about us

BAKE PURE MAGIC

iNSPIRED BY THE PAST

since 2015

At Pure Food by Estee, we believe in magic, or what we like to call Pure Magic.  Founded by moms, for moms, our mission is to help families bake with joy — using beautiful, vibrant ingredients that are always dye-free, allergen-safe, and made from 100% natural sources. 

Our signature sprinkles, sugars, and chocolates are made with real plant-based colors like beet, turmeric, spirulina, and radish — never synthetic dyes. And here’s the pure magic: they’re bright, beautiful, and they won’t bleed into your batter or frosting. That means your baked creations stay clean, crisp, and just as stunning as you imagined — naturally.

MEET ESTEE

INSPIRING BAKERS WORLD-WIDE FOR OVER 10 YEARS

Estee is a cookbook author, baker, and mom who believes the kitchen should be a place of creativity, not compromise. When her own kids developed sensitivities to dyes and common allergens, she set out to create better options — playful, colorful, and full of natural goodness. What began as a passion project turned into Pure Food: a trusted brand that brings peace of mind and a little sparkle to families around the world.

Because for Estee, pure food doesn’t mean boring food — it means beautiful, magical, feel-good baking that everyone can enjoy.
Estee's chocolate chips are by far the best dairy free chocolate chips on the market. I won't use anything else.

John S.