NOSH Pitch Slam 9: Sweet Victory for Low Sugar Donut Brand Elite Sweets
Elite Sweets hit the sweet spot with its keto-friendly protein donuts, winning NOSH Pitch Slam 9 as the judges saw a strong opportunity for the brand in its better-for-you take on a popular indulgent snack.
Presented by 301 Inc., the two-part pitch competition began Tuesday with 12 contestants who each presented a two-minute virtual pitch before judges, who then reduced the field to the final six. Today’s finalists included founders from freeze-dried smoothie kit brand Everipe; energy bite maker AMG Snacks; West African frozen food brand AYO Foods; functional lozenge brand Kindroot; fruit-based freezer popsicle brand Smooth Pops; and Elite Sweets. Each presented five minute pitches followed by a live Q&A with judges. As the winner, Elite Sweets will receive an advertising package with NOSH valued at $10,000 and the coveted Pitch Slam trophy.
The Pitch Slam’s judging panel included John Haugen, founder and managing director at 301 Inc.; Cameron Gould-Saltman, senior category manager at Amazon; Amit Pandhi, CEO at Velocity Snack Brands; and NOSH editor Carol Ortenberg.
Elite Sweets co-founder and CEO Amin Bahari said he was inspired to launch the brand after a weight loss journey as a college student where he committed to a high protein keto lifestyle and ultimately lost 140 lbs. The brand aims to “redefine American’s sweet tooth” with the low sugar Elite Donut, Bahari said, with a goal to bring better-for-you innovation to donuts in the same way Halo Top disrupted the ice cream category.
The judges were impressed by the brand’s innovative take on the indulgent baked good as well as Bahari’s personal story of improving his health while following the keto lifestyle. While Pandhi said he believes the keto diet is a “short-term trend,” he said he expects the low sugar aspect of the product to resonate with consumers long-term. Haugen also said he believes the individually packaged donuts are a “great opportunity,” as the portion-controlled offering creates new better-for-you snack possibilities for consumers who might otherwise buy donuts by the dozen.
While Bahari said the brand has not integrated his personal weight loss journey in its branding to date, he said that after positive feedback from judges the brand may share this story with consumers through its packaging and branding going forward. Elite Sweets’ donuts are currently available on Amazon and the brand will continue to build on this digital-first approach as it enters 2021, while also pursuing opportunities in retail. The brand also aims to launch new flavors and additional serving sizes and form factors.
“We want to continue to build a strong brand and continue to stay ahead of product innovation,” he said. “Our goal is to make this a household name, so we’re going to keep improving the product and branding and hopefully it’ll catch on quickly.”
Elite Sweets joins past Pitch Slam winners including frozen appetizer brand Savorly, Know Brainer keto marshmallows, Beckon lactose-free ice cream, Creation Nation protein bar mixes, Watermelon Road dried fruit jerky, Tribali grass-fed frozen meat patties and Bronx Hot Sauce.
