3 Food Companies Targeting The Growing Keto Diet Market


“Keto” was the most googled food term in 2020. In the bars, cereals, baking mixes, cookies and snacks category, sales in dollars increased more than 21% in the past year. People on a ketogenic diet avoid carbohydrates and sugar and consume high amounts of protein, trying to drive their bodies into a ketogenic state, which some say promotes health and weight loss.

Yet, as interest in keto grows, consumers are also increasingly choosing plant-based or vegan diets. According to a report from Credit Suisse, the plant-based food industry is expected to grow to 100 times its current size by 2050. That may keep keto dieters with a conundrum: how to eat a high protein diet without tons of meat.

Here are three companies trying to capture sales from the keto-friendly diet space without relying on animal protein: Base Culture, which makes gluten-free baked goods and nut butters; Eat Me Guilt Free, which produces baked goods that are low in sugar and high in protein; and Miss Jones Baking Co, which offers plant-based sugar alternatives and baked goods that are suitable for keto diets.

Note that many consumers are hungry for dietary solutions to common health problems, such as obesity. And yet, “although this popular diet can be useful for specific groups, it often does not provide benefits at all levels,” explains Dr Jinan Banna, registered dietitian and professor of nutrition based in Honolulu, Hawaii. “People would be wise to see a dietitian to understand the science behind the trends, see if the hype is deserved, and learn how to best manage their own health.”

1. Basic culture

Basic culture makes high quality breads, sweet baked goods and almond butters from simple, clean ingredients including sliced ​​breads, almond butter brownies, sweet banana bread and butter. almond cinnamon to name a few. All products are made in-house and are gluten, grain and GMO free. They can be found online and nationwide at stores such as Whole Foods, Kroger, Albertsons, and Safeway.

What started out as a 30-day paleo challenge has grown into a fast-growing business once founder Jordann Amatea realizes the need for delicious snacks in the keto diet category. “After trying paleo, I discovered that by eating meat, vegetables, seeds, nuts and fruits, I felt much better! However, I really missed the pastries and snacks, ”she says.

So, she spent the next six months creating low-carb, high-protein brownies and banana breads for herself. She shared the products with friends at the gym, who told her they were delicious. With this, Base Culture was born. Word of mouth spread quickly and demand grew rapidly. When a national report aired, it resulted in a massive increase in demand. “It proved that there was a void in the market that my products were filling,” says Amatea.

The biggest The challenge Amatea faces is to remain calm, calm and calm under what can seem like overwhelming pressure. “Running a business can feel overwhelming at times. You need to have confidence in yourself and the team around you to make the best possible decisions to move your business forward, ”she says.

To aspiring entrepreneurs, Amatea offers these tips. “Stay gracious, humble, and hungry. Trust your intuition, ask the “silly” questions, and never give up. You are on the road less traveled and it won’t be easy … but it is worth it.

2. Eat me without guilt

Eat me without guilt makes brownies, tortillas and breads that are high in protein, low in carbohydrates and sugar, also non-GMO and no preservatives. CEO and Founder Cristie Besu is a registered nurse and sports nutritionist who started the business as a passionate project. “Customers have turned to me for nutrition and fitness advice to reduce their sugar cravings. Nurses are problem solvers by nature, so I started cooking products to replace the unhealthy foods we crave. “

Besu started sharing his entrepreneurial journey on Instagram and quickly developed a direct-to-consumer business. Over the past two years, the company has secured national and international distribution. As a Latin American business owner, Besu is also committed to Pay Forward to help other women entrepreneurs. The “You Glow Girl” grant, awarded to a female entrepreneur each year, offers a cash prize of $ 10,000, as well as a one-year supply of Eat Me Guilt Free products, a Peloton bike and a mentorship program. with Besu herself.

To aspiring entrepreneurs, Besu says, “Stay open-minded. People who succeed and overcome adversity are those who learn and thrive from their mistakes. They realize that challenges are part of growth.

3. Miss Jones Baking Co

Sarah Jones Garibaldi is the Founder and CEO of Miss Jones Bakery Co., which makes low-sugar, organic, ready-to-use frostings and sugar substitutes for baking with real, simple ingredients. The company has seen its sales double year over year over the past two years.

In 2010, Garibaldi was working at Apple when she met a colleague who had successfully launched a healthier condiment brand. After learning more about her experience, she decided to create her own consumer product. She realized that while she saw a lot of healthier organic food around the grocery store perimeter, hardly any brand was creating healthier products in the downtown store.

“I felt it was only a matter of time before consumers demanded cleaner ingredients and more zero-tasting products in the baking aisle,” Garibaldi says. “I decided to create a bakery brand more in tune with the needs of the modern consumer. ”

To aspiring entrepreneurs, Garibaldi advises, “Build a great board of directors with industry veterans who are ready to dig in and help you solve big problems, and who genuinely want to help you grow your business. “

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