“I was a kid who loved to bake colorfully, but my mom wasn’t a fan of controversial ingredients. When I grew up, those products still hadn’t changed, so I started Supernatural - a line of imaginative essentials for kitchen activities, made with ingredients you can get behind.” Carmel Hagen, Founder & CEO
Supernatural is the only locally-made and woman-led baking brand whose colorful products are made entirely from natural and plant-based sources. Supernatural's array of plant-based food colors, sprinkles, frostings, and rainbow baking chips are free of controversial artificial colors, preservatives, animal products, and the top eight most common food allergens, unlike old-school decorating supplies that have historically dominated the market. Each of Supernatural's vibrant colors is developed using hyper-concentrated vegetables and spices, which allows for 300% more vibrancy while remaining odorless and tasteless, ready to top any sweet treat. Supernatural was launched in 2017 by Carmel Hagen with the modern baker in mind – from professional to first-time bakers – with the goal of providing better-for-you essentials that make every kitchen a classroom for creativity, healthy eating, and human connection.