Caraway (company)
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| Private | |
| Industry | Ceramic cookware, bakeware, and food storage |
| Founded | 2018 |
| Founder | Jordan Nathan |
| Headquarters | New York City, New York |
| Website | https://www.carawayhome.com/ |
Caraway (also known as Caraway Home) is an American cookware and home goods company founded in 2018 by Jordan Nathan.[1] The brand sells ceramic-coated cookware and other kitchen products through a direct-to-consumer model.[2]
History
Caraway was founded in 2018 by entrepreneur Jordan Nathan as a direct-to-consumer cookware brand positioned around design-forward aesthetics and use of non harmful chemicals like Teflon.[3][4] Nathan stated that the idea for Caraway emerged after he began researching cookware materials during earlier product development work, leading to the company’s focus on ceramic-coated alternatives to traditional nonstick cookware.[5]
In 2022, the company raised $35 million in a funding round, as it expanded its product offerings and wholesale retail partnerships with [Amazon and Crate & Barrel.[6][7][8]
Products
Cookware
Caraway’s product line includes ceramic-coated aluminum cookware, bakeware, and food storage containers.[9] The company markets its products as free of PTFE, PFOA, lead, and cadmium.[10][11] Their cookware ceramic coatings is claimed to differ from traditional nonstick materials in performance and durability.[12]
Bakeware
In 2021, Caraway introduced a bakeware collection including sheet pans, muffin tins, loaf pans, and baking dishes with the same ceramic coating used in its cookware.[13][14]
Food Storage and Accessories
The company expanded into food storage in 2022 with a line of ceramic-coated glass containers and modular storage systems.[15]
Manufacturing
Caraway cookware is manufactured in facilities across China and other international locations, with final design, branding, and quality control processes handled by the U.S. headquarters.[16]
Business & Marketing
Caraway relies on heavy branding and marketing strategy, particularly its emphasis on minimalist design, coordinated color palettes, and health-oriented messaging around non-toxic materials.[17] [18]
Reception
Some consumers have reported durability issues with Caraway’s ceramic-coated cookware, including staining, scratching, and coating wear over time.[19]
In August 2025, the National Advertising Division (NAD) of BBB National Programs found that Caraway Home, Inc. had a reasonable basis for claims that its cookware was “free of PFAS” and “non-toxic,” but recommended that the company discontinue or modify comparative marketing claims suggesting that traditional nonstick cookware was harmful due to “forever chemicals.” The Cookware Sustainability Alliance had challenged the comparative claims, and Caraway stated it would comply with the NAD’s recommendations while respectfully disagreeing with aspects of the decision.[20]
References
- ↑ Bosilkovski, Igor. "Meet The Entrepreneur Who Just Raised $5 Million For His Cookware Startup". Forbes. Retrieved 2025-11-26.
- ↑ Ha, Anthony (2020-05-28). "Cookware startup Caraway raises $5.3M as it eyes new product categories". TechCrunch. Retrieved 2025-11-26.
- ↑ Chhabra, Esha. "This Cookware Startup Goes Eco-Friendly And Plastic-Free". Forbes. Archived from the original on 2021-03-05. Retrieved 2026-01-02.
- ↑ Gehan, Ann. "DTC cookware brand Caraway raises $35 million to add retail partnerships and products as it builds out its 'ecosystem' of home essentials". Business Insider. Retrieved 2026-01-02.
- ↑ "Teflon Poisoning Inspired This Entrepreneur to Create His Own Non-Toxic Cookware Brand: 'We Launched With a Waitlist of Thousands.'". Entrepreneur. 2024-08-08. Archived from the original on 2025-10-16. Retrieved 2026-01-02.
- ↑ Gehan, Ann. "DTC cookware brand Caraway raises $35 million to add retail partnerships and products as it builds out its 'ecosystem' of home essentials". Business Insider. Retrieved 2026-01-02.
- ↑ "Caraway Closes $35M Investment | News | Bridge Venture Fund". www.bridgeventurefund.com. Retrieved 2026-01-02.
- ↑ "M-One Capital – Growing businesses in partnership with management". www.m-onecapital.com. Retrieved 2026-01-02.
- ↑ Studio, Fast Company Custom (2025-10-29). "Air travel's next big thing". Fast Company. Retrieved 2026-01-02.
- ↑ Segran, Elizabeth (2023-08-29). "Caraway wooed us with beautiful pans. Now it's coming for the rest of the kitchen". Fast Company. Retrieved 2026-01-02.
- ↑ "Ceramic Non-Stick Cookware: Non-Toxic Pots and Pans | Caraway". www.carawayhome.com. Retrieved 2026-01-02.
- ↑ Farris, Emily (2023-06-29). "What To Know Before Buying Nonstick Ceramic Cookware". Epicurious. Retrieved 2025-11-26.
- ↑ "I've Replaced All of My Baking Pans with Caraway's Non-Toxic Bakeware Set — Here's Why". Food & Wine. Retrieved 2025-11-26.
- ↑ Polk, Alexandra. "Caraway's New Bakeware Made Me Feel Like A Gen-Z Martha Stewart". www.refinery29.com. Retrieved 2025-11-26.
- ↑ "Caraway wooed us with beautiful pans. Now it's coming for the rest of the kitchen". Fast Company. 2023-08-29. Archived from the original on 2024-03-22. Retrieved 2025-11-26.
- ↑ Shafer, Jessie (2024-06-20). "3 Dietitians Review Caraway Cookware (2024 Update)". The Real Food Dietitians. Retrieved 2025-11-26.
- ↑ Knox, Dave. "Jordan Nathan On Scaling Caraway And Innovating Non-Toxic Home Goods". Forbes. Archived from the original on 2025-03-12. Retrieved 2026-01-02.
- ↑ "DTC cookware brand Caraway raises $35M | Retail Dive". www.retaildive.com. Retrieved 2026-01-02.
- ↑ Team, FOX 11 Digital (2024-01-05). "Popular cookware brand under fire as customers claim pans 'stain,' 'scratch' and 'burn'". FOX 11. Retrieved 2025-11-26.
- ↑ "NAD Finds Certain Claims Supported; Recommends Others be Discontinued". bbbprograms.org. 2025-08-14. Retrieved 2025-12-17.
External links
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