The Friday Accelerator How to Pivot to Profit with Ella Rauen-Prestes of Fitbakes
Dec 26, 2025
Ella Rauen-Prestes, founder of FitBakes, shares her journey from corporate life to creating a thriving UK brand of low-carb, high-protein baked goods. She discusses the bold decision to pivot from cakes to bars and bread while prioritizing profitability over rapid growth. Ella reveals how she effectively markets on a budget and navigates challenges like outsourcing production and customer service. She also candidly shares her experiences with perimenopause as she balances business and personal life, offering a fresh perspective for entrepreneurs.
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Bread Became The Core Product
- FitBakes started with cakes and bars but bread became the dominant product by sales and profit.
- Ella followed market demand and repositioned the business as a bread-focused bakery.
Milestones That Mattered
- Ella marks milestones by first retail shelf (Selfridges), hitting £500k revenue, outsourcing production, reaching seven figures, then profitability.
- Those specific milestones signalled real progress for FitBakes over seven years.
Health Trends Create Bread Opportunity
- New weight-loss drugs and glucose-focused trends are expanding demand for low-sugar, high-protein foods.
- Ella sees customers using Ozempic/Mounjaro and continuing demand for nutritionally dense bread.