“Keto” was the most Googled food-related term in 2020. Within the bars, cereals, baking mixes, cookies and snacks category, dollar sales have grown over 21% in the past year. People on ketogenic diets avoid carbohydrates and sugar, and consume large amounts of protein, attempting to drive their bodies into a ketogenic state, which some believe to promote health and weight loss.
Yet at the same time that interest in keto expands, consumers also are increasingly choosing plant-based or vegan diets. According to a report from Credit Suisse, the plant-based food industry is expected to grow to 100x its current size by 2050. This can prevent keto dieters with a conundrum: How to eat a high-protein diet without tons of meat.
Here are three companies making a play at capturing sales from the keto-friendly diet space without a reliance on animal protein: Base Culture, which makes gluten-free baked goods and nut butters; Eat Me Guilt Free, which produces low sugar, high protein baked goods; and Miss Jones Baking Co, which delivers plant-based sugar alternatives and baking products that are good for keto diets.
1. Base Culture
Base Culture makes high-quality breads, sweet baked goods, and almond butters from simple, clean ingredients, including sliced breads, almond butter brownies, banana sweet bread, and cinnamon almond butter to name a few offerings. All products are made in-house and gluten-free, grain-free, and non-GMO. They can be found online and nationally at stores including Whole Foods, Kroger, Albertsons, and Safeway.
What started as a 30-day paleo challenge became a fast-growing company once founder Jordann Amatea saw the need for delicious snacks within the keto diet category. “After trying paleo, I found that by eating meat, vegetables, seeds, nuts and fruit, I felt a whole lot better! However, I really missed baked goods 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 quickly spread and demand grew rapidly. When a national news story aired, it drove a massive surge in demand. “This proved that there was a hole in the marketplace that my products were filling,” says Amatea.
The biggest challenge Amatea faces is remaining level-headed, cool and calm under what can seem like insurmountable pressure. “Running a company can see overwhelming at times. You need to trust yourself and the team around you to make the best decisions possible in order to keep your business moving forward,” she says.
To aspiring entrepreneurs, Amatea offers this advice. “Remain gracious, humble and hungry. Trust your intuition, ask the ‘stupid’ questions and never give up. You’re on the road less traveled and it’s not going to be easy... but it’s worth it.”
Article By: MeiMei Fox
Link to full article: 3 Food Companies Targeting The Growing Keto Diet Market (forbes.com)