Drumroll, a US-based donut company known for its “low-sugar, high-protein” offerings, has secured a $3m investment from consumer packaged goods brand incubator 7 Mile Brands.  

The investment is aimed at fuelling Drumroll's expansion and meeting the increasing demand for healthier snacking options. 

Co-founded by Hassan Safieddine and Ryan Brothers in 2019, Drumroll offers baked donuts in three flavours: chocolate, vanilla and strawberry.  

According to the company’s website, a 75g serving contains 1g of sugar, 10g of protein, 8g of net carbs and 190 calories.  

Its products are aimed at health-conscious consumers looking for “low sugar and gluten-free” snack options.  

Drumroll's products are currently available nationwide in the refrigerated section of select retailers, including Target, Kroger, Wegmans, HEB, Albertsons and Shoprite. 

7 Mile Brands was founded in 2023 by Jason Cohen and Sammy Kestenbaum. Its portfolio of snack brands include Pretzelized and now Drumroll.  

Drumroll's other backers include 4th and 1 Ventures and Mu Ventures.  

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

“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: “We are thrilled to be partnering with the 7 Mile Brands family and to welcome Jason and Sammy to our board. Their track record of scaling brands is exceptional, and we are confident their expertise will help us drive innovation and guide the brand into the next chapter of growth.  

“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.” 

The investment in Drumroll builds on the interest this year in M&A in the bakery snacking category, particularly in the US.

Mondelez International, for instance, struck a majority deal in China for Evirth, a manufacturer of the French-style desserts mille crepe cakes, along with Swiss rolls, mooncakes and cookies.

And the US-based snacking and confectionery giant, via its venture capital arm, also took an interest in Urban Legend, a UK-based maker of better-for-you donuts.