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CPGInnovation of the WeekStartupsJanuary 21, 20220Innovation of the Week – January 21, 2022

By Brooke Bender

Sweet Nothings – CPG 

What it is: 

Sweet Nothings offers a single-serve, plant-based, and organic “spoonable” smoothie with no added sugar.  Clocking in at around 100 calories, these frozen smoothies are offered in 6 flavors and sold at $46.99/12-pack.  Dairy- and gluten-free Sweet Nothings can be a quick breakfast, a midday snack, or even an indulgent dessert.   

Sweet Nothings also offers nut butter bites – superfood snacks with an outer shell and nut butter center.  Each pack contains 2 nut butter bites, which retail for $29.99/12-pack.  These are offered in two flavors, including Apple Cinnamon, which was co-developed with best-selling cookbook author, podcast host, and content creator Rachel Mansfield.   

Sweet Nothings products are sold on their website (www.eatsweetnothings.com), online via Amazon Fresh, Fresh Direct, Good Eggs, or gopuff (varies by region), and in-store at locations like Kroger and other retailers.

Who Made It? 

Sweet Nothings is based in Menlo Park, California and was co-founded in 2019 by Jake Kneller and Beth Porter.  Kneller initially worked in finance and left to work at multiple plant-based foods companies, including Impossible Foods, where he contributed to their expansion strategy across channels and geographies.  He then went to Stanford for an MBA.   Porter is an entrepreneur and home cook who developed the Sweet Nothings smoothie by experimenting with blending fruit, nuts, and seeds in a format that did not require as much prep, mess, and cleanup.  

Porter focuses her efforts on product and logistics – things like improving recipes and creating new flavors.  Kneller focuses on the day-to-day business, go-to-market strategy, and brand.

Funding status: 

Sweet Nothings has been through a single funding round – raising early-stage venture funding from Capital V and Tao Capital Partners at an undisclosed date. 

Why we like it: 

  • Co-founder Jake Kneller’s experience expanding plant-based brand Impossible Foods across channels and geographies will be key to this product’s success
  • The brand already covers e-commerce and retail distribution, with partners like Amazon Fresh and Kroger 
  • No corporate investors at this point, leaving an opportunity for CPG companies and their venture funds

Did you know?  

According to the Mondelez 2021 State of Snacking report, consumers expect to be able to shop for snacks anytime, on a wider variety of platforms, with the majority expecting to be able to buy the snacks they want whenever they want (80%) and using any channel they want (74%).


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