DEALS Ep.20-Elavi
A chat with Michelle Razavi, Cof & CEO of Elavi
Catch the full interview on Youtube or Spotify. Subscribe to DEALS here.
What Stands Out
Brownies that function like protein bars, but taste like desserts.
Elavi is redefining permissible indulgence with a line of appetizing products that deliver sound nutrition without sacrificing flavor.
"We wanted to solve for the sweet craving without the sugar crash," Michelle says. "The brownie lets you have both — pleasure and nutrition in one bite."
Simply stated. Incredibly challenging to execute.
The Gap in Protein Snacks Today
Though the $8b protein snack market is booming many products still miss the mark.
First, many BFY snacks are anything but, often packed with sugar, artificial ingredients, and cheap fillers.
Even worse, they often lack in taste, forcing consumers to choose between flavor and nutrition.
Second, the category’s branding still heavily skews masculine.
Traditional protein bars and snacks often lean on “bodybuilder” aesthetics with hyper-agro imagery and flavor profiles that don’t connect with the health-conscious, female demographic.
Elavi was created specifically to fill these voids.
"We saw that protein snacks were mostly made for men — bodybuilder branding, chalky taste — and we wanted something delicious, functional, and actually appealing to women." - Michelle
Elavi brownies and cashew butter spreads. Try for 10% off with code 'PAPERBOY20’
How Elavi is Raising the Bar
The brand has refined its signature offerings after years of R&D alongside a world-class food scientist:
🍫 High-protein Brownies
🥜 Cashew Butter Dessert Spreads
Naturally sweetened with dates and made with plant-based protein, Elavi formulas emphasize simplicity and functionality.
Cofounders Michelle & Nikki are experienced operators with complementary expertise in marketing and finance. As active fitness instructors, they bring a unique perspective to the business and stay connected to their core audience.
The brand name ‘Elavi’ merges their last names with a nod to the word ‘elevate’, which is exactly what the business is currently doing…
Nikki (left) and Michelle (right) enjoying their Costco launch.
What’s Next for Elavi
2024 was a breakout year for Elavi, delivering strong revenue by way of execution with Costco and Amazon.
Costco alone ordered +1 million brownies since launching in May 2024.
Whole Foods comes onboard this Summer with distribution expanding to Southern California.
The shelf-stable and unmeltable nature of Elavi’s products allow for penetration into nearly all channels of trade, avoiding cold-chain logistics. True mass market potential.
"We want to own the category of permissible indulgence," Michelle says. "And that means staying laser focused on the consumer, solving their needs, and doing it better than anyone else."
With a team built for both hustle and discipline, a loyal customer base, and a product that truly delivers, Elavi is poised to lead the next generation of snack innovation — one brownie at a time.
