Splendid Spoon
Splendid Spoon is a plant-based prepared meal delivery service offering ready-to-eat smoothies, soups, grain bowls, and noodle dishes. All meals are vegan, gluten-free, GMO-free, and soy-free. Founded in 2013, the company operates on a subscription model with on-demand ordering also available.
Score generated by AI agents based on publicly cited evidence and reviewed by the project maintainer. Not independently validated.
Score History
Timeline events are AI-curated from public reporting. Score trajectory is derived from documented events.
Nicole Centeno launched Splendid Spoon from a Brooklyn pizza kitchen, selling vegan soups at farmer's markets and through a FreshDirect wholesale deal. The company was tiny (under 6 employees), self-funded, and operated with minimal subscription mechanics. Enshittification risk was low across all dimensions, with small-scale governance concentration being the primary concern.
After rejection from grocery retailers, Splendid Spoon pivoted fully to DTC subscription e-commerce and raised a $3.26M Series A from Torch Capital. The shift introduced recurring delivery defaults and VC growth pressure. Nicole Centeno published the Soup Cleanse Cookbook, establishing the brand's food-as-medicine identity. A critical Glassdoor review in early 2019 surfaced management growing pains as the team scaled from 6 to 10.
COVID-19 drove a demand surge that doubled Splendid Spoon's growth rate and expanded its reach to all 50 states with 210,000+ cumulative subscribers. The menu expanded to include grain bowls, noodles, and wellness shots with questionable detox claims. The company chose to prioritize existing subscribers over aggressive new acquisition, earning an Inc. 5000 spot in 2021. However, the rapid scaling strained operations, and influencer-heavy marketing increased customer acquisition costs.
Splendid Spoon raised $12M in Series B funding from Nicoya, Danone Manifesto Ventures, and prominent angels. The influx of institutional capital coincided with a major pricing restructure that added a separate $12.99 shipping fee and per-item prices of $9.99-$13.49. Supply chain pressures drove the retirement of 13 menu items in October 2023, while the On-Demand Shop was replaced by a $95-minimum Marketplace. A second negative Glassdoor review and Q3 2024 fulfillment center disruptions signaled operational instability.
Splendid Spoon acquired Mosaic Foods in January 2026, expanding to over 200 products and $190M cumulative revenue. However, supply chain pressures led to menu streamlining (16 items retired in October 2023), acknowledged fulfillment center issues in Q3 2024, and customer complaints about declining flavor quality and portion sizes. The company's privacy policy permits third-party data sharing for advertising, and it remains non-BBB-accredited.
Alternatives
Combines meal kit ingredients with ready-to-eat items and grocery delivery. More variety beyond plant-based only, with personalized recommendations. Moderate switch -- different subscription model but covers similar convenience needs. Generally comparable pricing.
Similar plant-based prepared meal service with smoothies, harvest bowls, and flatbreads. Easy switch -- just sign up and choose meals. Comparable pricing but larger menu variety. Had a tara flour food safety recall in 2022 that sickened 390+ people, so review recent safety record.
Dimensional Breakdown
Summaries below were written by AI agents based on the cited evidence. They are editorial interpretations, not independent research findings.
Dimension History
Timeline (26 events)
Nicole Centeno founds Splendid Spoon in Brooklyn
French Culinary Institute-trained chef Nicole Centeno launches Splendid Spoon, cooking vegan soups out of a local pizza kitchen in Greenpoint, Brooklyn. She had conceived the idea in 2012 while working at Conde Nast and pregnant with her first child, recognizing the difficulty of maintaining healthy eating alongside a demanding career.
FreshDirect places first large-scale wholesale order
Online grocer FreshDirect placed Splendid Spoon's first large-scale order, providing early revenue validation for the Brooklyn-based soup startup. This partnership would later expand to national distribution through FreshDirect's platform in 2015.
Splendid Spoon pivots to direct-to-consumer online ordering
After repeated rejection from grocery retailers who didn't want to carry a full soup line, Splendid Spoon pivoted from wholesale to direct-to-consumer online ordering. This shift to the then-emerging DTC subscription model defined the company's future business structure and created the subscription-default pattern that persists today.
