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Imagine how much delicious pasta with just 9 calories and zero net carbs could sell!
No need to imagine. It’s Skinny is already Amazon’s best-selling pasta. And the global pasta market is worth more than $131 billion, attracting investors from all over the world.
It’s Skinny started when co-founder Brian Guadagno had to change his diet after being diagnosed with esophagitis. He quickly realized that most “health food” brands were anything but. These brands add carbohydrates, unhealthy vegetable oils, and inorganic and artificial ingredients to their products.
There had to be a better way. And with more than 50 million people looking for foods to fit into their diets, finding a solution can be lucrative.
Guadagno teamed up with Barb Axlesson, whom he knew had experience with food companies such as Unilever and Campbell’s Soup, and Michelin-starred chef Elad Balkan to create It’s. Launched Skinny. Their mission is to help millions of people who feel cheated by the food industry by providing truly natural, low-calorie, gluten-free and delicious options. It was a stunning success.
It’s Skinny is already the best-selling pasta on Amazon. The company says it has grown more than 80% annually and now has a revenue run rate of $10 million. This led to investment from the likes of Tim Draper and Elevator Syndicate. And to continue to drive growth, they offered public investors the opportunity to participate.
This means you can invest in It’s Skinny and share in their growth. And they have very ambitious growth plans. But before we get into that, let’s take a look at exactly how they were able to achieve this success.
It’s the secret ingredient of Skinny.
Originally from New Jersey and New York, Guadagno and Axlesson grew up loving pasta. So they teamed up with world-class chef Balkan from Mikulin Star Restaurant in Italy to create a pasta that ticks all the boxes.
“I’m Italian, so I have a natural love for pasta,” Guadagno says. “But pasta is a pro-inflammatory food, especially pasta made from domestically grown fortified wheat, which is high in carbohydrates.”
Rather than using wheat or other genetically modified alternatives found in most pastas, the research team turned to a special plant from Southeast Asia called konnyaku.
Konnyaku is rich in dietary fiber and contains no excess carbohydrates. The noodles contain rich, flavorful flavors from the sauces, cheeses, and meats that are usually cooked with pasta. It’s Skinny comes in spaghetti, fettuccine, and angel hair shapes and has a texture similar to al dente pasta.
Guadagno says, “My team and I created It’s Skinny to recreate the taste and texture of traditional pasta, but with a grain-free base to avoid inflammation and unnecessary carbohydrates. I used it.”
It’s Skinny has created the simplest and most convenient way to use konjac to make it more delicious without sacrificing flavor. The entire 9.5-ounce bag contains just 9 calories, 2 grams of fiber, and no net carbs, the company says. It’s Skinny requires no boiling, so consumers can make most meals in less than 5 minutes.
But making better pasta on paper is only half the battle. What’s really interesting for investors is that consumers like it.
Amazon’s best-selling pasta is just the beginning.
It’s Skinny’s delicious 9-calorie pasta is a hit. The company says it’s already the best-selling pasta on Amazon, outpacing traditional brands like Barilla and legume-based competitors like Banza. He has over 3,300 five-star reviews on Amazon, praising his delicious taste and lifestyle suitability. Guadagno said: “It’s Skinny is helping us a lot in that effort, and we’re constantly hearing stories about consumers who are on a lifestyle improvement journey.”
Even better? People aren’t just trying; they buy repeatedly. Over 6,300 people subscribe to Amazon and automatically buy from you every month. It’s Skinny has a 19% higher repeat purchase rate than any other pasta brand on Amazon.
Skinny will double household penetration in 2023 and double again in 2024, the company said. But this is just the beginning. Less than 1% of households have tried It’s Skinny, meaning there’s a lot of potential for expansion. And they have ambitious plans to scale. They are looking to expand into national retailers such as Costco, Kroger, and Target. The company says it has the potential to add more than 20,000 new retail doors.
Additionally, they are developing new product lines to expand their reach. The company has already introduced It’s Skinny Mac, a gluten-free macaroni and cheese that boasts just 5 grams of net carbs and 2 grams of fiber per serving.
The short-term goal is to reach $30 million in sales by 2026. In the long term, we aim to become a household name and a staple on grocery store shelves. No wonder investors flock to grow with them.
The table was set that you could invest in It’s Skinny.
Typically, to invest in private companies like It’s Skinny, you have to be an accredited investor or a Wall Street hedge fund. However, they are open to anyone to join as an investor.
It’s Skinny plans to leverage investor funding to accelerate growth in three channels:
- retail distribution: Promote the expansion of physical stores through in-store promotions and increase the speed of same-store expansion.
- direct marketing: Increase traffic to your website through digital advertising and email marketing to drive new sales and repeat buyers.
- digital marketplace: Leverage digital marketing strategies to increase product awareness and discoverability on platforms like Amazon, Instacart, and retailer websites.
The investor roster already includes Tim Draper (who invested $1 million), Kip McClanahan of Silverton Ventures, Elevator Syndicate and others.
And you too can participate as a shareholder in It’s Skinny. To learn more about this opportunity and share their growth, click here to visit their website.
disclosure: This is a paid advertisement for the Its Skinny REG CF service. Read the recruitment requirements at invest.itsskinny.com.
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