing. Is this something you think maybe more widely available in a 10 year time frame. Maybe that’s with a Tovala or another appliance where essentially the cook and the different elements of the cook can be applied in a more precise manner based on what consumers are putting into their cooking box.

Keeley Kabala: I think for certain customers, that’s definitely the case and definitely a benefit, like not having to check, not having to preheat. I think that’s the other thing that’s like one of our main advantages is anything we’ve scanned to cook in a Tovala, whether it’s a Tovala meal or a CPG type item where you scan the UPC, you set and forget it, you cook it from ambient heat. And so we’ve calculated the preheat and how the oven warms up into the cook cycle. And so I do think that’s another thing. It brings the convenience factor. If you had to always preheat your oven, then remember to come back 10 minutes later, put it in. It’s just one more step that I don’t think customers need or want to do. It’s really a non-value step to them. So we try to eliminate those. And then not every item is going to work. Not every oven item is ovenable. It can’t be cooked with the heaters. Some companies have very delicate packaging. And we don’t want them to melt, so that’s why we don’t pick everything that can be from CPG or from the frozen aisle. But there’s a lot. There’s over 1,000 items at this point in our database. We continue to add to them based on customer’s demand. There’s definitely times of days where this functionality is used quite often. And certain items, whether it’s snacks or breakfasts, are very prevalent use cases for these.

Michael Wolf: So looking forward, I imagine you think a bit about what the Tovala cooking side could look like in a long-term time horizon. Do you guys think you’ll continue to evolve the cooking appliance? Maybe in 10 years, will it be whether it be more automation or different modes of heating? Or do you think consumers just want a basic what you have today and just a little bit of change over time?

Keeley Kabala: I think, I mean, the biggest thing for us right now is, you know, for the history of our company, we’ve always been direct to consumer. And so people are coming to us more with a food need first. And very recently we started in retail. We’re in Costco now with our oven. And so I think we’re getting feedback from our customers on different things they want. So I think it’s like, based on where the starting point of the customer comes in, they’re going to want different functionalities, different capabilities, similar to when we went from the gen one to the gen two oven. You know, the gen one oven didn’t have a bake button on the front of it. We thought everyone wanted the super smart appliance, only app usage, and we very quickly got feedback that we needed to make some tweaks. And so we brought the functionality still in the app, but also to the front of the oven. You know, the gen one had a larger footprint. We needed to change the footprint size. The kitchen counters are so valuable in everyone’s home. We needed to make sure we were optimizing every square inch. And so going into retail now, we’re getting feedback. We’re very early into it. Only been a few months with Costco, but we’re seeing that there’s different functionalities, different features, different use cases. And so I think there will definitely be some tweaks in the hardware and the overall experience in general.

Michael Wolf: That Costco relationship is really interesting to me because when I think of Costco, they obviously sell appliances, but I go there mainly for food. I usually get the same things. You guys combine the oven with a kind of consumable. Once people buy the oven through a Costco, can they then pick up the Tovala food at Costco or would only be delivered to you guys, to them?

Keeley Kabala: So right now we haven’t started any food in retail. That’s on a roadmap of things to consider. Right now we have dozens of Kirkland products that can scan to cook right from the beginning. So people many times are leaving the store with scannable items that have cook cycles already programmed in for their oven to use. But right now we only sell ovens at Costco. But I think once again, this is our advantage we have is we have the opportunity to go into the other side of the store and start getting some of our products there for quicker trials for customers who aren’t familiar yet as much with Tovala as a food product and only are learning about us first time more on the appliance side.

Michael Wolf: And that’s interesting that you guys have worked with Costco. So some of the food items available at Costco, you can scan to cook. So they’re probably excited about that.

Keeley Kabala: Yeah, they’re super excited about that. I mean, not only are they getting to move our ovens through their store, but it’ll help them move some of their other products as well. And it just kind of brings some from newness and kind of a tech advantage that Costco didn’t have previously on the food side.

Michael Wolf: What are you most excited about when you think about the Consumer Kitchen five years down the road, 10 years down the road? What excites you about that space?

