Toto Cookies
Dessert that reads like a supplement label.
Category
Clean-label indulgence for the better-for-you shelf
Status
Active
Leadership
Sydney, Co-Founder · Bennett, Co-Founder & CEO
Toto makes soft-baked, single-serve cookies that taste like dessert and read like a supplement label. Ten grams of protein, seven of fiber, ten of sugar, no gluten, dairy, soy, or seed oils. The ingredient list runs two lines, not twenty. It’s a cookie first, built clean, with nostalgic formats like Cakesters already on the roadmap.
The better-for-you snack aisle is big, repeat-purchase, and mostly stale. The incumbents built broad distribution and watched their velocity die. Toto did six to seven million in revenue with almost no paid marketing, ranking top five in the natural bar set alongside GoMacro and Perfect Bar, and taking shelf as it goes. Taste is doing the work that ad spend usually does.
Our thesis is that the consumer decides what goes in their body long before a doctor weighs in, and the brands that earn that trust win the shelf. Toto earns it the hard way, on taste. A founder who built the product out of her own health journey, macros that actually hold up, and a label short enough to read in one breath. This is a consumer goods brand with real community underneath it, the kind of better-for-you bet we back.
