Elite Sweets

Elite Sweets is a Texas-based food startup that makes baked, gluten-free donuts formulated for high protein and low sugar content, positioned as an alternative to conventional high-fat, high-sugar donuts. The products are built on almond flour, eggs, whey protein and fiber, and are sweetened with allulose and erythritol. Each individually packaged donut contains roughly 12 to 13 grams of protein, 1 to 2 grams of sugar and 190 to 240 calories, in flavors including birthday cake, cinnamon sugar and chocolate.

The company sells its donuts direct to consumers online, including through an Amazon storefront operating under the name Elite Sweets - The Elite Donut. As of mid-2021 it described itself as focused on growing the brand online in the near term, while planning a reformulation intended to extend shelf life and lower ingredient costs so the line could be retail ready in 2022.

Founding story

The concept originated with twin brothers Amin and Amir Bahari while they were students at the University of Texas at Austin, together with friends and former college football players Caleb Bluiett and Timothy Cole Jr. The brothers had lost significant weight in high school on a low-carbohydrate, high-protein diet, and late-night cravings in college prompted them to look for a protein-based donut. Amin Bahari worked for the University of Texas football team and his co-founders played for it, an environment where high-protein brownies, cookies and shakes were common. Amir Bahari developed the initial recipes in an apartment kitchen, and the team tested them at area gyms, gathering feedback and iterating for months before recruiting a veteran food scientist to refine a market-ready product.

Business model

The company develops, manufactures and sells packaged protein donuts under its own brand, selling individually packaged units to consumers online, with stated intentions to become retail ready.

Revenue comes from sales of packaged donut products, sold direct to consumers online and via Amazon.

Traction

Reported as the top-selling donut brand on Amazon.com as of mid-2021, selection into Mondelez SnackFutures' CoLab accelerator with a $20,000 grant, and a WeWork Creator Awards win in 2018.

Latest developments

In June 2021 Elite Sweets completed a $2 million seed round led by Siddhi Capital with participation from Constellation Capital, Capital Factory, SputnikATX and consumer-products angel investors. Super Coffee chief executive Jimmy DeCicco joined the board as an observer, and Jake DeCicco, Jordan DeCicco and Nik Ingersoll of Barnana became advisers. Proceeds were earmarked for team expansion, marketing and product development.