Keeley Kabala: I mean, I think in general, a way to reduce waste. So whether it’s personalization and understanding what people want to eat so they make sure they don’t buy or order the wrong stuff that ends up being wasted or better understanding of inventory management. But I think in general, both food and energy waste are still major opportunities in the kitchen space. And so whether it’s how people get their food, how much food they get, when they get their food, what food they get, I think are all still major opportunities across our business and other businesses. And then, you know, I have a large oven in my home. I worked for a company that made very nice large ovens. I only use the large oven now on Thanksgiving. Like there’s a lot less energy usage by having the right appliance for the right job. And I think for what I need normally, you know, Tovala answers that. I think there’s a lot of other really smart, compact kitchen appliances. And so I think adoption is, I think, been interesting to see, not just us, but other companies as well, you know, gain adoption. And the one thing I’ve always shocked by is how willing people are to try new things in the kitchen and are willing to take on early stage innovation because they are really trying to optimize the food that they eat, their time, and their space in their kitchen. And so that’s why companies like us and many others have existed and continue to get a chance to iterate. If we’re willing to listen to our customers, they’ll give you a chance to iterate. If you don’t listen, you might not be around forever, but it’s been great to see just how vocal people are, too. They really care. So they don’t hold back on their feedback. We just got to make sure we keep listening.

Michael Wolf: Great closing words, Keely Kabala with Tovala. Thank you so much for spending time with me today.

Keeley Kabala: Yeah, have a great day.

February 17, 2023

Tovala Debuts 5-in-1 Air Fryer, Its First Non-Steam Countertop Appliance

This week Tovala debuted a new countertop cooking appliance, the multifunction Tovala Smart Oven Air Fryer. The new appliance is the first new hardware from the company since it unveiled the second-generation smart steam oven in 2018.

Some readers may be thinking, ‘wait, didn’t Tovala release an air fryer last fall?’ Well, they did introduce air frying, but it was as a retrofit upgrade to the gen 2. Because the gen 2 Tovala had convection (a built-in fan for air circulation), they could add air frying through a software upgrade and an air fry basket.

With the new Smart Oven Air Fryer, they’ve built an entirely new appliance designed around its air fry capability.

“Our engineering team redesigned the oven’s airflow system by introducing a 2-speed motor, and a larger fan blade and vent in order to accomplish max air frying power in this oven,” said Maggie Condon, Tovala head of communications, in an email with The Spoon. “These adjustments allow for more air to circulate throughout the oven and around your food faster, creating a stronger, crispier air fry experience. With these changes, we introduced a designated Air Fry setting on the oven and in the Tovala App.”

With the release of the new air fryer, the Tovala gen 2 appliance – with its steam capability and retrofitted air fry function – has been renamed the Tovala Pro.

Interestingly, the new Tovala appliance is the first without steam capability, which has long been one of the most popular features of Tovala ovens. Judging by a recent conversation on a Tovala user group page on Facebook, some are confused about whether the just-announced Tovala has steam built in and how it compares to the now-renamed Pro version.

So why release a new appliance without steam? My guess is the company did it due to the popularity of air frying; even with the upgrade to the second-generation appliance, many customers still probably didn’t realize it had its new function since air frying was not on the function dial. With the new Tovala Smart Oven Air Fryer, the steam option goes away, and air fry has been added.

August 23, 2022

Suvie Introduces Third Generation ‘Cool to Cook’ Countertop Appliance

Today Suvie, a Boston-based kitchen appliance and food delivery startup, announced its third-generation cooking appliance.

The Suvie 3, which comes just a year and a half after its second generation cooking robot, features four major upgrades according to company CEO Robin Liss:

Smaller footprint. The Suvie 3 is 10% smaller than the previous generation. With its shorter stature, Liss says the Suvie 3 can now fit under most any kitchen cabinet.

Improved aesthetic design. The Suvie 3 features a lot of stainless steel and, compared to previous generations, looks more like a traditional countertop cooking appliance.

Increased cooking capacity. Even with a smaller exterior, Suvie squeezed in more cooking capacity. According to Liss, the new appliance has 36% more cooking volume than the previous generation.

“This means you can comfortably feed four plus adults with one meal cooked in the Suvie,” Liss said.

Cool to Cook is now available on all cooking modes. With previous generations, Suvie users could only schedule cooks with lower-temperature cook modes (sous vide, steam, etc). With the gen 2, the user needed to push a cook button on the appliance itself to initiate a higher temperature cooking mode (bake, broil, etc.). With the third-generation Suvie, users can remotely initiate cooking across all cooking modes.

Liss admits announcing a new generation cooking appliance less than a year and a half after they started shipping the current generation is a short turnaround. According to Liss, one reason is that hardware development cycles take a long time, and they felt they needed to start building the ‘what’s-next’ as soon as the new model ships.

