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Imagine how much a great tasting pasta with only 9 calories and zero net carbs would sell for.
You don’t have to imagine: It’s Skinny is already the best-selling pasta on Amazon. And with the global pasta market worth more than $131 billion, investors around the world are taking notice.
It’s Skinny began when co-founder Bryan Guadagno had to change his diet after being diagnosed with esophagitis. He quickly realized that most “healthy food” brands were anything but. These brands loaded their products with carbohydrates, unhealthy vegetable oils, and inorganic and artificial ingredients.
There had to be a better way. And with over 50 million people looking for foods to fit their diets, finding a solution could prove profitable.
Guadagno teamed up with Barb Axleson, who he knew had experience with food companies like Unilever and Campbell’s Soup, and Elad Barkan, a Michelin-starred chef, to start It’s Skinny. Their mission: to help millions of people who feel deceived by the food industry by offering them a truly natural, low-calorie, gluten-free and tasty option. It was an extraordinary success.
It’s Skinny is already the best-selling pasta on Amazon. They are growing more than 80% each year, the company says, reaching a $10 million revenue run rate today. This earned them investments from Tim Draper, Elevator Syndicate and more. And to continue fueling their growth, they have offered the opportunity for everyday investors to join them.
This means you can invest in It’s Skinny and share in their growth. And they have a very ambitious growth plan. But before we get to that, let’s take a look at exactly how they managed to achieve this success.
It’s Skinny’s secret ingredient.
Being originally from New Jersey and New York, Guadagno and Axleson grew up loving pasta. So they teamed up with Barkan, a world-class chef from a Michlin Star restaurant in Italy, to make a pasta that ticks all the boxes.
“I’m Italian, so I’m hardwired to love pasta,” Guadagno says. “But pasta is an inflammatory food, especially pasta made with enriched domestic wheat, and it is high in carbohydrates.”
Instead of using wheat or other genetically modified substitutes found in most pasta, the team turned to a special Southeast Asian plant called konjac.
Konjac is rich in fiber and does not contain excess carbohydrates. The noodles take on the rich, savory flavor of any sauce, cheese or meat you normally cook with pasta. It’s Skinny, available in spaghetti, fettuccine and angel hair forms, has a similar texture to al dente pasta.
Guadagno explains, “My team and I created It’s Skinny to mirror the taste and texture of conventional pasta but with a grain-free base to avoid inflammation and unnecessary carbohydrates.”
Using konjac, It’s Skinny has created the easiest and most convenient way to eat better without sacrificing taste. An entire 9.5-ounce bag contains just 9 calories, 2 grams of fiber and exactly 0 net carbs, the company says. It’s Skinny doesn’t need to be boiled, so consumers can prepare most meals in under five minutes.
But creating better pulp on paper is only half the battle. What’s really exciting for investors is that consumers love it.
The best-selling pasta on Amazon is just the beginning.
It’s Skinny’s 9 calorie pasta is a hit. It’s already the best-selling pasta on Amazon, beating out traditional brands like Barilla and legume-based competitors like Banza, the company says. They have amassed more than 3,300 5-star reviews on Amazon with people highlighting their delicious taste and lifestyle compatibility. As Guadagno says, “We constantly receive stories from consumers who are also embarking on a lifestyle improvement journey, and It’s Skinny is a great help in their efforts.”
Even better? People don’t just try it, they buy it repeatedly. More than 6,300 people sign up for Amazon, which means they automatically buy it every month. It’s Skinny also boasts a 19% higher repeat purchase rate than other pasta brands on Amazon.
Skinny doubled its household penetration in 2023 and plans to double it again in 2024, the company says. But this is just the beginning. Less than 1% of families have tried It’s Skinny, meaning their expansion potential is large. And they have an ambitious plan to expand. They aim to expand to national retailers like Costco, Kroger, Target and others. They have the potential to add more than 20,000 new retail doors, the company says.
Additionally, they are developing new product lines to increase their reach. They’ve already announced It’s Skinny Mac, a gluten-free mac and cheese that boasts just 5 net carbs and 2 grams of fiber per serving, the company says.
Their short-term goal is $30 million in sales by 2026. Long-term, they aim to become a household name and a staple on your grocery shelves. It’s no wonder investors are lining up to grow with them.
The table is set: you can invest in It’s Skinny.
You would normally have to be an accredited investor or Wall Street hedge fund to invest in a private company like It’s Skinny. But they are opening the doors to anyone who wants to join them as an investor.
It’s Skinny plans to use investor capital to accelerate its growth through three channels:
- Retail distribution: Fuel their physical expansion and increase same-store velocity with on-shelf promotions.
- Direct marketing: Drive more traffic to your website through digital ads and email marketing, generating new sales and repeat buyers.
- Digital markets: Leverage digital marketing strategies to increase awareness and discoverability of your products on platforms like Amazon, Instacart, and retailer websites.
A list of investors are already on board, including Tim Draper (who invested $1 million), Kip McClanahan of Silverton Ventures, Elevator Syndicate and others.
And you can join them as a shareholder of It’s Skinny. To learn more about this opportunity and share in their growth, go to their website by clicking here.
Disclosure: This is a paid advertisement for its Skinny REG CF offering. Please read the offering circular at invest.itsskinny.com