MIAMI, FLORIDA: Maria Fernanda Cabezas and Maria Corina Cabezas pitched their revolutionary invention, TOAST-IT, on 'Shark Tank' Season 15 Episode 2.
When the sisters from Caracas, Venezuela, first came to Miami, they brought their culinary tradition too, but discovered a critical item was lacking from their diet: arepas. TOAST-IT, a tasty and simple-to-make alternative, was invented to fill this need.
The sisters wrote on their brand's website, "This achievement was a dream that always seemed impossible for us to reach! We had the opportunity to proudly present our culture and our products (including our beloved AREPA) which managed to captivate Mark Cuban, Lori Greiner, and even Mr. Wonderful himself!"
The sisters' fundamental mission is to celebrate the great depth and diversity of Latin American culture. Their sincere goal is to introduce the spirit of their culinary staples to the United States, making them a recognizable part of everyone's table.
The sisters will pitch their unique idea to the Sharks - Mark, Kevin O'Leary, Lori, Daymond John, and guest Shark Daniel Lubetzky - in the upcoming episode 2 of 'Shark Tank' Season 15. While we wait to see if the pitches have an effect on the Sharks, you can learn more about TOAST-IT and its founder here.
What is TOAST-IT Arepas?
When Maria Fernanda Cabezas and Maria Corina Cabezas arrived in America, they brought their Venezuelan heritage and culinary traditions with them. However, they encountered a problem: the absence of arepas, a staple of their diet back home. But the sisters had a solution: TOAST-IT, a Miami-based food startup that turned this Latin American classic into a quick and healthy meal.
The idea cropped up during their struggle to keep their Venezuelan culinary traditions alive in their hectic American lives. The sisters created TOAST-IT in 2019 after several rounds of cooking and testing in their own kitchen. To separate themselves from the competitive food industry, the firm emphasized strong branding and high-quality ingredients, especially targeting the health-conscious millennial population.
TOAST-IT products
TOAST-IT's primary product is the ready-to-toast arepas. These arepas are thicker than tortillas and have a genuine flavor since they are made using pre-cooked cornmeal flour known as Masarepa. More significantly, the arepas are gluten-free, nut-free, sugar-free, and preservative-free, with 5 grams of protein per serving. They are quick and easy to prepare, as they can be toasted in an air fryer, toaster oven, or normal oven in about five minutes. They may be stuffed, topped, or spread with everything from cheese to gammon and avocado after they're done.
TOAST-IT's product line has been expanded to include two new arepas: one infused with flaxseed and chia, and another made from cassava root. The flaxseed and chia variation adds protein and fiber to the meal, while the cassava-based arepa has 5 grams of protein and a distinct flavor profile.
Pandebpno Bites is the company's first venture into the world of Latin American cuisine. These nibbles, billed as the first sugar-free Pandebonos in the US market, are made with tapioca starch, Latin American white cheese, stevia, and Himalayan pink salt. They are a delightful yet nutritious snack option at 120 calories per serving.
Who are the founders of TOAST-IT?
Maria Fernanda and Maria Corina Cabezas are Venezuelans, recognized for their unique culture and delectable cuisine. When they arrived in the United States, both sisters took distinct routes before coming together to realize a shared ambition. Maria Fernanda worked in corporate finance for almost nine years, working for Fortune 500 companies such as Pepsico, Citibank, and Pfizer Pharmaceuticals. Despite her success in this field, she felt deeply attracted to business and a desire to promote her Venezuelan background.
Maria Corina, on the other hand, was the first in her family to travel to the United States and, the first to study Economics at the University of Miami. In contrast to her sister, she pursued a master's degree in data science at UC Berkeley. The demanding academic environment did not dissuade her; she graduated with honors, earning the confidence and experience needed to launch her own firm.
TOAST-IT, a venture that would make arepas not only handy but also guilt-free, brought the sisters' abilities and passions together.