“We knew people wanted a smaller device, and we knew customers wanted cool to cook in all modes, but we knew it was gonna take us some time to get those features designed and optimized.”

Liss and the Suvie team felt enabling cool to cook across all cooking modes would take some time to get the approval of industry safety watchers, so the company spent much of the past year and a half involved working closely with UL to make sure all-mode cool to cook got greenlighted.

And so now, the first batch of Suvie 3s will leave the factory in China next week. According to Suvie, those who order immediately should get their units within 5-8 weeks.

To start, the company will sell a bundled package that includes both the Suvie 3 main unit and the accompanying starch cooker for $799 (there was no re-design on the starch cooker). The company plans to eventually sell the Suvie 3 on its own for $399 with a subscription to Suvie’s meal delivery service. The company will also offer discounts on the latest model for past Suvie customers.

According to Liss, an “overwhelming majority” of Suvie users subscribe to the company’s meal delivery service. She says the company has sold over 15 thousand second-generation Suvies and the typical customer profile is a dual-income family with kids who are too busy to cook. While Liss wouldn’t disclose exact revenue splits, she told me that the company’s revenue is “roughly” half and half between its hardware and food business.

“We think that it’s good to have a balanced business with a strong appliance business and a strong meal business,” Liss said. “We do that because we think that to deliver some cutting edge technology, we need to have the customer interest to do these advanced features.”

Suvie’s focus on the continuous development of new hardware contrasts with Tovala, another cooking appliance/food delivery startup. While Tovala has done some minor modifications its current generation cooking appliance, the Chicago-based startup is essentially still selling the same oven it introduced four years ago. In about the same time span, Suvie has introduced three different models.

According to Liss, Suvie’s fast pace of hardware development is an essential part of its mission as a company.

“That’s the company we’ve built, which is different than a lot of hardware startups,” Liss said. “A lot of hardware startups at their core are really taking an existing product and maybe changing the design and adding some software to it. We decided that we wanted to change the way dinner was made. So we invented countertop, ‘cool to cook’ multizone appliances.”

It remains to be seen how existing Suvie customers will react to the announcement of a new generation appliance so soon after they received their gen 2 models, many of them over the past few months. Liss says the company will give discounts to existing customers who want to upgrade to the new Suvie model.

August 2, 2022

Scoop: Tovala to Roll Out New Steam + Air Fry Smart Oven This Fall

Tovala, a Chicago-based smart oven & food delivery startup, will roll out a new oven this fall called the Tovala Steam + Air Fry smart oven.

Technically, Tovala’s second-generation oven, unveiled in 2018, has convection built in (which acts essentially the same as air frying). Even so, the company hasn’t pushed the air fryer functionality in promotions or via specifically designed air fryer recipes up to this point.

Above: The email sent to select Tovala subscribers who received test units of the third-generation Tovala oven

But that looks like it will soon change. According to an email sent out to a limited number of selected beta testers, Tovala has sent out a beta test version of a new model with an enhanced emphasis on air frying. The email says that “a lot of chef brains and engineering talent went behind this latest model,” which potentially hints at some interesting new recipes and features for users of the new Tovala hardware. According to the email, the latest generation of the smart oven will begin shipping to customers this fall.

At this point, it’s unclear if the company intended for word of its third-generation smart oven to get out. After Tovala sent out the test units to backers, they then sent an email calling delivery of the units a “happy accident.” Some Tovala customers were told by the company’s customer support that the new oven is the same as the old one, only that they will be sending out “air fry baskets” for an additional fee.

Update: Tovala responded to our request and confirmed they are unlocking air frying capabilities through a software update and a new accessory in the air fry basket. According to Tovala, it will be the same model oven, but after the software update and the air fry basket is made available they will rename the model the Tovala Steam + Air Fry Smart Oven. The company also confirmed they are updating their scan-to-cook feature and plan to have 100 grocery items optimized for cooking with the basket.

January 4, 2022

CES 2022: As LG and Others Embrace Steam, Could 2022 Be The Year of Steam Cooking?

When asked at Smart Kitchen Summit in 2017 what appliance he was waiting for to make its way to the consumer kitchen, award-winning chef Philip Tessier said, “the combi oven.”

As it turns out, Tessier wasn’t the only chef that day who thought a steam-powered consumer kitchen was a good idea. When asked the same question a couple of minutes later, Serious Eats’ Kenji López-Alt agreed.

