Investors Find Malvern-Based Startup That Provides On-Demand Cooking Classes Anything but a Half-Baked Idea

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BLOK, virtual cooking classses
Image via BLOK.
High-profile investors are keen on the business model of BLOK as a provider of virtual cooking classes.

BLOK, a Malvern-based startup and provider of on-demand cooking classes, has managed to raise $500,000 in a seed round, writes Kennedy Rose for the Philadelphia Business Journal.

The company, which dubs itself as the “Peloton of the Kitchen,” connects family and friends in private groups to take part in virtual culinary instruction.

The investors include local private equity magnate Ira Lubert, the head of Philadelphia-based LLR Partners, who has worked with BLOK co-founder Anthony Frick on another venture.

The funds raised in its recent seed round will help the startup complete the software and begin production. The company is also hoping to raise an additional $100,000 through a Kickstarter campaign that will launch on Sept. 21.

Frick and his wife Alissa, vice president of creative services and new media at FOX29 Philadelphia, envisioned the venture. The couple sought a way to cook alongside friends and family during the pandemic. Online experiential content, like that offered to exercise fans, inspired BLOK for home cooks.

“There was nothing that mimicked that community, high energy, music, and fun in the kitchen,” said Anthony Frick.

Read more about BLOK in the Philadelphia Business Journal.

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