Noshu’s sweet surge of success: from $4 million to $40 million in four years

Growing a business from $4 million in revenue to $40 million in just four years is no easy feat, but for entrepreneur, mum of two, and the founder of low-sugar treats business Noshu, Rachel Bajada, this number is about to become a reality in 2024 – and it all began with a humble start in her kitchen making her first no-sugar donut.

Noshu was launched by Bajada 10 years ago after she returned to Sydney following a few years living in France.

She learned many of her extended family members had developed Type 2 diabetes and couldn’t enjoy sweets or desserts at family events and gatherings without having to inject insulin, or abstain entirely.

“I knew that completely abstaining from sugar and sweet foods was not a feasible option for most of us,” Bajada told SmartCompany. 

“So making a range of great tasting, low sugar sweet treats available as an alternative to the sugar-laden mainstream snacks Australians love was critical in order for people to successfully reduce their sugar consumption long-term  – and doing so naturally, without using artificial or chemical sweeteners was just as important.”

Today, Noshu has more than 40 products in six grocery categories and claims to have removed 1.8...