“I was going to say combi ovens too,” said López-Alt.

The combi oven, also known as combi steamer, combines traditional convection (dry) heating and moist heat using steam to enable the cook to do all sorts of things they can’t do with traditional ovens: Sous vide cooking, steaming vegetables, and baking moist delicious bread to name a few.

While steam cooking has been a long-time fixture in pro kitchens, it has never taken off in a big way in the consumer kitchen. But that might be changing. In 2020, Anova finally started shipping their countertop Precision Oven, and the critics embraced it. Since that time, the company has had trouble keeping the $599 appliance in stock.

Other upstarts such as Tovala and Suvie are also bringing different spins on steam-powered cooking to consumers. And LG, which introduced steam cooking into their convection ovens in 2018, is now adding Steam Cook functionality to the microwave.

In some ways, steam cooking is following the same early path pioneered by sous vide circulators. Like sous vide, steam cooking is a technique long-embraced in the pro kitchen, and it is also finally reaching consumer price points and showing up in friendlier form factors.

However, while sales of sous vide circulators eventually hit a wall because most consumers didn’t have the patience to cook meat in water baths for hours on end, my guess is steam cooking has a much wider appeal. A big reason is that unlike sous vide, steam cooking arrives in the kitchen via traditional-looking appliances (not to mention steam ovens like Anova’s allow you cook sous vide without the water bath or the plastic bag).

If 2021 was the year air-fry was everywhere, I suspect in 2022 we might begin to see the year the chefs get their wish and steam cooking begins to enter the mainstream.

February 4, 2021

Smart Oven and Meal Delivery Startup Tovala Raises Additional $30 Million

Tovala, a smart oven and meal delivery startup based in Chicago, announced today they have raised a $30 million series C funding round led by consumer-tech VC Left Lane Capital.

The funding round follows a $20 million series B Tovala raised last June.

So why did the company raise another huge round six months after the last one? The biggest reason, according to Tovala CEO David Rabie, was the company’s continued growth.

“The business has grown 10X over the past 18 months,” Rabie told me via Zoom this week. “A big chunk of that came pre-COVID, a big chunk came post COVID. COVID accelerated some things, but the business was already on pace to grow quickly.”

According to Rabie, the fit with Left Land Capital was another reason. Tovala felt their new lead investor, which focuses on consumer-focused Internet companies (some of the firm’s previous investments include Freshly, Farmer’s Dog and DeliveryHero), had the right expertise to help them scale.

“They have more depth of expertise in the consumer subscription space than almost anyone we’ve talked to, especially especially direct to consumer,” Rabie said. “They were really interested. At some point we were going to go raise another round, and we had gotten to know them pretty well over the course of last year, and felt like it was a great fit.”

So what is Tovala going do with its new growth capital? According to Rabie, the company plans to continue to invest in the product, by which he means everything on both the food and technology side.

“All of it, from you know the app to the packaging to the oven to the food within our walls, those are all products, and each of them are kind of an important part of the customer journey. And you know what we’ve built we think is really good, but we think it can get a lot better.”

A big chunk of the new investment will go to a new food production and packaging facility to serve the western half of the US. Currently Tovala services the entire US out of two facilities in Illinois, and so they plan to lease a new space and build out a new production, packaging and delivery facility “west of the Rockies” to serve the west and parts of the south.

What the funding won’t necessarily be used for is building a new oven, in part because the current model is working pretty well for them.

“We’re still in the exploratory phase where we’re really trying to figure out if we are going to go pursue a gen three,” said Rabie. ” What does it need to do, because the gen two works quite well. Reviews are really strong customers love it. There are not people banging on our door saying ‘if only the gen two did x, we would buy more of them current price.'”

Regardless of how it plans to spend its new cash infusion, that there is strong investor interest sets the company apart from some of its peers in the consumer hardware space. While others like Zimmplistic and Chefsteps failed to find additional financing, investors have continued to knock on Tovala’s door.

I asked Rabie why they’ve succeeded where others have struggled.

“I think it’s a complex answer,” said Rabie. “Part of it was the problem we went about solving is kind of different from all the other players. For this to work, you have to be good at building physical product, you have to be good at managing food and a food supply chain, you have to be good at marketing, you have to be good at customer service. A lot of things have to go right for it to work.”

