Saad Umerani is the Co-Founder and CEO of Protein Bakeshop, a Dubai based healthy snacks company founded in 2014
Protein Bakeshop develops healthy, guilt-free snacks that don’t compromise on taste.
The inspiration for the flavours comes from existing snacks that people know and love.
“The reason eating healthy eating doesn’t become a habit is because healthy food just doesn’t taste good. We always compromise on taste to eat healthy. That’s why we created Protein Bakeshop, we want our clients to eat good tasting food and enjoy it guilt-free.”
Saad is also passionate about start-ups and technology. He is the Founding Partner at Enabling Future, a venture capital firm based out of Dubai that makes seed and early stage investments in companies in the US and MENA. Some of their notable investments include – Cowlar (Fitbit for cows), Thrive Market (healthy foods e-commerce in the US), Aspiration (fastest growing mobile bank in the US), AlemHealth (radiologist in a box) Aspiration (Mobile bank) and Protein Bakeshop (Healthy CPG).
He is a former technology & social entrepreneur, he founded two fintech software programs which add efficiency to banks’ lending and KYC processes in the Middle East. The software is currently used by 40 banks in the Region. The software is currently owned by his family business, ValuStrat. Saad has previously worked in investment banking, management consulting and technology sectors in the Middle East. Saad received his bachelor’s in engineering from McMaster University in Canada.
Below is Saad Umerani, Co-Founder and CEO of Protein Bakeshop, exclusive interview
conducted by Haley Norton for The 7th Magazine’s Blog, Luxury Chapters –
How did you fall into creating healthy but delicious baked goods? What was the inspiration?
I lead a healthy lifestyle and do CrossFit 4to5 times a week. I realized that eating healthy was a real compromise, whereas eating unhealthy was a fun activity. The only reason this was so, is because healthy food doesn’t taste good. We believe that the only way we can make eating healthy a habit is by making healthy taste good and not boring.
What kind of message do you hope your healthy food gets across to your customers?
That eating healthy doesn’t have to be a task and compromise, it can be fun as well; hence become a part of your daily life. Our products stand the ultimate test, they taste great! They are also diabetic friendly in limited quantities.
What is one of your favorite baked good that you offer?
Peanut Butter Truffles. I am a big peanut butter and chocolate fan, and on a ketogenic diet, so works perfectly for me.
Your treats all have a wonderful look to them- what is the inspiration for the simple yet sleek design?
We want to make a good first impression. We want to give our customers all the information they need at first glance and at the same time stand out from the others on the retail shelves. We use our inhouse design team to balance information, functionality and design. It’s an art, and I think we have done this well.
What is the mission behind this company?
At Protein Bakeshop, we want to make healthy eating a lifestyle and make it fun. We want to make food that is actually healthy, not boring and accessible.
You seem to have done it all, from investment banking, to making recipes, to founding software- how do you balance so many different projects? Especially with them all being so different.
Right now my focus in purely Protein Bakeshop and nothing else. I used to be in Venture Capital, and I still enjoy learning about new business and working with entrepreneurs on innovative ideas. I want to bring the same mindset into what I do now. We have some really cool and innovative things coming up!
What can we expect next from you? Any new areas you’re going to dive into?
We are focused on making our products more accessible to people across the GCC. We are working on collaborating with some awesome retailers and influencers so help us bring the product to the right audience and help us get the word out. You can expect some really cool new collaborations and flavors from us! Stay tuned.