Bending Chopsticks puts technology into food. We invest in small, fiercely loved food brands as active partners and run everything around the recipe with software. Grandma's recipe in the front, engineers and agents in the back.
Great small food businesses die of the wrong things: not the recipe, but the delivery routes, the packaging reorders, the Instagram account nobody has time for, the second location that never opens. Food is one of the last industries where all of that is still done by hand. We bring the technology: ordering and routing software, demand forecasting, agents that handle support and marketing, and the numbers to know what sells before it is baked.
We invest, but never as a passive cheque. Every investment is an active partnership: our engineers, our agents and our operations move into the company on day one. Each brand stays a real, separate brand with its own name, its own face on the box and its own customers. Underneath, they share one engine: ordering, delivery, marketing, agents and the boring finance nobody wants to do at 6am.
We are openly inspired by Bending Spoons, which took “acquire good things, then make them excellent” further than anyone in software. We are doing it with things you can eat, and we intend to do it better.
Live · Shuk HaCarmelGrandma's mandelbrot, baked every morning by her original recipe and sold from a stand in the Carmel Market, Tel Aviv. Classic, cinnamon sugar and chocolate dip, plus same-day bike delivery across Tel Aviv–Jaffa. The face on the logo is really her.
moindelbread.com →
In the ovenA gooey chocolate chip cookie pulled from the oven two minutes early. We make the dough, put small ovens inside cafés and shops, and an app shows who has hot cookies right now, with live stock. Our second brand, in development.
Visit Hot Cookies →
In the oven"Salt Pepper": all-natural kettle chips with four ingredients, potato, sunflower oil, sea salt and black pepper, and two of them are the name. Launching in Israel first, where there is no locally made natural chip on the shelf. Our third brand, in development.
Visit מלח פלפל →A stand, a bakery, a sauce everyone asks about. If people already fight over what you make and you want it to reach more of them, apply below and we will talk.
Apply as a company →We buy brands because they are already loved. The product that earned that love is not ours to “improve”.
Small batches, sold same day. Scarcity is honest when it is real.
Orders, routes, reorders, books and social are run by shared systems and agents, so the humans can bake.
Every brand keeps its own name and story. Nobody buys cookies from a holding company.
Our brands share stands, delivery bikes and customers. A chip bag next to the mandel bread sells both.
If we can't make a brand the best of its kind, we should not own it.
Not the biggest, first. The best. Bending Spoons showed that a company can be a machine for taking good things and making them excellent. We are pointing that machine at breakfast, snacks and the thing you grab on the way home, starting from one stand in a Tel Aviv market and growing one loved brand at a time.
We invest in small food brands that people already love, and we do it as operating partners, not as a name on the cap table. A stand, a bakery, a sauce, a snack. If you run one, tell us about it.
We are a handful of people plus a lot of software. Everyone here owns a whole outcome: a brand, a route, a launch.
Get in touch