Fitbakes, the award-winning Cheltenham-based snacks brand, has passed its funding target on the crowdfunding platform Seedrs, so far raising more than £237,000, £10,000 over its £225,000 target, from 65 investors, and there’s still time to invest.
Fitbakes products have 90 per cent less sugar, 80 per cent less fat, 60 per cent less calories and 200 per cent more protein than leading cakes and chocolate brands says the company, and it achieves all that with no artificial sweeteners, flavourings or colourings.
The business says that it believes this nutrition makes it compliant with the new government non-HFSS policy, which says that from April 2022, products that are high in fat, sugar or salt might not be able to advertise or promote in store.
Fitbakes was launched by Brazilian born and raised Ella Rauen-Prestes in 2017 after a 20-year career in telecoms.
A cake-o-holic for much of her life, when she moved to the UK she was delighted to find that most Brits were too.
But she also discovered that uniquely British trait of guilt. Our cakes are full of “bad” fat and sugar – and everything we are told we shouldn’t eat. As a result, after that first rush of divine satisfaction, many of us feel wracked with guilt.
But it doesn’t have to be that way.
“Back in Brazil, healthy substitutes were the norm, you’d always find stevia in the sugar pot or have a glass of coconut water instead of squash, so I grew up learning how to make healthier versions of all the foods we loved to eat,” explained Ella.
She began baking in her kitchen. Fast forward four years and the business has taken off.
Ella is ambitious for her brand, and it seems that others are too. “Five days after we first contacted the Department of International Trade, they send my husband on a trip to the Dubai Food show where he met some major European food retailers.”