After receiving a life-altering diagnosis of celiac disease at 20, Vanessa Phillips faced the monumental task of navigating a city famous for its bagels and carb-rich foods.
Now 42, Phillips longed to indulge in her favorite comfort foods without the constant fear of adverse health effects. Following the success of her initial venture into the gluten-free market with the popular restaurant Friedman’s in Chelsea Market, she was determined to recreate her beloved nostalgic dishes in a way that would benefit everyone. This mission inspired the name of her company, Feel Good Foods.
Almost 15 years later, after sending an unsolicited sample to Whole Foods, Phillips has established herself as a leader in the gluten-free market, with her products available in nearly 25,000 grocery stores.
“And it all began with an idea off of our restaurant menu that we put in a Ziploc bag and sent off to one buyer,” Phillips recounted to The Post.
Growing up in New York City within a family of restaurateurs, Phillips was deeply rooted in what she labels the “restaurant mecca of the country.”
Her father owned several Chinese restaurants and bagel shops in the city—earning him the affectionate title of “Bagel King.” As a result, her childhood diet consisted largely of bagels, dumplings, and egg rolls.
“Like a true New Yorker in the ’90s,” she joked.
During her teenage years, Philips began experiencing various symptoms but struggled to identify their source, knowing it stemmed from her daily food intake.
“I used to joke with my mom, saying, ‘As long as I can keep eating dumplings and egg rolls for the rest of my life, I’m good, I don’t even care,’” she laughed.
It wasn’t until college that she received an official diagnosis of celiac disease, a condition that impacts about 1% of the U.S. population. This diagnosis required her to adopt a strict gluten-free diet. Upon returning to NYC after graduation, she realized she needed to alter her relationship with food, especially when dining out.
“I always felt I would go into the restaurant industry because it was so familiar, and I loved food,” Phillips shared with The Post. “But after going gluten-free, I had to find a way to pursue my passion for eating and cooking without making my body suffer the next day.”
When Friedman’s opened its doors in 2009, the idea of gluten-free eating was still somewhat unconventional. Today, approximately 25% of Americans consume gluten-free products, but Phillips was determined to create a “gluten-free safe haven” for those with celiac disease.
Even now, Phillips typically opts for restaurants that offer gluten-free options rather than exclusively gluten-free establishments. Her favorites include grabbing a bagel at Sadelle’s, fried chicken at COQODAQ, the acclaimed chicken parm at Rubirosa, doughnuts at Doughnut Plant, and pizza slices at Sag Pizza in Sag Harbor.
Phillips recalls feeling particularly frustrated when she was first diagnosed and received a separate, specialized gluten-free menu at restaurants.
“It felt like I was a kid with a kids’ menu,” she lamented.
Her vision for Friedman’s was to create an inclusive experience without a distinct menu for those with dietary restrictions; there would only be one menu, and it would be entirely gluten-free. Remarkably, the restaurant developed a loyal fan base.
“We attracted people from all over the world who would say, ‘Wow, this is exactly what I’ve been looking for in the city I live in,’” Phillips recalled.
After transitioning to a gluten-free lifestyle, Phillips noticed a significant gap in the market. Each time she visited the frozen food aisle, she found the offerings “uninspiring.”
“Why is it that frozen meals aren’t real food? Why is the quality lacking?” she pondered, prompting her to bring the high quality of restaurant meals into the frozen section. “I wanted people to feel as if they were enjoying takeout at home.”
With no prior experience in Consumer Packaged Goods (CPG), Phillips began testing gluten-free dumplings as Feel Good Foods’ flagship item, initially selling them in Ziploc bags at her restaurant and sending samples to a contact at Whole Foods without any prior introduction.
Two weeks later, she received a positive response, indicating her gluten-free dumpling idea was both innovative and delicious.
“We believe it’s crucial not just to be gluten-free, but to ensure the quality matches gluten-containing products,” she explained. “We assess texture, crunch, and overall flavor, and if something misses the mark, we don’t launch it.”
Phillips loves witnessing people’s reactions as they try her food for the first time. Many either expect it to be subpar or are pleasantly surprised.
“For those who have lived with gluten-free restrictions for years and have nostalgic food memories, trying our product can be a touching experience,” she said.
Phillips reflected on her childhood, sharing that she often visited a restaurant called Jackson Hole on the Upper West Side with friends after school, where they indulged in mozzarella sticks. This fond memory has preserved itself over the years.
Today, mozzarella sticks rank as Feel Good Foods’ most popular snack item, a testament to the joy it brings back to Phillips and others.
“Some of my favorite food memories are less about the actual food and more about the experiences shared with loved ones,” she emphasized, whether it was during holidays or gatherings where everyone enjoyed snacks together.
To that end, Phillips has made communal experiences a central pillar of her brand, focusing on snacks and appetizers.
“While the food is essential, so is the occasion: you’re not just eating, you’re together, laughing, and sharing experiences,” she said. “Of course, food plays a significant role, but it’s so much more than that.”
Remarkably, despite being a gluten-free brand, over 85% of Feel Good Foods’ consumers do not have gluten sensitivities. Similar to her approach with Friedman’s, Phillips discovered that usually just one person in a household is gluten-free, yet the entire family enjoys the brand.
“It’s all about crafting food that is not only delicious but inclusive, making it enjoyable for everyone,” she noted.
“We aim to appeal to a broader audience, targeting those who seek convenient, kid-friendly snacks—effectively the ultimate mom hack,” Phillips shared. “Our brand fosters a fun atmosphere and allows consumers to indulge without guilt.”
