Here’s the pitch deck a former P&G brand manager used to raise $1.25 million to build the ‘Olay of food’ with his keto startup
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- Uprising Food, a 2-year-old startup that makes low-carb breads and crisps, has raised $1.25 million in Series A funding.
- The company claims its products are higher in fiber and more nutritious than other competitors.
- The round was led by Trousdale Ventures and former Dentsu US and Americas CEO Nick Brien. Food entrepreneurs including Pressed Juicery’s Hayden Slater, Health-Ade’s Daina Trout, and Sugarfina’s Rosie O’Neill and Josh Resnick also participated.
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Health and wellness direct-to-consumer brands have become hot in recent years, and a 2-year-old food startup is hoping to ride the wave.
Uprising Food, which makes low-carb breads and crisps, has raised $1.25 million in Series A funding, the company said. It also got a distribution deal with Midwest grocery chain Meijer to help the direct-to-consumer brand expand to retail.
The company was founded by former Procter & Gamble brand manager William Schumacher, his sister Kate Schumacher, and Blue Oven Bakery founders Mark and Sara Frommeyer.
Uprising claims its products are higher in fiber and nutritional value than other breads because it uses ingredients like egg whites, MCT oil and almond flour. Its flagship product is a bread called the Keto Kube, made with baking powder rather than yeast.
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The startup has aimed at followers of the keto diet — a high-fat, low-carb diet that’s become popular among people looking to shed weight or regulate health conditions like diabetes and epilepsy. But it plans to use the funding to broaden its base, Schumacher said.
“I want to build the Olay of food and be the food brand of the masses, but I want to do it in a way that is beautiful, inspiring, and really lifts people up — just as Olay did with skincare,” Schumacher told Insider.
Uprising intends to use the new funding to hire more people, boost its sales and marketing, and eventually expand to new categories like chips, pasta and cookies, and build a subscription model.
Like brands such as Banza, Beyond Meat, and Magic Spoon, Uprising Food has benefitted from people getting more health-conscious. The health food market is expected to reach $557.6 billion in global sales in 2024, according to a report from Research and Markets, and there’s room for the market to grow, per Nielsen.
Even so, Uprising will face growing competition as it looks to expand to other categories like pasta and cookies, where consumers have plenty of choices.
Schumacher told Insider that the company’s sales had been growing 10x year-over-year since its launch, though he declined to give specifics. He said that the ultimate goal was being acquired by a food conglomerate.
Nick Brien, former Dentsu US and Americas CEO, said that he decided to invest in Uprising because he believes that the food industry is ripe for disruption.
“Having worked for the likes of General Mills, Nestlé, Kellogg, and P&G in my agency life, I have seen how many [of them] have really focused on health and wellness for the masses,” he said.
The funding round was led by Trousdale Ventures as well as Brien. Food entrepreneurs Pressed Juicery’s Hayden Slater, Health-Ade’s Daina Trout, and Sugarfina’s Rosie O’Neill and Josh Resnick also participated.
Below is Uprising Food’s fundraising deck.