The only other countertop smart cooking appliance seeing similar traction is Anova, which continues to sell out of their new precision steam oven. I asked Rabie if this is a sign that steam ovens might be the next breakout category.

“To be totally frank, Anova will have more to do with that than us, because we have different customers,” said Rabie. “My guess is the customer that’s buying the Anova oven is interested in cooking hacks and cooking gadgets. Our customer is like, ‘I’m really busy. I want a high quality meal on a Tuesday night, and I don’t want to keep spending $60 on Doordash.'”

I’ll be interviewing David Rabie about their latest funding round on Clubhouse today at 10 AM PT. Join us to listen and ask questions.

June 12, 2020

FoodTech Intelligence Brief: Evaluating Permanency of COVID Related Behavior Change

And now, with most countries trying to reboot their economies, food-related companies have the challenge of determining which behavioral changes were temporary and permanent. 

Many of the temporary surge behaviors were related to the worries among the population around shortages, causing many people to go out and buy things.

A good example is rice. Rice is shelf-stable, cheap food, something people might horde during uncertain times. 

Here’s a Google Trends graph for the search term “Buy Rice”: 

It’s probably safe to say that rice buying was driven by consumers who wanted cheap, easy to make, shelf-stable food during an uncertain time. Chances are, many consumers will not buy as much rice in the future.

This Food Tech Intelligence Brief is available to Spoon Plus members. You can learn more about Spoon Plus here. 

June 2, 2020

Tovala’s David Rabie on How He Built a Loyal User Base For His Smart Kitchen & Food Delivery Startup

Despite the complexity of building two businesses at once and presenting them as one integrated whole, Tovala’s managed to build a highly loyal user base with what is arguably the highest lifetime user value in the connected kitchen space.

I decided to catch up with Tovala’s CEO David Rabie and ask him how he’s managed to find success while other companies have struggled. 

The interview is an exclusive offering for Spoon Plus members. You can learn more about Spoon Plus here. 

June 2, 2020

Smart Oven & Food Delivery Startup Tovala Raises $20 Million Series B To Fund Growth

Tovala, the Chicago-based smart oven and meal-delivery startup, announced today it has raised a $20 million in Series B funding.

The round, led by agrifood venture capital firm Finistere Ventures, follows $9 million in Series A funding, bringing the company’s total funding close to $40 million.

It’s an interesting time for Tovala to raise such an impressive B round, coming during a pandemic where many venture firms have refocused their efforts on stabilizing existing portfolio investments and large corporate investment arms have either dialed back or outright eliminated venture initiatives.

But while the pandemic has chilled many industries, Tovala has only seen business accelerate the last few months in part due to its position at the intersection of two markets benefitting from quarantine-induced cooking: countertop home cooking appliances and home food delivery.

As we’ve noted here at the Spoon, the combination of stay-at-home orders and restaurant dine-in shutdowns led to an explosion in home cooking activity, which led to countertop home cooking equipment sales growth that was at multiples of normal industry volumes.

But according to Rabie, who I caught up with last week to discuss their latest funding, while Tovala has experienced strong growth during the pandemic, their business had actually started taking off in the second half of 2019.

“The business has been growing really fast for nearly a year now,” said Rabie. “The investors took comfort in the fact that this wasn’t a COVID trend where our business took off and might go away when normalcy returns, but actually the opposite. Business was booming pre-COVID, COVID accelerated that growth, and we believe it will accelerate adoption after COVID as people build new habits.”

Since Tovala started shipping a few years ago, I asked him why business took off last year. According to Rabie, the main difference is they changed how they talked about the product with their customers.

“We went through this exercise over the first half of 2019 to rebrand the company and better speak to our core customer,” said Rabie. “If you come to our website today versus a year ago, it looks like night and day, it’s different messaging, different photography, different videography, different user experience, same core product, just marketed differently.”

After Rabie and Tovala spent time talking to their key customers who used the Tovala multiple times per week, they realized the company’s value was in helping to solve the problem of weeknight dinner. They also realized they weren’t an oven company so much as a service company.

“The oven is the vehicle to access that food but most of our customers are not really in the market for an oven. It was kind of a lightbulb moment.”

After the rebrand, the company has seen an increase in annualized revenue of 300 percent since September of last year. In some ways, Tovala has been the little smart kitchen company that could, continuing to grow and raising more funding as other, more high profile companies, have struggled.

I asked Rabie why Tovala has succeeded when others haven’t.

