• BetterBrand

  Participated · Series A · Jun 2023

  Founded in 2021, BetterBrand uses a proprietary “grain‑changing” technology combining non‑GMO and clean‑label ingredients to produce a line of better‑for‑you baked goods, including The Better Bagel. The bagel claims 250% more protein, 90% fewer carbs and no added sugar versus traditional bagels and is described as the net carb equivalent of two banana slices. The company has expanded flavors (Classic, Everything, Cinnamon, Chocolate Chip, Pretzel, Sesame) and plans to triple its SKU count this year with 16 new product launches as it moves into new categories. Distribution has grown from DTC to more than 1,000 U.S. stores, including Whole Foods, Sprouts, Fresh Market, Gelson’s and Bristol Farms. Between 2021 and 2022 the company posted over 800% growth, and in late 2022 it drove more than $1 million in gross sales at Whole Foods during its first five months on shelves. BetterBrand is focused on continued product innovation and geographic expansion as it scales. Better Brand is a Los Angeles–based food tech startup founded by Aimee Yang that uses modified enzyme technology branded as Grain-Changing Technology™ to reformulate refined carbs. Its first marquee product, The Better Bagel, reduces carbohydrate content to the equivalent of two banana slices while delivering 24g of protein. The company plans to apply its proprietary processes across multiple product categories to overhaul consumers' relationship with food. Better Brand launched three months prior to this announcement and has raised over $4M this year after closing an additional $2.5M round. The new capital will be used to further R&D, accelerate hiring, and prepare the company for large-scale retail distribution. Founder Aimee Yang previously became the first sole female founder to raise over $1M in a venture-led pre-seed round across food tech, consumer, and food & beverage industries, per Crunchbase. Better Brand develops low‑carbohydrate versions of traditionally high‑carb foods using an IP‑protected Grain‑changing Technology™, launching with Better Bagel. Better Bagel contains roughly the same amount of carbohydrates as half an orange or two slices of banana and will be sold online at eatbetter.com and in select U.S. retailers. The company’s process uses a main ingredient that is indigestible in the upper GI tract, increases short‑chain fatty acid production, and employs enzymes designed to enhance digestibility. Ingredients are described as non‑GMO, kosher, and plant‑based, and the technology is protected by IP and trade‑secret policy. Founder and CEO Aimee Yang, a first‑time entrepreneur with a background as a CPA, a litigation consultant at Ernst & Young, and a Wharton MBA, says the process could be applied to reinvent other food categories. Yang positions the product as addressing carbohydrate‑driven weight gain and cites the broader market opportunity while the company moves toward retail distribution.

No current team members are available.