A protein-rich doughnut company wants to be “the next Oreo.”
Texas’s Austin Amin and Amir Bahari, twin brothers, lost a substantial amount of weight in high school by following a low-carb, high-protein diet, but their hard-earned progress was in jeopardy when they arrived at college due to late-night cravings for doughnuts. The two started Elite Sweets, which is currently the best-selling donut brand on Amazon.com, after looking for healthier options.
The company’s main offering is a low-sugar, high-protein, grain-free donut made with eggs, almond flour, whey fiber and protein, and allulose and erythritol for sweetness. To reduce ingredient costs and increase shelf life, a reformulation is currently in progress.
With 190–240 calories, each individually packaged donut has 12–13 grams of protein, 1–2 grams of sugar, and other nutrients. Chocolate, cinnamon sugar, and birthday cake are among the flavors.
The company’s chief operating officer, Amir Bahari, stated that “bringing innovation is our business, our mission, and our focus.” “I’ve finished the protein bars, cookies, and muffins.”
Recently, Mondelez International’s SnackFutures unit announced that Elite Sweets was one of nine early-stage brands chosen to take part in CoLab, a 12-week program that offers seminars, one-on-one coaching, and $20,000 awards. Mondelez will get insights, capabilities, and possible investment possibilities in exchange for tools, technology, access to corporate leadership, and industry knowledge. At the end of the program, there will be a final showcase where businesses can pitch to important stakeholders.
Elite Sweets CEO Amin Bahari stated, “This partnership helps further our mission of creating better-for-you products and creating a better snacking future.” “We want to become the next Oreo and a generational lifestyle brand with the help of Mondelez.”
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The brothers collaborated with friends and former collegiate football players Caleb Bluiett and Timothy Cole Jr. to develop the idea some years ago while they were students at the University of Texas at Austin. Amir Bahari developed the first recipes in his apartment kitchen. The team tested the recipes in local gyms, gathering feedback and making adjustments for months before hiring an experienced food scientist to refine the recipes into a product that was ready for the market.
Amin Bahari remarked, “We have no background in cooking.” “Amir’s initial goal in creating it was to validate it. If that had been our product, we most certainly wouldn’t still be in business today.”
Products from Elite Sweets are advertised as being keto-friendly, with 1 to 6 grams of net carbs per taste. Products designed for the well-liked ketogenic diet have appeared from both well-known and up-and-coming brands in almost every grocery store aisle. The high-fat, low-carb lifestyle has gained popularity as people look for individualized ways to control their weight, enhance their physical and mental abilities, and treat or avoid certain medical disorders. According to some estimations, the size of the global market was $9.6 billion in 2019 and is expected to grow to over $14.8 billion by 2027.
“In the end, we think we’re defining the benchmark for a healthier donut, and we’ll keep growing the brand and establishing that benchmark,” stated Amin Bahari.
The donuts may be purchased online at elitedonut.com and Amazon.com, in addition to being offered in certain fitness centers and supplement stores across the country. In the upcoming years, the brand’s creators intend to increase its retail presence. Future product development might concentrate on flavor additions and product extensions like plant-based and donut hole options.
“As Elite Sweets, our goal is to become a healthier sweets company, beginning with our healthier donut,” stated Amir Bahari. “Our strategy for retail is to concentrate on sales and obtain as much distribution as we can. Once we believe that our distribution is adequate, we will begin introducing additional protein-rich, low-sugar products.”