Whipped cream in a can is a staple during Thanksgiving, Christmas, and Mother’s Day, but typically remains unused for the rest of the year. However, in 2019, Tracy Luckow ’99 and her sister Lori Gitomer ’01 decided to revolutionize the canned whipped cream industry by introducing Whipnotic, a line of flavored whipped creams with a unique button-touch nozzle system.
Since its debut in 2022, Whipnotic has sold 150,000 cans in over 1,000 stores across 28 states, despite facing challenges such as the pandemic, food inflation, and lactose intolerance concerns. Tracy Luckow will be sharing her entrepreneurial journey at Entrepreneurship at Cornell’s Celebration on April 12, a conference that brings together students, alumni, faculty, staff, and community participants.
The key to Whipnotic’s success was identifying a category ripe for disruption. With Reddi-wip dominating the market for canned whipped cream for decades, Luckow and Gitomer saw an opportunity to introduce innovation and excitement into the industry. Inspired by the trend of flavored whipped creams in coffee shops and restaurants, they developed unique flavors such as fudge brownie, peach mango, and strawberry swirl, each with colorful bands adding visual appeal to the product.
Collaborating with the New York State Center of Excellence for Food and Agriculture, Luckow and Gitomer perfected the button-touch nozzle, found a manufacturer for the filling device, and ensured the product met all food safety requirements. Luckow credits Cornell for providing valuable guidance and recommending they seek patent protection for their idea. With a Ph.D. in food science, Luckow’s unconventional career path led her to entrepreneurship, and she aims to inspire students with her journey during her talk at the conference.
Luckow also attributes Whipnotic’s growth to its “incrementality,” a term she uses to describe growth achieved through new marketing strategies that expand beyond the existing market. By introducing flavors that cater to different seasons and occasions, such as Valentine’s Day and summer berry season, Whipnotic has been able to attract a diverse customer base.
In a time where the food industry is experiencing a shift towards healthier options, Whipnotic’s low-calorie content of 15 calories per serving positions it as a favorable choice for consumers conscious of their sugar intake. Luckow believes that Whipnotic provides the sensory experience of ice cream without the blood sugar spike, making it a desirable option for those seeking indulgence without the guilt.
As Whipnotic continues to gain traction in the market, Luckow remains optimistic about the future of the brand and the impact it can have on the food industry. With a focus on innovation and meeting consumer demands for healthier alternatives, Whipnotic is poised to lead the way in transforming the whipped cream industry. Challenges, according to Luckow, are opportunities for innovation, and Whipnotic is ready to embrace them to create a better food system for all.