When asked if they ever saw themselves as entrepreneurs, they agreed it was a common ambition. They never expected to compete on the American business reality television show 'Shark Tank' for their frozen, ready-to-toast arepas.
This week, the sisters will go on 'Shark Tank,' where they will aim to land a contract for their South American-inspired frozen food company, Toast-It. The episode will run on ABC at 8 pm on Friday, October 6, and will also be accessible on Hulu.
TOAST-IT, according to Maria Corina, is the outcome of a hectic American lifestyle.
"Our schedules were so hectic, and we didn't have the time to prepare the food we grew up eating," Maria Corina told the New Times. "We especially missed arepas, something we'd eat daily at home, but here we were leaning into more convenient options from frozen waffles to tortillas."
While hunting for fresh or frozen, locally created arepas, the sisters noticed a market need. Nobody was manufacturing genuine arepas. As they dug deeper, they discovered something else: South American products that promised convenience were not focused on quality ingredients.
"Looking at Hispanic foods in particular, most options were full of preservatives and added ingredients like sugar," said Maria Corina.
So the sisters, armed with their entrepreneurial spirit, started their own business. They contacted their mother, requested her recipe, and got to work. They came up with a simple way to make arepas at home with an extra convenience twist: they could be cooked and enjoyed in less than 10 minutes.
What is the cost and where to buy TOAST-IT arepas?
The arepas are available in three flavors: original (corn), yucca, and chia flaxseed. For the Yucca type, a 30-pack costs $49.99–$59.99. They can be purchased at Publix in Florida and Central Markets throughout the southeastern United States. They have been recently added to the shelves of Whole Foods, too.
Fans can also purchase the merchandise on Amazon and through the brand's own website.
Customers have left wonderful reviews on the brand's social media sites, praising the flavor of the nibbles. One user wrote, "They are the best so glad they have them at Walmart ❤️🙌." While another added, "SO DELICIOUS 😍😍." Others further commented, "❤️❤️🙌👏 The Best!!"
Where is TOAST-IT now?
TOAST-IT has had a huge effect on the US food industry by combining convenience and healthfulness, as well as tradition and innovation. Their products are a testament to their aim to make Latin American food accessible and appealing to a wide audience, as well as a tribute to their Venezuelan ancestry. TOAST-IT is a brand that appears to be on the rise, with hundreds of orders each week and a presence in numerous supermarkets across the United States and Canada.
Since then, the company has evolved to include a yucca and cheese arepa as well as a line of bite-sized Bunuelo, a Colombian cheese bread sweetened with monk fruit. In 2024, a new plantain Bunuelo will be introduced.
With a 'Shark Tank' contract in place, the sisters believe they can move their brand beyond Florida and expand their product line to cover a wider range of things.
"It's such an incredible opportunity for any entrepreneur," said Maria Corina. "Pitching was honestly terrifying, but when it came time to do it, I think we were focused and prepared. Now you'll have to tune in to see how it turns out."
The girls are most likely looking for a Shark's assistance in extending their retail base.
Who will steal the deal?
Maria Fernanda Cabezas and Maria Corina will present the firm and its development possibilities to a panel of five Sharks. They must persuade Mark, Kevin, Lori, Daymond, and recurrent Guest Shark Daniel that their firm is worthy of a Shark investment. A decent business plan, financials, and sales statistics will impress the Sharks, but they must also demonstrate that they are capable of running the firm to 'Sharks standards'.
Lori and Mr Wonderful may show interest in TOAST-IT.
'Shark Tank' Season 15, Episode 2 airs on ABC on Friday, October 6, at 8 pm ET. Catch the latest episode featuring products like TOAST-IT, Storm Bags, Matador Male Meggings, and ReturnHome Human Composting.
Missed episodes can also be viewed the next day on demand and on Hulu. Not just that, viewers can also watch old seasons and episodes on Amazon Prime Video and iTunes.
