Jenni Spinner: Could you please tell me about you, and your career leading up to joining Cravings?

Haley Ludwigson: I’d describe myself as an operator who learned CPG from the ground up. I started my career in finance, first in investment banking and then at PIMCO, before moving into more entrepreneurial and operating roles. That included building programs at UCLA Anderson, where I also got my MBA, starting my own consulting business, and working at Magic Mike Live, which was my first experience inside a celebrity-founded company. When I joined Cravings, I was new to CPG. Over the past five years, I’ve learned the business from the inside out, starting in finance and operations, understanding the nuts and bolts, and using that foundation to help guide strategy today.

JS: Then, how did you come to join Cravings, and why did you decide to take the leap?

HL: It was actually pretty organic. I had worked closely with the General Manager at the time, and when she began building Cravings with Chrissy, she reached out and said, “we need you.” I initially joined as a consultant, but within a couple of months it became clear the role was all-consuming, and I stepped in full time as CFO. What really drew me in was the authenticity of the brand. Chrissy genuinely loves to cook, bake, and host, and she has the credibility with three New York Times bestselling cookbooks. It felt like a rare opportunity to take something that people already loved and build it into a real, scalable business rooted in elevated basics. The timing also felt right personally. My kids were a bit older, and I was ready to jump back into something full force.

JS: Could you please take a moment to tell us who Chrissy is—folks might know her from her modeling career, acting, hosting the awesome Lip Sync Battle, her famous and talented husband, etc.

HL: People know Chrissy from modeling and television, but at her core, she is a true food lover, wife, mom, and home cook. She built an incredibly loyal following through her three New York Times bestselling cookbooks, and that same voice carries directly into Cravings. What people may not realize is how involved she is day-to-day. She talks with me and the team constantly, is always thinking about the business, and genuinely loves what we are building. She leans in most on product development and marketing, bringing a clear point of view on flavor along with an intuitive sense for what will resonate with people.

JS: Then, tell us how her lifestyle/culinary brand got started and has evolved.

HL: When I joined, Cravings had more of a lifestyle business strategy. Early on, I worked closely with the CEO at the time to evolve the brand into a focused food business, which felt like a natural fit given Chrissy’s authenticity and credibility in the kitchen.Cravings We officially relaunched as a food brand in 2023 and rebranded in 2024. Since then, we’ve expanded into pasta sauces, grown distribution significantly, and continued to refine our positioning around craveable, better-for-you food and elevated basics. While the business has grown, the core hasn’t changed. It’s still about making food that people genuinely want to eat and that fits easily into their lives.

JS: Please tell us about the baking mixes—how has the brand worked to create these unique products and get them to stand out, infusing them with personality and charm?

HL: The baking mixes were really our proof point that Cravings could succeed in CPG. From the beginning, we focused on creating products that feel indulgent but are made with cleaner ingredients, so consumers don’t feel like they’re compromising. Flavor is always the priority. A big part of the value is that almost everything is included in the box, outside of a few simple pantry staples like milk, eggs, or butter. It makes baking easy and approachable, while still delivering something that feels special. What really sets them apart is the personality behind them. Chrissy is very involved in both product development and packaging, and that comes through in everything from the flavor profiles to the tone of voice on the box.

Courtesy of Cravings by Chrissy

JS: Specifically, the Cravings by Chrissy line has resonated with all sorts of retailers and shoppers, mainstream to specialty and beyond. Could you talk about how what diverse appeal has played out, and how you helped facilitate those connections?

HL: We’ve been really intentional about building a brand that can live across channels. Cravings sits at the intersection of approachable and aspirational. It is accessible enough for mass grocery, but elevated enough to resonate in specialty. That versatility has allowed us to scale to over 3,000 retailers nationwide, from Kroger to Bristol Farms. From my perspective, a big part of facilitating that has been ensuring we have strong fundamentals behind the brand, including consistent product quality, a reliable supply chain, and disciplined margins, so retailers feel confident in the business. At the same time, the emotional connection consumers have with the brand helps drive performance across those different environments.

JS: Could you please tell us some of the reasons why you believe Chrissy continues to draw consumers, and fans, in a market that’s pretty crowded?

HL: It really comes down to authenticity. Chrissy is exactly who she appears to be - she genuinely loves food, she’s relatable, and she brings a sense of fun to everything she does. In a crowded market, that authenticity stands out. People trust her, and that trust carries over into the brand. At the same time, we’ve focused on making sure the products deliver. Awareness can open the door, but repeat purchase comes from great taste and a strong experience.

JS: What’s next for Cravings? I’d love to hear about new baking mixes, more pasta sauces, retail partners, whatever you’d like to tell us about.

HL: Our focus right now is on growing thoughtfully, but also having a lot of fun with it. This is a big year for us, and you’re going to see Cravings in a lot more places. We’re expanding our presence in baking and pantry, deepening relationships with existing retail partners, and launching into new national accounts. At the same time, we’re really delivering on our goal of bringing decadent, craveable treats into households across the country in a way that feels easy and approachable. Behind the scenes, we’re continuing to invest in product quality, operations, and how we show up to consumers, from packaging to marketing to in-store. It’s all about building something that not only grows quickly, but lasts.

JS: Finally, do you have a favorite product in the line?

HL: I have a lot of favorites, but the sweet and sticky carrot cake is probably at the top of the list! It comes with this incredible caramely sauce and a cream cheese frosting, and it’s just one of those products that feels really special but is still so easy to make at home.

Related: Chrissy Teigen on her Cravings by Chrissy Teigen brand baking mixes