Sarah Phillips Inc. Has Sold CraftyBaking to Obsidian Holdings LLC

On July 12, 2021, Oaklins DeSilva+Phillips client, Sarah Phillips, Inc., sold its website,, and related social media properties to Obsidian Holdings LLC. The website includes over 1,000 recipes and more than one hundred tutorials and was described by The Guardian as “home to some of the best baking know-how on the net…” Started in 2000, CraftyBaking. com is one of the most comprehensive sources of information about baking on the internet. Recipes on the site are about bread, cakes, candy, cookies, pastries, pies and tarts, and pudding. There are also specialty recipes for gluten-free, low- and reduced-fat, and vegan/vegetarian.

About Sarah Phillips Inc.

Sarah Phillips, Inc. was founded by food industry professional Sarah Phillips in 2000. She has 35 years of experience in the food industry and is the author of two prominent cookbooks, Healthy Oven Baking Book (Doubleday) and Baking 9-1-1 (Simon & Schuster), and owner of four prominent Instagram handles related to food, including @food, @baking, @glutenfree, and @uglyproduceisbeautiful. Before writing her cookbooks and creating CraftyBaking, Sarah was a contributor to The New York Times and iVillage and founder of a baking mix company, Healthy Oven Baking Mixes, which were distributed nationwide. Today, she creates elaborate food photographs and posts them on Instragram. In 2016, she was one of 10 winners from over 2,000 entries in National Georgraphic’s “Make Art, Not Food Waste” contest. Her food photos have been used for advertising campaigns, puzzles and magazine covers. She is now producing and a documentary about “The Future of Food.”

About Obsidian Holdings LLC

Obsidian Holdings is a newly formed company created to acquire the CraftyBaking business. Its sister company is Mindful Health, LLC, a passionate, mission-driven Internet business with three brands: Danette May, FitRise365 and Earth Echo. These properties embody three pillars of health and wellness: healing foods, healing movement and healing mindset. Mindful Health was started nine years ago by the husband-and-wife team of Craig Collins and Danette May. Inc. magazine recognized Mindful Health as one of the fastest-growing companies, ranking it #48 on its Inc. 5000 list.

Terms of the deal were not disclosed.

Transaction TypeM&A Sell-side
ClientSarah Phillips Inc.
Sold ToObsidian Holdings LLC
DateJuly 2021