What's Happening?
Todo, a manufacturer of ready-to-drink high protein and high fiber shakes, is making strides in the GLP-1-friendly product category. Founded by Niket Soni in 2024, Todo offers shakes with 26 grams of protein and 6 grams of prebiotic
fiber, available in flavors such as milk chocolate, chocolate hazelnut, and espresso. The company faced a significant setback when a fire broke out at its California-based co-manufacturing facility in April 2025, halting production. Despite this challenge, Todo has successfully reformulated its products and resumed operations, switching from bottles to cans for better processing. The company was selected by the California Milk Advisory Board to compete in the Real California Milk Excelerator program, winning $30,000 and qualifying for a $100,000 prize.
Why It's Important?
Todo's ability to overcome the production halt and relaunch its products highlights resilience and innovation in the food and beverage industry. The company's focus on GLP-1-friendly products taps into a growing consumer trend for health-conscious and functional foods, potentially positioning Todo as a key player in this niche market. The support from the California Milk Advisory Board underscores the importance of collaboration and resource-sharing in fostering startup growth. Todo's success could inspire other small businesses to pursue innovative product development and seek strategic partnerships to navigate industry challenges.
What's Next?
Todo aims to expand beyond its direct-to-consumer model and secure retail opportunities, particularly in California. The company plans to leverage its participation in the Real California Milk Excelerator program to enhance its market presence and explore distribution channels such as gyms, cafes, and convenience stores. As Todo continues to scale, it may face challenges related to production capacity and supply chain management. The company's progress will be closely watched by industry stakeholders, including competitors and investors, as it seeks to capitalize on the growing demand for protein-rich and fiber-enhanced beverages.
Beyond the Headlines
Todo's journey reflects broader themes in the startup ecosystem, such as the importance of adaptability and strategic partnerships. The company's focus on GLP-1-friendly products aligns with consumer interest in metabolic health and weight management solutions, potentially influencing future product development trends. Ethical considerations regarding ingredient sourcing and sustainability may arise as Todo expands its operations, prompting discussions on responsible business practices.
