Announcing the Genesis Program’s Investment in Elite Sweets
On behalf of the Genesis Program, I’m excited to announce our recent investment in Elite Sweets. The Elite Sweets team seeks to improve the fitness pill-and-shake meal regimen with hi-protein, hi-fiber donuts.
The Problem
Consumers are always searching for enjoyable ways to eat healthier. Athletes, working professionals, students, adults…the desire for healthy, protein-rich foods is ubiquitous.
Elite Sweets offers protein- and fiber-rich donuts that are simultaneously low-calorie and low-sugar. Instead of choking down another cake-y protein shake, consumers now have the option to grab a donut to go on their way out of the gym. Instead of looking for something healthy to snack on and settling for a box of crackers, you and I can choose a donut instead. It’s almost cheating.
Elite Sweets’ product is also uniquely able to satisfy diabetics and those impacted by Celiac Disease. Elite Sweets’ donuts are almost universally edible, and possess universal appeal.
The Founders
Elite Sweets was founded by a team of 4. The team bonded over a mutual love of football, and developed the idea for Elite Sweets over a donut hangout.
Timothy Cole (Master’s in Advertising’18, B.S. Corp. Comm.’16) — Tim Cole is a former member of the UT football team. His connections to the team are invaluable — he has already gained UT Athletics’ acceptance of the Elite Sweets brand. He promotes sales at Elite Sweets demos and on-campus events. Tim serves as Creative Director, managing Elite Sweets’ social media accounts and developing promotional material.
Caleb Bluiett (B.S. Phys. Culture and Sports’16) — Caleb Bluiett is a UT graduate. During his time at UT, Caleb was a member of the UT Football Team. Upon graduation, he went pro as a free agent in the National Football League. As a professional athlete, Caleb is well-placed to build relationships between Elite Sweets and professional athletic organizations. Caleb actively pushes for sales and brand recognition throughout the Austin area.
Amir Bahari (B.S. Economics’17) — Amir Bahari is a UT senior and soon-to-be graduate. Even before starting Elite Sweets, Amir was an active member of the startup community. He worked as a data analyst intern at Ordoro and as sales analyst at TEN Capital Group. Amir manages the Elite Sweets supply chain, orders, and inventory.
Amin Bahari (B.S. Sport Management’17) — Amin Bahari is a UT graduate and serves as the full-time CEO of Elite Sweets. During his time at UT, he completed the Business Foundations Certificate and worked closely with Texas Athletics in a number of roles. As CEO, Amin represents the company to investors, helps manage the company supply chain, and works closely with product development.
In addition to the original team of 4, the founders brought on two additional team members to assist with Product Development. Chris Jackson (B.S. Biochemistry’16) and Albert Shaver (B.S. Biology’16) are both current PhD students at the UT pharmacy school. The two PhD students have significant experience in the medical space and are experimenting with new products to broaden the Elite Sweets offering.
How’re They Doing?
Elite Sweets has impressed us from the very beginning. Despite limited capital, the team successfully developed a viable product line, a working e-commerce platform, and has made thousands in sales. They’ve developed valuable local partnerships, and have hustled hard to demo their products at locations all over Austin. Their dedication has earned them Genesis’ full backing as they scale Elite Sweets to reach new heights.
Why I Led This Deal by Jeff Auster, Genesis Partner
I loved working with the Elite Sweets team. With team members all across the university, the team had a unique perspective and dynamic plan for development that I loved hearing about. During their first Pitch Day, they brought the Genesis team free donut samples. It is this up-front “show, don’t (just) tell” mentality that makes me know this team is prepared to go the distance for this venture.
The team is adaptable and willing to adjust their model for success. Elite Sweets has embraced new market segments that have emerged from their customer tests, but remain committed to their brand. The team’s constant product iteration and expansion excite me. Being a lover of healthy foods myself, I can’t wait for people to be able to eat donuts after a workout and still feel good about themselves.
