Kailey Donewald was born with severe allergies and asthma, or so her doctors told her.
She tried surgeries and medications, but nothing changed. She was resigned to the fact that she'd be dealing with these conditions for the rest of her life—until she eventually traveled to Bali at age 25 and went on a two-week food cleanse eating only fruits and vegetables.
"In that short amount of time my body completely healed itself of both asthma and allergies, which was very profound because I realized in that moment I wasn’t born with these conditions; ultimately it was the food I had been eating my whole life," Donewald said. "It was the standard American diet that was giving me these symptoms."
To bring more healthy eating options to Americans, in 2017 Donewald launched Sacred Serve, a vegan gelato brand based in Chicago. Sacred Serve's base is made with organic young coconut meat instead of dairy, and contains half the calories and fat of coconut milk, Donewald said. It's sweetened with coconut sugar and contains other ingredients like maca root, cacao, matcha green tea, chaga mushrooms and saffron.
The end result is a vegan gelato that's packed with fiber, vitamins and minerals, Donewald said, while also keeping the rich and creamy texture traditional gelato is known for.
Sacred Serve can be found in Whole Foods locations across the Midwest, and was recently named by Whole Foods as its regional supplier of the year. It's also available at Plum Market, Foxtrot and independent grocers across the Midwest, Southeast and California. Its flavors include Matcha Mint Chip, Chaga Chocolate, Coconut Salted Caramel, Cookies N Cream and Saffron Chai Spice.
The startup is gaining steam as consumer appetites for healthier snacks increases.
"We’re seeing a massive shift toward wellness-focused purchasing," she said. "A lot more consumers are starting to understand that the food they're eating really does impact their immunity and how they feel on a day-to-day basis."
The startup, which has raised just under $1 million in funding from investors including Chicago's CompanyFirst, also features a 100% recyclable and plastic-free ice cream carton, which it says is a first for the industry. Its competition includes other emerging brands like The Coconut Cult and Sunscoop, along with larger players like Ben & Jerry's, which also offers dairy-free flavors.
Sacred Serve isn't the only Chicago CPG startup aiming to clean up the freezer aisle. Other local better-for-you upstarts include plant-based frozen burrito startup Cool Beans and frozen waffle startup Evergreen. Frönen, a dairy-free ice cream startup that won first place at the University of Chicago's College New Venture Challenge in 2017, is also among the healthier grocery freezer alternatives.
