Profitable Pivots: How Ella Rauen-Prestes Built Fitbakes' FMCG Success

What made Ella Rauen-Prestes walk away from supermarket listings most founders dream of? Discover how the Fitbakes founder turned strategic pivots into challenger brand growth, moving from cakes to bars to bread. In this food entrepreneur interview, learn how successful FMCG founders prioritise profitable growth over scale and navigate product-market fit with real-world insights. Karen Green explores the leadership decisions that built a thriving food business in the UK's super-competitive health-conscious market.

FitBakes is the UK-based brand that makes low-carb, high-protein bakes with real ingredients. Originally from Brazil, where healthier baking is second nature, Ella spent over 20 years in the corporate world before friends encouraged her to turn her baking into a business.

Her story matters to food founders and leaders looking to exit because she represents a different playbook: deliberately choosing profitability over growth to achieve her goals. In an industry littered with brands that scaled fast and burned out even quicker, Ella's approach - procedures, ruthless discipline, and following the market rather than fighting it - offers a way to find sustainable success.

Listen to the podcast to discover:

The exact revenue milestones that marked the business’s real progress

How Ella and her husband Lucien divide responsibilities to run a business together without destroying their marriage

The secret customer service weapon that turns furious customers into loyal advocates

What Ozempic and Mounjaro mean for the future of food brands like Fitbakes

The specific turnover targets she's working toward for an exit

Her honest take on navigating perimenopause while starting and running a business

Find FitBakes:

Buy online at fitbakes.co.uk