Cereal milk and Crack Pie are headed for world domination: Christina Tosi’s Milk Bar just raised its first round of venture capitalist funding. The brand’s first outside investment will be used to propel its expansion into more cities, per a press release.
Milk Bar launched as Momofuku Milk Bar in 2008, after Tosi made a name for herself creating desserts for David Chang’s restaurants; it eventually became an empire all its own and dropped the Momofuku part of its name. Today, outposts in New York City, D.C., Toronto, and Las Vegas sling its cookies, cereal milk soft-serve, candy bar pie, cake truffles, and bagel bombs. An L.A. branch is to open in early 2018. The company also plans to use the funding to expand its e-commerce business, merchandise offerings, and baking classes.
The amount of the investment by RSE Ventures was not disclosed. RSE is also an investor in Momofuku and D.C.-based &pizza — which has recently partnered with Milk Bar for an upcoming location in Boston — as well as reservations app Resy.
Milk Bar’s expansion will also include locations inside sports stadiums: The CEO and co-founder of RSE is also the vice-chairman of the Miami Dolphins, and says a location of the bakery will be open inside Miami’s Hard Rock stadium “within eight months.” (David Chang’s chicken sandwich concept Fuku opened inside the stadium at the beginning of this season.)
Higgins tells Fortune he sees Tosi “as perhaps the next incarnation of Martha Stewart for this generation.” In addition to turning Milk Bar from a scrappy Momofuku offshoot into a nationally recognized brand and helping to usher in the Funfetti renaissance, Tosi also has two cookbooks, multiple Beard Awards, and numerous TV appearances under her belt, including recurring stints on MasterChef and MasterChef Junior.