Sweets From The Earth, founded in Toronto in 2002, is an all-natural vegan bakery committed to crafting high-quality, plant-based treats. Its products are handmade in small batches using only the finest 100% plant-based ingredients, prepared in either a dairy, egg, sesame, peanut & nut-free facility or a dairy, egg, wheat and gluten-free facility. The bakery offers a wide variety of cakes, cookies, muffins, bars, and squares, available at natural food stores, grocery stores, cafés, and restaurants across Canada.
Transformative partnerships
Fengate’s 2025 investment in Sweets From The Earth marked a strategic entry into the growing “better-for-you” baked goods segment. The company is a leading Canadian commercial bakery known for its “free-from” sweet baked goods, distributed through retail and foodservice channels with strong private-label and co-manufacturing capabilities.
The opportunity arose through an advantaged auction, where Fengate’s relationship with the founder and co-CEOs and deep sector expertise positioned us as the preferred partner. Having tracked the category for years, Fengate brought conviction in its resilience and growth potential. From day one, the focus was on scaling and unlocking new channels. Fengate prioritized sales strategy and team build-out, with Doris Bitz joining as Operating Partner and Board Member. Doris brings 30+ years of experience in successfully building, scaling, and growing manufacturing and CPG businesses across North America. At Dessert Holdings (PE-backed by Bain Capital), Doris was responsible for the vision, strategy and commercial operations that increased annual revenue meaningfully. Prior to Dessert Holdings, Doris held progressive sales and marketing roles at Pepsi-QTG and General Mills.
Growth initiatives began immediately: refining go-to-market strategy, optimizing salesforce deployment, and exploring cross-selling opportunities across Fengate’s broader portfolio. At the same time, the team advanced a robust M&A pipeline, reviewing more than 20 potential add-on targets.
The partnership is unlocking new opportunities for innovation and expansion. With a dedicated leadership team and Fengate’s resources behind it, Sweets From The Earth is accelerating toward its goal of becoming the go-to platform for better-for-you bakery solutions across North America.