“A lot of companies haven’t made it and I think there’s a lot of reasons why,” said Rabie. “The first reason is (you need to be) super clear on the problem you’re solving and making sure it’s a real problem.”

He also said that while he thinks a recurring revenue business is necessary nowadays, it can’t just be an afterthought.

“Whatever that subscription component is, it has to be inherent to the product and it has to make a lot of sense.”

Tovala plans to use the new funding round to increase staff, expand production capabilities and fuel growth. And while Rabie indicated they will build on top of their current technology, he made it clear the funding won’t largely be sunk into developing a next-generation oven.

Makes sense for an oven company that isn’t really an oven company.

If you’re a Spoon Plus subscriber, you can see my full interview with David Rabie discussing his latest funding round here.

November 22, 2019

Been Waiting to Buy a Smart Oven? Black Friday Deals May Give You the Excuse You Need

Though she had encouraged me to buy one, my wife was not happy when she came home to find our new June Oven taking up countertop space. It was big, bulky and why did we need a fourth (counting the microwave) oven in the kitchen?

And then she tried leftover pizza re-heated in the June and all was immediately forgiven. Now the June is an integral part of our everyday cooking.

If you’ve wanted a smart oven, but have been reluctant because of the size, the perceived usage and most importantly the cost, then this Black Friday may bring you the excuse you’ve needed to finally buy one. Three of the big countertop, connected smart ovens go on sale this Black Friday, here’s what they are offering.

The Brava

BRAVA
The smart oven that cooks with light has a “VIP Pre-Black Friday Sale” going on right now, offering the Brava starter set for $845 (down from $1,095). It includes the oven, temperature sensor (which is dumb to list as an add-on because you definitely need it) a metal tray, a glass tray, and two year membership of its Brava Plus recipes and programmed cook functionalities.

I tested the Brava and it works well, but the small cooking cavity means it’s probably best for couples (or singles!) and not larger families. The good news though, is that Brava just got acquired by Middleby, a publicly traded company this week, and will continue as its own brand. So you don’t have to worry about the company going under and leaving you with a bricked oven.

TOVALA
Tovala has always been the least expensive option of the three main smart oven startups, and it’s also the only one (for now) that does steam cooking. Spoon Founder Mike Wolf liked the second-gen Tovala, and since he tried it both versions now have expanded scan-to-cook functionality so you can scan barcodes on products and the machine takes care of the rest.

For Black Friday, Tovala is dropping the price of the oven to $99 (retails at full price for $299), if you order a minimum of 6 of the Tovala meal deliveries. The company says the deal will run through next Friday and quantities are limited. If you miss that deal, Tovala will be on sale on Cyber Monday for $199.

JUNE OVEN
As noted above, I have a June Oven and use it all the time. The company is currently offering a deal on its second-gen oven that even beats the introductory price I bought it at. Technically, this doesn’t seem to be a specific Black Friday deal, but you can get a June Oven standard package (which, honestly is the basic stuff you actually need to use it) for $499, down from $699. Guess those tariffs weren’t that big a deal after all?

If you are feeling adventurous and can wait till Cyber Monday, you can pre-order the just-announced Weber SmokeFire connected grill that’s powered by the June OS.

Any of these are a worthy addition to your kitchen counter and worth the space you dedicate to them. And with these reduced prices, now is the best time to grab one.

July 23, 2019

Tovala’s Scan-to-Cook Now Works with Breakfast Items From Pop-Tart, Eggo, Kashi and More

Tovala, creator of the eponymous smart oven, announced today that it has expanded the capabilities of its scan-to-cook feature to include packaged breakfast items from brands including Amy’s Kitchen, Eggo, Special K and more.

The update is being automatically sent out by Tovala and works with both gen-1 and gen-2 ovens. Tovala owners can go to https://www.tovala.com/scantocookgroceries to see the full list of nearly 400 compatible products. To cook, users simply scan the barcode of the item and the Tovala will run through a pre-programmed cooking sequence developed by the company’s chefs.

The move builds on earlier efforts by Tovala to broaden the usefulness of its device. Initially, the Tovala oven was primarily good for cooking Tovala meals, but the company has improved the flexibility of its product over the past year by releasing its second-gen oven, launching its scan-to-cook feature for Trader Joe’s frozen food, and releasing automatic cook programs for Beyond Meat products.

