Euphoria

Euphoria: a Chipotle-vs-McDonald's healthy bakery with no blood-sugar spike

Andrew Wilkinson built a bakery making treats with new sweeteners (allulose, stevia, xylitol) that taste as good but don't spike blood sugar. His framing: bakeries are the unhealthy McDonald's of the '90s, and a healthy version is the Chipotle people will trade up to.

“everyone wants to be healthy right now and they're used to going to a bakery and eating something unhealthy. Given the option, would they choose something that's higher end and healthy but still tastes the same or better? So So think about McDonald's. McDonald's was the standard in the '90s. Now there's Chipotle. If you're a little more health conscious, you go to Chipotle.”

Steal thisTake a category people indulge in guiltily and build the higher-end healthy 'Chipotle' version that tastes the same.