PC: Forbes
A frozen French-fry brand founded by two restaurant operators is taking its seed-oil-free approach to more supermarket shelves after securing $10 million in Series A funding. Jesse Konig and Ben Johnson launched Jesse & Ben’s in 2024, building its range around russet potatoes, grass-fed beef tallow and avocado oil. Announced on 7 May 2026, the funding is set to support production capacity, supply chain improvements, new product launches and further expansion across the US retail market. The pace of expansion was significant for a business that had only entered supermarket shelves in 2024. Sales grew by more than 1,100% in 2025, according to the company reported by PR Newswire. It projected a further increase of between 300% and 400% in 2026. On 7 May 2026, Jesse & Ben’s announced that it had closed a $10 million Series A funding round led by Greycroft.
Jesse & Ben’s also reported that its products had become the leading brand in the frozen potato category at several retailers, outperforming established competitors and private-label alternatives. The brand has since expanded its retail presence, including a nationwide rollout at Target, and attracted investment from Greycroft and other backers. The brand subsequently secured a nationwide rollout at Target. It also appeared in regional Costco rotations, while further retail launches were being developed. The investment was intended to support the next stage of the company’s retail expansion as demand increased.
Jesse Konig and Ben Johnson came from the restaurant industry before turning their attention to packaged food. Their experience running food businesses gave them an understanding of what customers expected from restaurant-quality fries, but bringing that experience into supermarket freezers presented a different challenge. Greycroft’s involvement brought consumer investment experience to the business. Brian Bustamante-Nicholson also backed the investment on behalf of the firm. Rich Products Ventures joined the round as a new investor. Existing backers included Willow Growth Partners, Sling Ventures, Midnight Venture Partners and grt sht ventures. The financing also attracted several entrepreneurs and consumer business figures. Among them were Andrew Abraham of Orgain, Carter Comstock of Freshly, Poppi co-founders Allison and Stephen Ellsworth, Sweetgreen co-founder Nic Jammet and Jordan Brown of Hu Chocolate. Creator-investors Lauryn and Michael Bosstick of Dear Media and The Skinny Confidential also participated.
Its partner Eric Ryan, who previously co-founded Method and Olly, was set to join Jesse & Ben’s board.
Where the new funding will go
” They introduced Jesse & Ben’s to retail customers in June 2024. The use of 100% grass-fed beef tallow became a defining part of the brand’s offering. The company began extending its range in 2026. A large share of the $10 million was earmarked for production and supply chain improvements.
Crinkle-cut beef tallow fries were also due to join the core selection at selected retailers in summer 2026. Jesse & Ben’s co-founder outlines the next phase of growth: “When we started Jesse & Ben’s, the goal was simple: turn junk food into joy food. Two years in, we’re watching real people pick our bag over the brands they grew up with, and we’re outselling legacy brands on shelves we never imagined we’d be on. This round gives us the firepower to keep launching products people actually want, to scale our supply chain, and to bring in the best operators in CPG. We couldn’t have asked for a better group of partners to do it with. Rather than compete solely on convenience or price, the company built its products around a particular ingredient choice: avoiding seed oils. Its recipes use russet potatoes, grass-fed beef tallow or avocado oil, alongside seasonings. The founders wanted to offer familiar comfort food with a more limited ingredient list. The approach also gave the brand a clear identity in a frozen potato category dominated by established manufacturers and supermarket own-label products. The company’s original range included three varieties of restaurant-style fries. Potatoes form the base, while beef tallow and avocado oil are used as alternatives to the seed oils commonly found in many packaged fried foods. Avocado oil provided another option for shoppers looking for a different cooking fat. The recipes were designed around relatively few ingredients rather than long lists of additives. Jesse & Ben’s also described its approach as turning conventional snack and comfort foods into products with simpler formulations. Its founders used the phrase ‘junk food into joy food’ to explain the thinking behind the business. Sweet potato tallow fries, initially tested exclusively at Sprouts Farmers Market, were scheduled to reach more national retailers. Crinkle-cut beef tallow fries were also planned for selected stores during the summer. Retail distribution played a large part in the company’s early growth. Jesse & Ben’s gained visibility through launches at Sprouts Farmers Market and Whole Foods Market, giving it access to shoppers already familiar with specialty and premium food products. With the brand entering more supermarket chains, maintaining enough stock to meet demand became a central part of its expansion plans. The money was also expected to support additional retail partnerships and recruitment. Moving from a relatively small operation into national distribution requires more than securing shelf space. Manufacturing capacity, logistics and a larger team all become necessary as order volumes increase. The company had already begun strengthening its management structure before announcing the financing. Jesse & Ben’s also brought in other employees with experience at established food businesses, including Siete. The planned product launches were another part of the company’s growth strategy. Sweet potato tallow fries expanded on the original potato range, using sweet potatoes, grass-fed beef tallow and sea salt. The product was expected to move beyond its initial Sprouts test into additional national retail outlets. The company was looking to extend its range while retaining the ingredient approach that had helped distinguish its first products. You use AI every day. Now get your AI Quotient. Take the AIQ test.
Audrey Burger, previously associated with Primal Kitchen and Kraft Heinz, joined as founding president.