In 2016, twin brothers Amin and Amir Bahari were students at UT. Amin worked with the football team during the day, where he had access to high-protein snacks and shakes. At night, the brothers often visited a donut shop in West Campus.
Instead of giving up donuts completely, they decided to create a healthier version and started experimenting with recipes in their apartment kitchen. In 2017, they officially launched Elite Sweets, specializing in “better-for-you” donuts that are high in protein, low in sugar, gluten-free, and keto-friendly.
Alyssa Messina, a customer and health content creator, commented, “You could tell it was a healthier donut, but it wasn’t one of those protein snacks that you try and you’re like, ‘I’ll never have (this) again.’ It was one of those that you’d keep in your routine.”
On June 26, Amin Bahari appeared in the Season 11 premiere of Entrepreneur Media’s “Entrepreneur Elevator Pitch.” Entrepreneurs on the show have 60 seconds to pitch their business to a panel of investors. Bahari felt confident and prepared for his pitch. “I was trying to enjoy the moment,” he said. “(I was) taking in what they have to say, their feedback and ultimately doing the best I can to put my business in a position to hopefully bring them on as an investor.”
Dhani Jones, a former NFL linebacker and judge on “Elevator Pitch,” offered $200 thousand to invest in Elite Sweets. “I grew up watching him play football on TV in the NFL, so it’s a full circle moment,” Bahari said.
The investment will help Elite Sweets launch a line of donut holes with new flavors. Bahari also hopes the brand will continue to thrive long into the future. “I think what my brother and I have done is build a great foundation for the business,” he said. “I’m proud of what we’ve done — I’d love to see Elite Sweets continue to grow and grow.”
Timothy Cole, a UT alumnus and co-founder of Elite Sweets, mentioned that UT provided crucial support and resources in the company’s early stages through programs like the Longhorn Startup Lab in 2017. They received weekly mentorship from Austin-based entrepreneurs during this time.
After pitching at the 2017 WeWork Creator Awards, Elite Sweets secured a $360 thousand investment, which they used to move into a commercial kitchen. “We would go there every Tuesday and crank out donuts from 1 p.m. to almost midnight,” Cole recalled. “It was brutal, but it was fun because we (were) learning things.”
Reflecting on their journey, Bahari acknowledged that their time at UT, especially working with the football team, helped them see their potential as entrepreneurs. “We didn’t come from an entrepreneur background,” Bahari said. “We had to really learn everything on our own. That’s been the most humbling but also (the) most satisfying kind of (reward).”
