Aunt Fannie’s

Aunt Fannie's operates as a manufacturer and distributor of cleaning and pest control products formulated with non-toxic, food-based ingredients. The company's business model centers on providing healthier alternatives to conventional chemical-based household products, catering to a market of health-conscious consumers and families. Revenue is generated through the sale of its products via its own e-commerce platform and a wide network of retail partners, including major stores like Target, Bed Bath & Beyond, and Whole Foods, as well as supplying to commercial establishments such as restaurants and hotels.

The company was founded in 2013 by Mat Franken, who previously worked in private finance. The inspiration for Aunt Fannie's stemmed from a personal journey to resolve his son's and his own autoimmune health issues. After overhauling his family's diet, Franken turned his attention to the chemical agents in their home and had a "light bulb moment," leading to the creation of the company. Named after his grandmother, the company launched with a mission to bring wellness-inspired, eco-friendly products to the household cleaning sector, believing that what we use in our homes is as important as the food we eat. Over the years, Aunt Fannie's has secured over $10 million in funding from multiple rounds, including a $5 million Series A round in 2019, to fuel its growth and product development.

Aunt Fannie's product line includes a variety of all-purpose cleaning sprays and wipes, floor cleaners, and pest remedies like fruit fly traps. A key differentiator is the use of vinegar and essential oils, which are effective yet safe for use around children and pets. The products are designed to be microbiome-friendly, preserving beneficial bacteria while eliminating harmful ones. This focus on safety and natural ingredients has earned many of their products an 'A' rating from the Environmental Working Group (EWG), a distinction that sets them apart from many other natural cleaning brands. The company emphasizes transparency in its formulations, which are free from dyes, formaldehyde, and petroleum propellants, and are dermatologist-tested and hypoallergenic.

Keywords: household cleaning, pest control, non-toxic products, food-based ingredients, microbiome-friendly, Mat Franken, eco-friendly cleaning, natural pest solutions, EWG certified, vinegar-based cleaners, essential oil cleaners, healthy home, family-safe cleaning, pet-safe products, retail cleaning supplies, commercial cleaning products, allergy-friendly, sensitive skin, sustainable cleaning, chemical-free home