Camp
- First investment
- December 2020, 30%
- Majority
- June 2021, 89%
- Valuation at entry
- $2.3 million
- Founders
- Angela Hein and Dr. Heidi Brown
- Boxes sold
- 60,000+ by July 2022
- Status
- Exited with Creatd's packaged goods division, 2023
Camp makes veggie-packed pasta for families: a mac and cheese with hidden vegetables, then a vegan Cheezy Mac and a Twist Veggie Pasta. It was the first company Creatd built through its venture arm, going from idea to shipping product in under nine months, and the first whose revenue Creatd consolidated.
What Camp does
Camp, launched as Plant Camp, is a direct-to-consumer food brand. Its first product was a macaroni and cheese for kids made with organic, plant-packed ingredients and the taste of the classic dish; the vegetables are in the pasta. It sold in five-packs for $29.99 on plantcamp.com. In October 2021 the brand dropped the word Plant, moved to eatcamp.com with new packaging, and added two products, Vegan Cheezy Mac and Twist Veggie Pasta, after finding that adults were buying the mac and cheese for themselves as much as for their children. A pancake mix was planned for the same period.
The founders, Angela Hein and Dr. Heidi Brown, are friends and parents. Hein had brought several consumer brands to market at retailers including Whole Foods and Walmart; Brown's background is in science, nutrition and cooking. Their question was the one every parent asks: how do you make a healthier version of the food children actually eat?
Why Creatd backed it
By 2020 Creatd's agency, Vocal for Brands, had run campaigns for direct-to-consumer companies such as Cleancult, Lull and Kettle & Fire, and Creatd's management believed the same tools would work better for a brand it owned than for a client it billed. Plant Camp was the test. Creatd Partners, the corporate venture division formed that year, would put in early capital, design and data, and take equity in return; the founders would bring product knowledge and retail experience. Discussions began in the second quarter of 2020. By December Creatd's design team had built Plant Camp's e-commerce storefront and its business-intelligence team had used Vocal's first-party audience data to profile the brand's likely buyer. Pre-orders opened on December 16, 2020.
The initial terms were 30% of Plant Camp, LLC for $175,000 in cash, $175,000 in Creatd stock and services. A third-party valuation by Valuescope, Inc. put the company's fair value at $2.3 million. Pre-orders began shipping in January 2021, several weeks ahead of schedule.
What happened under Creatd
The first inventory run was about 15,000 to 16,000 units. Pandemic-related supply problems held back shipments until the start of the second quarter of 2021; by June nearly half the run had sold, entirely through the brand's own site. On June 4, 2021 Creatd bought a further 56% of the membership interests through Creatd Partners, taking its ownership to 89%, and began consolidating Plant Camp's revenue. Creatd's release said the brand's operations had been run remotely from the start on a platform and technology stack designed by Creatd's product team, the same team that built Vocal.
Under Tom Punch, chief executive of Creatd Ventures, the e-commerce arm that took over the brands in 2021, Camp was repositioned for the whole family and given a new site and packaging in October 2021. Distribution widened from the brand's own store to wholesale marketplaces Faire and Mable in May 2022, Pod Foods, and Amazon, where Camp took part in Prime Day for the first time in July 2022 and recorded record sales days without a matching increase in marketing spend. Creatd reported 45,000 boxes sold from the fourth quarter of 2021 to May 2022 and more than 60,000 by July 2022.
What Creatd learned
Camp was Creatd's proof that its agency methods, first-party data and product team could take a consumer brand from concept to market quickly and cheaply. It also showed the limits of the model: supply chains, inventory and margins in packaged food are not fixed by better marketing, and the brand's growth was repeatedly slowed by logistics. Creatd's Ventures portfolio grew to four brands, Camp, Dune, Basis and Brave, before Creatd exited packaged goods in 2023 to concentrate on higher-margin businesses. The Camp investor presentation from June 2021 is linked above.
Where it stands
Creatd's Form S-1 lists Camp among its past acquisitions and does not state its current status. Creatd has exited its consumer packaged goods division. This page describes the company as it was built and operated under Creatd.
Timeline
- Jan. 2021
- First orders ship
Sources: Form S-1 filed September 15, 2026, and Creatd press releases from December 2020 to November 2023, all in News.
