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BRAND SPOTLIGHT

IMPOSSIBLE BAKERS

In this brand breakdown we take a deep dive into Impossible Bakers.

CATEGORY: BAKING MIXES

0368 -Impossible-Bakers

📘BRAND OVERVIEW

Impossible Bakers, a Barcelona-based bakery, is pioneering a new vertical in baking by offering a range of low-carb, keto-friendly and gluten-free baked goods. They are redefining how baked goods are perceived, with an innovative approach that caters to even the most health-conscious. 

 

As the first-to-market brand that has carved out a space that didn’t exist before, they have positioned themselves as the leaders in health-centric bakery treats.

🔍LET’S GIVE SOME CONTEXT

  • Founding Expertise: Co-founded by Mariona Comas Turró, Gustavo Catena, and Ariadna Grau – a business professional, a chef, and a healthy lifestyle influencer respectively, they brought together the perfect mix of skills for success in this venture.

  • Strategic Partnership: Lacking an investor to drive the project forward structurally, Joseph Casas, a founder of Naturitas, a successful startup in the health sector, joined them. 

  • Impactful Vision: From day one, their philosophy has been to make the impossible possible with a clear mission to redefine baking by creating delicious, real, yet profoundly healthy treats.  The founding members all shared a vision beyond profitability; they wanted to create something impactful in people’s lives. 

  • Niche Focus: Realising that many other products claiming to be “healthy” in the industry often contain processed ingredients, Impossible Bakers set out to fill a gap in the market, defining itself as a genuinely healthy bakery. Their niche is focused on low-carb, and high-protein diets – meaning some traditionally healthy ingredients may be rejected if they do not align with their vision e.g. whole-grain may not have a role due to its high GI. Their products rely on nuts, seeds, healthy fats, and high-quality proteins.

  • Operational Process: Involves small-batch production, flash-freezing goods without preservatives. The product is delivered at refrigerated temperatures, allowing it to stay fresh for about a week or to be frozen at home.

  • Logistics Evolution: When demand for their dry products like energy bars, baking mixes, and granola grew, they changed their logistics approach -separating cold from dry orders and dispatching separately.

🏢 BEHIND THE SCENES

  • Headquarters: Barcelona, Spain
  • Year founded: 2021
  • Employee count: 13
  • Investors: Navacom Investors,
  • Purchasing Options: Primarily online

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Product: Baked goods – cold and dry

  • Product Range: Bread, Sweet bakes, Chocolate, Cakes, Savoury, Pantry
  • Innovation: N/A –  Focus on consolidating range

  • Target audience: Health conscious – specifically interested in low-carb, low-sugar, high-protein diets.  They initially focused on the keto diet. However, they recognised this was polarising and with the desire to expand their audience, they transitioned to a more inclusive “low carb”.

  • Brand positioning: High-quality, innovative, leaders

🧡 THIS GETS US EXCITED

  • Pioneering A New Vertical: They are the first-to-market brand in this innovative niche, carving out a category that didn’t exist before and setting the standard. Their commitment to redefining baking by offering genuinely healthy treats sets them apart.

 

  • Strategic Vision: Their mission goes beyond profitability, from the start they set out to make a meaningful impact on people’s lives. This clear sense of purpose and vision is inspiring and drives their dedication to creating healthy baked goods. The clarity of vision starts with the product – they are clear about what they do and don’t stand for and what should and shouldn’t be in their products.

  • Innovative Approach: Their operational process, focusing on small-batch production and flash-freezing goods without preservatives, speaks volumes about their commitment to delivering fresh, high-quality products. Despite their growth, they continue to offer the same quality and have adapted their logistics to continue the quality service of their cold business, whilst maximising the dry business.

🤔 POTENTIAL BRAND CHALLENGES

 

🏁SOME OF THEIR COMPETITION

🛒 WHERE TO FIND THEM

  • D2C: Online

  • B2B: Independents

WHAT NEXT?

 

🧢  MEET THEIR TEAM

All data is correct at time of writing. 

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