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Bake Me Healthy, Defi Snacks named in pitch competition

Bake Me Healthy and Defi Snacks products on background
GRAPHIC COLLAGE BY AVANT FOOD MEDIA
BY: Maddie Lambert

Maddie Lambert

NEW YORK — The Enthuse Foundation, a non-profit organization dedicated to supporting women entrepreneurs, announced the finalists for its 7th annual Pitch Competition, recognizing individuals making an impact in the food, beverage and CPG spaces.

Five founders, selected from more than 350 applications, will pitch their businesses to a panel of judges for a chance at more than $200,000 in cash prizes and business-building resources. Of the five 2025 Enthuse Foundation finalists, two work in the baking space.

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“With women receiving less than 2 percent of venture capital, supporting women founders is central to our mission,” said Kim Lawton, co-founder of the Enthuse Foundation. “Now in our seventh year, this event provides critical resources, mentorship, and exposure to help innovative, women-led businesses thrive. We are thrilled to celebrate the vision and resilience of this year’s finalists.”

Kimberle Lau was recognized for her brand, Bake Me Healthy, an allergy-friendly baking brand with a purpose for sustainability and upcycled ingredients. Tatyana Jones earned a nod for Defi Snacks, a brand that combines high-quality chocolate with functional, protein-rich ingredients such as sprouted buckwheat and whey crisps.

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This year’s judges include Deepa Gandhi, Eugene Khabensky, Claudia Schubert and Nicole Angel Wachter.

In addition to the Pitch Competition, Amazon will host “Support Small with Amazon,” a pop-up experience showcasing products from women-owned brands sold in its store alongside items from the five finalists. Planet Bake, a better-for-you donut manufacturer, is among the highlighted brands.

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Since its inception, the Enthuse Foundation has invested more than $1 million in financial support and services to women-owned businesses through its pitch competition and grant initiatives.

This year’s event will be held Nov. 6 at the Town Hall in New York. For more information, visit the Enthuse Foundation website.

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