Nicole Centeno publishes Soup Cleanse Cookbook
Rodale published Nicole Centeno's Soup Cleanse Cookbook, featuring 75 plant-based and gluten-free recipes. The book promoted a 'soup cleanse' regimen as an alternative to quick-fix diets, establishing the company's food-as-medicine branding that would later draw scrutiny for unsubstantiated detox claims.
Splendid Spoon raises $3.26M in Series A funding
Splendid Spoon closed a $3.26 million Series A round, its first institutional funding. The round included Torch Capital and early angel investors. This introduced formal VC pressure to demonstrate growth and returns, though at a relatively modest scale compared to industry peers.
Elise Densborn joins as consultant, later becomes co-CEO
Elise Densborn, a Kellogg MBA with over a decade in finance, joined Splendid Spoon as a consultant in 2018. She rose through VP of Finance and COO roles before becoming co-CEO in 2021, concentrating executive power in a dual-CEO structure with founder Nicole Centeno.
Grain bowls added to subscription menu
Splendid Spoon expanded beyond soups and smoothies by adding grain bowls to its menu, broadening the service from a soup/smoothie subscription to a more comprehensive meal delivery platform. This diversification increased average order values and deepened the subscription proposition.
Glassdoor 'Do Not Work Here' employee review posted
A Glassdoor review titled 'Do Not Work Here' criticized Splendid Spoon's management, stating leadership 'do not know what they are doing' and that the company does not care about junior employees' wellness. CEO Nicole Centeno publicly responded, acknowledging the team had grown from 6 to 10 people and that she had learned a lot about team building.
Wellness shots and noodle bowls added to menu
Splendid Spoon launched wellness shots and noodle bowls, expanding the menu to cover breakfast through dinner. By September 2020, the service offered 16 smoothies, 30 grain bowls and soups, 5 reset soups, and 6 noodle bowls. The wellness shots made health claims including that the Detox Shot could 'flush toxins away,' which Healthline later noted lacks evidence.
Splendid Spoon prioritizes existing subscribers during COVID-19
During the pandemic-driven demand surge, Splendid Spoon chose to focus on existing subscribers rather than aggressively acquiring new customers. CEO Nicole Centeno stated they didn't want to 'overwork supply chains' and respected partner labor, introducing bulk-order boxes while reducing ad spend. The company saw 20-25% growth in one month.
Splendid Spoon publishes Black Lives Matter commitments
Splendid Spoon committed to equitable racial representation across all layers of the business, revising recruitment and hiring practices to increase Black representation. The company hired Kim Rose, a Black dietitian, and committed to donating 600 meals per month. The company also published a self-assessment acknowledging shortcomings in diversity.
Splendid Spoon doubles growth rate, reaches 210,000 cumulative subscribers
Splendid Spoon doubled its growth rate in 2020 and expanded to serve customers in all 50 U.S. states, reaching over 210,000 cumulative subscribers. This pandemic-era growth demonstrated strong product-market fit but also intensified pressure on fulfillment infrastructure and supply chain operations.
Splendid Spoon named to Inc. 5000 fastest-growing companies list
Splendid Spoon earned position #1213 on the 2021 Inc. 5000 list with approximately 400% three-year revenue growth. The recognition validated the company's DTC subscription model but also reflected the rapid scaling that would later strain operations.
Splendid Spoon closes $12M Series B led by Nicoya
Splendid Spoon raised $12 million in Series B funding led by Swedish firm Nicoya, with participation from Danone Manifesto Ventures, Torch Capital, Reddit co-founder Alexis Ohanian, Rent the Runway co-founder Jennifer Fleiss, and Tasty Bite founders. TechCrunch noted the company generated $15 in revenue for every $1 invested. The round brought total funding to $15.3M.
Danone Manifesto Ventures takes strategic stake in Splendid Spoon
Danone's corporate venture arm invested in Splendid Spoon as part of the Series B round. As a strategic investor from a multinational food conglomerate, Danone Manifesto Ventures brought both capital and potential industry influence. The investment was positioned as supporting Danone's mission to invest in disruptive food companies.
Splendid Spoon opens Oklahoma City distribution center
Splendid Spoon opened a new distribution center in Oklahoma City, reducing CO2 emissions by 70,000 pounds through shorter shipping distances. The expansion improved delivery logistics for central and western U.S. customers but also moved fulfillment further from the Brooklyn headquarters and company leadership.
