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CPG brand incubator 7 Mile Brands has invested $3m into Drumroll, a ‘better-for-you’ refrigerated doughnut brand based in the US.

The brand offers a range of low-sugar, high-protein doughnuts that aim to satisfy consumers’ sweet tooth cravings without compromising on taste or nutrition.

The refrigerated doughnuts – available in chocolate, strawberry and vanilla flavours – are baked, rather than fried, providing a ‘fluffy and cake-like’ texture with just 1g of sugar, 10g of protein, 8g of net carbs and 190 calories.

Drumroll was founded by former athletes Hassan Safieddine and Ryan Brothers, responding to demand for healthier snacking options that are higher in protein – according to Future Market Insights, 60% of consumers seek snacks that provide additional health benefits.

Jason Cohen, co-founder and CEO at 7 Mile Brands, said: “At 7 Mile Brands, we seek out disruptive brands that are poised to transform their category, and Drumroll is exactly that”.

He added: “With the rise of health-conscious consumers seeking more mindful indulgence, Drumroll’s unique approach to balancing taste and nutrition perfectly aligns with current market trends in the refrigerated snacks segment. This investment will fuel their expansion and amplify their impact in the industry.”

Drumroll co-founder Brothers said that 7 Mile Brands’ expertise and “exceptional” track record of scaling brands will help the brand to drive innovation and guide it into its next growth chapter.  

“Together, we are excited to turn Drumroll into an everyday snacking platform that reinvents the nostalgic treats we all loved growing up, while staying in tune with today's health-conscious lifestyles,” he commented.

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