Olympic gold medalist Shaun White and celebrity chef Bobby Flay are throwing their names behind frozen meals.
To be specific, the sports star and restauranteur are throwing their names behind gluten-free, vegan, and largely paleo-friendly frozen meals through New York City startup Daily Harvest.
On Tuesday, the food delivery startup hoping to reinvent frozen’s reputation in the era of clean eating announced that it had raised some $43 million in a second round of funding, led by venture capital firm Lightspeed Venture Partners, with participation from VMG Partners, M13, actress Haylie Duff, Bobby Flay and Shaun White.
“I’m so impressed with Daily Harvest’s quality and approach to good living and healthful eating that I literally begged the founders to let me invest,” Flay told Fortunevia email. “The word vegan is now inclusive of everyone interested in living a better lifestyle and Daily Harvest is no exception.”
Flay joins other A-listers who have already put their dollars behind Daily Harvest: Oscar winning-actress Gwyneth Paltrow and 23 time Grand Slam champion star Serena Williams participated in the firm’s Series A round of financing alongside WME Venture, Collaborative Fund, 14W, and Rubicon Venture Global announced June. The size of that deal was not disclosed.
“Frozen is what people associate with dinosaur-shaped chicken nuggets,” Daily Harvest CEO Rachel Drori tells Fortune. “But frozen is actually nutritionally better than what people are buying fresh in the grocery store.”