Drumroll, a US-based donut company recognized for its low-sugar, high-protein offerings, has garnered a $3 million investment from 7 Mile Brands, an incubator specializing in consumer packaged goods. This funding aims to accelerate Drumroll’s expansion, responding to the growing demand for healthier snacking options in the competitive food and beverage industry trends.
Founded in 2019 by Hassan Safieddine and Ryan Brothers, Drumroll specializes in baked donuts available in three flavors: chocolate, vanilla, and strawberry. According to the company’s website, a 75g serving provides just 1g of sugar, 10g of protein, 8g of net carbs, and 190 calories. The brand appeals to health-conscious consumers seeking delicious snack alternatives that are low in sugar and gluten-free.
Currently, Drumroll’s products are accessible nationwide, found in the refrigerated sections of select major retailers such as Target, Kroger, Wegmans, HEB, Albertsons, and Shoprite.
7 Mile Brands was established in 2023 by Jason Cohen and Sammy Kestenbaum. Their evolving portfolio consists of various snack brands, including Pretzelized and now Drumroll. Drumroll has also received backing from 4th and 1 Ventures and Mu Ventures.
Co-founder and CEO Jason Cohen expressed, “At 7 Mile Brands, we seek out disruptive brands poised to change their category, and Drumroll is exactly that. With the rise of health-conscious consumers seeking more mindful indulgence, Drumroll’s unique balance of taste and nutrition aligns perfectly with current market trends in the refrigerated snacks segment. This investment will facilitate their expansion and enhance their industry impact.”
Drumroll co-founder Ryan Brothers added, “We are thrilled to partner with the 7 Mile Brands team and welcome Jason and Sammy to our board. Their impressive track record of scaling brands instills confidence in our ability to drive innovation and propel the brand into its next growth phase. Together, we aim to transform Drumroll into a preferred snacking platform that reinvented classic treats while aligning with today’s health-focused lifestyles.”
This latest investment reflects a broader trend towards mergers and acquisitions in the bakery snacking segment, particularly in the United States. For instance, Mondelez International recently secured a majority stake in Evirth, a Chinese company specializing in French-style desserts, including mille crepe cakes, Swiss rolls, mooncakes, and cookies.
Moreover, Mondelez’s venture capital arm has taken an interest in Urban Legend, a UK-based company offering healthier donut options, underscoring the emerging food and drink consumer trends in the industry.
Overall, Drumroll’s commitment to innovation in the food and drink business represents a strategic alignment with evolving consumer preferences for health-conscious snacking, positioning them advantageously within the competitive landscape.
