Anyone who appears at “The Lion’s Den” usually has a plan, a product and ideally get a deal. With Isabelle Forster from Better Cakez, the recipe was a bit more emotional. She shared her personal story of suffering: 125,000 euros in debt, two years of tinkering in the baking kitchen. The result was: gluten, lactose and soy-free cakes that should taste better than some sinful chocolate bars. But at the end of the show there was no deal, but a strong statement.
Forster talked to the founder scene about how it went financially for you after recording, what she would like to say again Frank Thelen and what she is planning for Better Cakez now.
Cake instead of law firm
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Brief review (who has already seen the episode can scroll down for the interview):
Forster had originally hit a different career path. She had studied law, the state examination in her pocket. But health problems threw everything over the pile: constant dizziness, skin problems, even hair loss. The diagnosis: multiple intolerances. The solution? Cake, of course.
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But not just any cake. Forster wanted the impossible: sweet snacks that taste like sinful desserts, but without gluten, lactose, soy. For two years she worked on the perfect recipe until she created a cake with a 34 percent proportion of vegetables, which is supposedly not tasted out.
Three different varieties
In the pitch she presented her “snack cake to spoon” in three varieties:
- Chocolate Fudgy Cake With beetroot, pumpkin and almonds
- Peanutbutter Brownie With zucchini
- Carrot Chai Cake With chickpeas and carrots
All Ready to Eat, with the company’s “Göffel” (fork hits spoons). Cost: 3.99 euros per 110g glass. Production? Still by hand, which means delivery times of two to three weeks. Sales volume? 50,000 euros in four months, despite viral Tikok videos with a million range.
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The lions don’t bite – almost
While Judith Williams gets out directly, Forster fought himself through a roller coaster of the feedback. Ralf Dümmel praised the courage, but found the product and evaluation “too expensive”. Carsten Maschmeyer saw “protein bar vibes”, but no real investment potential. Janna Ensthaler rank with herself, praised the founder, but decided against an investment: “Food must be suitable for mass. That is still too special.”
And then there was Frank Thelen – Forster’s Wunschlöwe.
He was impressed by the founder, the taste and her mission: “You are strong, I think it can be big.” But Thelen, experienced in food deals, made it clear that this will be a tough way. And: he wants 25 percent for 150,000 euros – non -negotiable.
A deal with back
The emotional moment came at the end: Forster left the stage to advise himself and make a decision. When she comes back, all eyes are on her. “We know what we are worth,” she said. 25 percent would not be considered. She leaves the deal.
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The lions were amazed, some incredulously. After the founder left the cave, Dümmel says to Thelen: “She won’t be able to do that alone.” Thelen replies briefly and briefly: “No.”
In an interview with the start -up scene, Isabelle Forster talks about what she would like to say again Frank Thelen and how it went on for you after the recording
Founder scene: Isabelle, your big moment was the cancellation of your desired frank Thelen. How did you feel when you went through the door back into the cave?
