ChiChi, a startup founded by Chiara Munzi (BA ’23) and Izzy Gorton (BSBA ’25) during their time at WashU, will launch in select Target stores beginning in August. The company cooked up early versions of its chickpea breakfast cereal in the Skandalaris Center before winning $10,000 in the Skandalaris Venture Competition in 2023. The following spring, the duo secured an additional $50,000 in non-dilutive funding through the Global Impact Award.
The following article by Eric Schmid for St. Louis Magazine highlights their recent growth and success.
Since we profiled ChiChi last year, the startup food company born in a WashU dorm room has been on the up. Co-founder Chiara Munzi says the company, which makes oatmeal from chickpeas, has seen such strong growth, she was able to quit her day job a few months ago to focus full-time on the venture.
There are other positive developments, too, Munzi says, like updated packaging and a new flavor (dark chocolate). But the biggest one by far is ChiChi’s upcoming launch in nearly 200 Target stores next month.
“It’s very exciting, but also very scary,” Munzi says. “Honestly more scary than exciting, because we have to sell really well off the shelf to be able to stay in [the stores] and be successful.”
Target Executives told her and ChiChi co-founder Izzy Gorton that it’s up to them to get people to not just give the hot breakfast cereal a try, but buy it in-person, Munzi says.
“They said, ‘We know that you guys are amazing at social media and can do the marketing for this,’” she says. “They believe in Izzy and me and our story, which is very cool.”
Why It Matters: ChiChi offers a healthier, protein-rich alternative to typical breakfast options, like pastries or cereals that can be packed with loads of sugar and not much of anything else. So far, the way most people have been able to get its products has been online (though United Provisions and Straub’s have both carried them locally). The Target launch makes the brand “more accessible to more people,” says Munzi. And leaning into that notion of accessibility, she says they’re dropping the price on the product too (but didn’t specify how much).
If the brand posts success in the initial stores it’s in (mostly California markets), it could make it into Targets across the country, including ones in our backyard.
What’s Next: Munzi is moving back to her home state of California to aid with the launch, leaning into in-person events to get people to try the product. “Through the rest of the year, we’re going to be doing as many pop-up events as possible at yoga studios, gyms and places where healthy people go,” she says. “If we do well in California, they’ll put us in every single target in the country. So that’s why the pressure is on.”
Munzi is keen on moving back to St. Louis, though. The company is vying for an Arch Grant, which comes with the stipulation that companies locate their headquarters in the Gateway City.
This article by Eric Schmid was originally published in St. Louis Magazine on July 2, 2022.