Sunshine Buns Is Raising $7 Million as Its Frozen Cinnamon Rolls Enter 1,000 Target Stores
The Utah frozen bakery brand is in the process of raising a $7 million round as it enters 1,000 Target locations, Nosh reported, with its microwavable cinnamon rolls selling at Target for $7.99 per four-pack.
- Funding
- Raising a $7 million round, per Nosh
- Target distribution
- Entering 1,000 Target locations nationwide, per Nosh
- Target price
- $7.99 per four-pack, per Parade
- Target flavors
- Original, Cookies & Cream, Strawberries & Cream, per Parade
- Prior distribution
- Costco and a handful of regional grocers, per Parade
- Prep time
- 45 seconds in the microwave, no oven required, per the company
Originally reported by Nosh.
Sunshine Buns, a Utah frozen bakery brand, is in the process of raising a $7 million round as it enters 1,000 Target locations nationwide, Nosh reported on Oct. 16.
The Target launch began in October. Parade reported on Oct. 12 that the frozen cinnamon rolls, previously available at Costco and a handful of regional grocers, were rolling out at Target stores nationwide at $7.99 per four-pack in three flavors: Original, Cookies & Cream and Strawberries & Cream. The Target product comes in a new four-count box, a different format from the bags sold at Costco, according to Parade.
The company says its rolls are made from a 40-year-old family recipe and are ready in 45 seconds in the microwave, with no oven required. Sunshine Buns launched in 2022 with home baking and deliveries before opening a storefront in Orem, according to a February 2025 profile by Utah's Startup State Initiative, which names four co-founders: Chrisi Hammer, her husband Matt, and their friends Brian and Kass Martin. Hammer is co-founder and CEO, per a Utah Business speaker profile published in June.
Why it matters
Nosh's report ties the raise to the Target rollout, and the pairing marks a change in the kind of retail Sunshine Buns has to serve. At Costco the brand sold bags to club members; at Target it is selling a four-pack box at $7.99 to any shopper, per Parade. That brings a new pack size, a new price point and a national footprint at the same time. The product itself is built for convenience: Utah Business describes the rolls as fully baked and heat-and-eat, and the company presents them as ready in 45 seconds with no oven, which positions the brand on speed rather than on a baking occasion. Costco and a handful of regional grocers gave the brand its base. A 1,000-store Target rollout puts its sales rate in front of a national retailer, and that record is likely to shape how investors weigh the round.
What to watch
The open question is whether the $7 million round closes on the strength of early Target sales. The founders have set larger goals: the Utah Business profile said the brand was on track to scale into more than 4,500 retail doors within the next 12 months and more than 10,000 doors in 2027. The first months at Target will show whether that pace is realistic.
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