All of these moves help make the Tovala more versatile in the smart oven space, which is packed with the likes of June, Brava, Whirlpool and Suvie. By expanding beyond its vertically integrated beginnings, it can attract customers who want a smart oven, and want the flexibility to use it for more than Tovala meals.

Tovala has always been the least expensive smart oven option, and in addition to the breakfast products, Tovala also this week changed up its pricing structure. You can now pick up a Tovala for $49 up-front and pay the remainder in $3.99/week installments, with the option to return the oven at any time. Or you can pay $299 upfront to own the oven outright.

Of equal interest for Tovala with its scan-to-cook feature is the data that it can provide CPG companies. Tovala will know what brands and products people are cooking, when and how often. This data would provide insight for brands looking to develop new products or sell more in different regions. I spoke with Tovala Founder and CEO David Rabie yesterday about the prospect of prospecting its newfound data, but he said Tovala is not looking at sharing or monetizing it right now. “The goal is for us to make the Tovala more useful,” Rabie said, “and to make our partner’s products easier to consume in the way they intend.”

As Tovala continues to expand its scan-to-cook functionality, I asked Rabie whether at some point the company would give up on its own meal delivery service in favor of just automating the cooking of other people’s products. “We’re not going to get rid of meal delivery,” Rabie said, “It’s the core reason people are buying the oven.”

That may have been true when cooking its own meals was mostly what a Tovala oven did. But now there are nearly 400 more (scan-to-cook) reasons for people to check the Tovala out.

May 16, 2019

Tovala Adds Beyond Meat to Its Meals and Dedicated Cook Program Lineup

Tovala, which makes the connected countertop oven of the same name, announced today that it now offers Beyond Meat as part of its accompanying meal plans. It also has dedicated automated cook programs for the plant-based meat.

The partnership between the two companies will kick off June 3, after which Beyond Meat will be included in six of Tovala’s pre-packed meals for a month. The Beyond / Tovala meals will rotate on a weekly basis and will include menus items such as:

  • Coconut Kale Curry with Beyond Beef Beefy Crumbles & Roasted Vegetables
  • Italian Sausage & Eggplant Pasta with Beyond Beef Italian Sausage Crumbles
  • Sweet Soy Stir-Fry with Beyond Beef Beefy Crumbles, Brown Rice & Chow Mein Noodles

In addition to Beyond Meat getting into Tovala’s pre-made meals, Tovala’s oven will feature automated cook programs for the plant-based fare, so Tovala owners will be able to cook Beyond Burgers and Sausages with the push of a button.

The Beyond partnership comes at a pretty great time for Tovala. Sales of plant-based meat are booming as customers wake up to the ethical and environmental complications of eating traditional meat, and Beyond’s name brand recognition has never been higher thanks to its recent head-turning IPO.

The two companies met because, at the time, both Beyond and Tovala counted Tyson among their investors. Since then, however, Tyson sold its stake in Beyond prior to the plant-based meat company’s IPO.

Investor origins aside, today’s move also continues to transform Tovala into a platform, something the company needs to keep doing to differentiate itself from the many connected countertop ovens coming to market. While Tovala’s oven is (way) less expensive than the June or the Brava or the forthcoming Suvie, it may have been hobbled early on by perceptions like ours, which found the device good for cooking Tovala-brand meals, but not as convenient for regular meals.

Tovala went a long way to remedy this situation with its second-gen oven that it released last November. The company has since expanded its capabilities with a scan-to-cook feature that works with Trader Joe’s frozen foods, and LG appliances will now cook Tovala meals. The scan-to-cook feature, however, does not work with Beyond products yet.

This partnership is also further recognition that Beyond Meat is becoming more mainstream. Tovala is the second appliance to add a dedicated cook program for Beyond burgers and sausages, following a similar move from June earlier this year. This means appliance companies are putting resources into developing specific cook programs for Beyond.

As of now, the Beyond/Tovala menu partnership is only planned for a one month run. Tovala Co-Founder and CEO David Rabie told me during a phone interview that if this initial run goes well, Beyond Meat could re-surface in its meals on more of an ongoing basis. If so, flexitarian Tovala owners will be beyond thrilled.

Next

Primary Sidebar

Footer

  • About
  • Sponsor the Spoon
  • The Spoon Events
  • Spoon Plus

© 2016–2025 The Spoon. All rights reserved.

  • Facebook
  • Instagram
  • LinkedIn
  • RSS
  • Twitter
  • YouTube
 

Loading Comments...