Major pricing restructure introduces itemized shipping charges
Splendid Spoon restructured its pricing model, eliminating category minimums and introducing shipping as a separate $12.99 line item for orders under 10 meals. Per-meal prices were set at $9.99 for smoothies, $12.49 for soups and grain bowls, and $13.49 for noodles. The company cited increased fuel and freight costs as the driver.
Noodle packaging switches to post-consumer recycled plastic
Splendid Spoon transitioned noodle packaging to Post-Consumer Recycled (PCR) plastic, saving approximately 5 pounds of plastic per year for a customer ordering 5 noodles weekly. This continued the company's sustainability packaging initiatives that had already replaced non-recyclable insulation with ClimaCell, removing 450,000 pounds from landfills.
Dishes category launched with Violife, Dr. Praeger, Afia partnerships
Splendid Spoon launched a new 'Dishes' category in partnership with Violife, Dr. Praeger, and Afia, offering six larger-portion meals. The collaboration marked Splendid Spoon's first use of third-party brand ingredients in its own meals, a departure from its fully in-house recipe development model.
On-Demand Shop replaced by Marketplace with $95 minimum
Splendid Spoon replaced its On-Demand Shop with the Splendid Spoon Marketplace, requiring a $95 minimum order to check out and $150 for free shipping. Subscription coupons and discounts were explicitly excluded from Marketplace orders, creating a two-tier pricing system that penalizes non-subscribers.
Glassdoor review: 'Started strong and went downhill so fast'
A second critical Glassdoor review described rapid workplace decline at Splendid Spoon, following the earlier 2019 'Do Not Work Here' review. With only 5 total Glassdoor reviews and two strongly negative ones, the pattern suggests persistent management issues at the small startup despite leadership changes and growth.
Menu streamlined: 13 items retired citing supply chain pressures
Splendid Spoon announced the retirement of 13 menu items (6 soups, 4 noodles, 3 juices) citing 'pricing pressures and capacity issues in our supply chain.' The company said it was focusing on 'hero meals' to improve quality. Three popular soups were promised to return in November, and leadership offered virtual office hours to address customer concerns.
Q3 2024 fulfillment center changes cause widespread service disruptions
Splendid Spoon publicly acknowledged 'a lot of issues in Q3 2024 related to fulfillment center changes and inventory stock outs' in response to customer complaints on Trustpilot. Customers reported missed deliveries, thawed items, damaged packaging, and inconsistent order accuracy. The company also referenced concurrent 'team changes' suggesting internal restructuring.
Package protection fee introduced as add-on for delivery issues
Splendid Spoon began offering 'package protection' as a separate paid add-on to guarantee deliveries against damage, mishandling, or lost packages. Customer reviews noted frustration at being charged extra for protection against problems the company should handle, with one reviewer reporting the company wouldn't resolve thawed-item complaints without the add-on.
Splendid Spoon acquires Mosaic Foods backed by Gather Ventures
Splendid Spoon acquired Mosaic Foods, a plant-based meal company founded by former Blue Apron executive Matt Davis, with backing from Gather Ventures. The combined entity claimed $190M in cumulative revenue and over 200 product SKUs. The deal gave Splendid Spoon in-house manufacturing via Mosaic's Woodland Park, NJ facility, reducing third-party fulfillment dependency.
Le Botaniste organic restaurant chain partners with combined entity
Laurent Francois, co-founder and CEO of organic restaurant group Le Botaniste, partnered with the newly combined Splendid Spoon/Mosaic entity. The partnership signaled a move into food service distribution beyond DTC, with Mosaic's facility having already validated over 100 SKUs for specialty food and organic restaurant chains.
Evidence (36 citations)
D1: User Value Erosion
D2: Business Customer Exploitation
D3: Shareholder Extraction
D4: Lock-in & Switching Costs
D5: Twiddling & Algorithmic Opacity
D6: Dark Patterns
D7: Advertising & Monetization Pressure
D8: Competitive Conduct
D9: Labor & Governance
D10: Regulatory & Legal Posture
Scoring Log (4 entries)
Stripped for Phase 2 re-enrichment