What Why Not does

Why Not operates the Paranice brand, a Colombian-founded direct-to-consumer health-food company that produces and sells gluten-free, sugar-free, and vegan products including nut-based spreads (Esparcibles), granola bars (GranOLAs), pancake and waffle mixes, almond and oat flours, and flaked oats cereal. The company was founded by two young Colombian entrepreneurs who identified an underserved gap in the local market for quality free-from alternatives and built the product line themselves. Paranice positions its spreads as cookie-flavored nut creams (e.g., Golden Butter Cookie, Buterry Pistachio Cookie, Cocoa Hazelnut) and its granola bars as gluten-free and sugar-free snack options, with careful handling of oats to avoid cross-contamination.

The business runs entirely through owned e-commerce storefronts across three markets: Colombia (paranice.co), Costa Rica (cr.paranice.co), and the United States (paranice.us). Pricing is unit-based in Colombian Pesos, with free shipping triggered above $150,000 COP and VAT-inclusive prices. The product catalog spans roughly 20 SKUs across spreads, baking mixes, flours, cereals, granola bars, and bundles, with active SKU expansion continuing through 2025 (e.g., Buterry Pistachio Cookie in January 2025 and GranOLA Pistachio Cookie in August 2025). Marketing is digital-first and content-led, anchored by an extensive recipe blog organized into six categories and supported by social media (Instagram-leaning) and email newsletter.

Why Not is a private, bootstrapped, founder-owned company with no institutional funding, no disclosed management team beyond the two founders, no M&A history, no patents, and no partnerships evidenced in the available data. Geographic expansion beyond Colombia into Costa Rica and the US, combined with continuous product-line broadening, suggests an early-stage company in an active expansion phase, though the absence of disclosed headcount, revenue, or capital raises constrains any precision in sizing.

Name

Why Not

Legal name

Paranice

Website

https://somoswhynot.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Why Not operates the Colombian-founded Paranice brand, selling gluten-free, sugar-free, and vegan nut spreads, granola bars, flours, cereals, and baking mixes directly to consumers through e-commerce storefronts in Colombia, Costa Rica, and the United States.

Ownership category

akta.pro rank

Product category

Gluten-Free Health Foods

NAICS

Sugar and Confectionery Product Manufacturing (3113), Other Specialty Food Retailers (44529)

SIC

Sugar & Confectionery Products (2060), Bakery Products (2050)

akta.pro primary industry

Refrigerated Dips & Spreads (Cream Cheese, Hummus, Salsa, Guacamole) (CRADACAG)

akta.pro secondary industry

Nuts, Seeds & Trail Mix Snacks (CRADABAF)

Keywords

• Gluten-free food products
• Sugar-free spreads
• Nut-based creams
• Gluten-free granola bars
• Pancake and waffle mixes

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Product Sales: One-time purchase model for food products including spreads (esparcibles), granolas, pancake/waffle mixes, flours, cereals, and merchandise. No subscription or recurring revenue model mentioned. Customers pay per unit with free shipping threshold at $150,000 COP.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Paranice manufactures and sells gluten-free and sugar-free food products directly to consumers through its own e-commerce websites. The product line includes nut-based spreads (almond, cashew, pistachio, hazelnut, macadamia, peanut creams), gluten-free granola bars (GranOLA line), oat- and almond-based pancake and waffle mixes, almond and oat flours, and flaked oats cereal. All sales are direct-to-consumer via regional storefronts in Colombia, Costa Rica, and the United States.

Product overview

Paranice is a Colombian health-focused food company founded by two young entrepreneurs seeking healthy alternatives. The product portfolio consists of three main categories: (1) Nut-based spreads and creams (Esparcibles) including cookie-flavored spreads like Golden Butter Cookie, Buterry Pistachio Cookie, Golden Cinnamon Roll, and Cocoa Hazelnut varieties; (2) Gluten-free baking products including oat and almond flours, flaked oats cereal, and pancake/waffle mixes in various flavors; and (3) GranOLA granola bars in cookie flavors. The company emphasizes gluten-free, sugar-free, and vegan options, positioning its spreads as cookie-flavored alternatives and its GranOLA line as gluten-free and sugar-free snack bars.

Differentiator

Problem solved

Functional benefit

Brands

• GranOLAS: Gluten-free granola product line
• The Paranice Lab

Products and services

• Golden Butter Cookie Nut-based spread/cream made from almonds and cashews (marañones), positioned as a cookie-flavored alternative. Targeted at consumers seeking gluten-free and sugar-free spreads.
• Buterry Pistachio Cookie Nut-based spread/cream made from pistachios and almonds with pistachio cookie flavor. Targeted at health-conscious consumers seeking indulgent-tasting, gluten-free and sugar-free alternatives.
• Golden Cinnamon Roll Nut-based spread/cream made from almonds and macadamias with cinnamon roll flavor. Targeted at consumers wanting sugar-free and gluten-free spreads.
• Creamy Cocoa Hazelnut Smooth nut-based spread made from almonds and hazelnuts with cocoa hazelnut flavor. Targeted at consumers seeking a creamy, sugar-free, gluten-free alternative to traditional chocolate spreads.
• Crunchy Cocoa Hazelnut Crunchy-texture nut-based spread made from almonds and hazelnuts with cocoa hazelnut flavor. Targeted at consumers seeking a textured, sugar-free, gluten-free alternative to traditional chocolate-hazelnut spreads.
• Peanutty Banana Shake Nut-based spread/cream made from almonds and peanuts with banana shake flavor. Targeted at consumers wanting sugar-free, gluten-free spread alternatives.
• Harina de Almendra (Almond Flour) Gluten-free almond flour sold in a 250g package, used as a baking ingredient. Targeted at home bakers and consumers following gluten-free diets.
• Harina de Avena (Oat Flour) Gluten-free oat flour in a 1000g package, used as a baking ingredient. Targeted at home bakers and consumers following gluten-free diets.
• Avena en Hojuelas (Flaked Oats Cereal) Flaked oats cereal in a 1000g package, naturally gluten-free and handled to avoid cross-contamination. Targeted at consumers seeking a safe, gluten-free oats ingredient for recipes and breakfasts.
• GranOLA Fudge Cake Gluten-free and sugar-free granola bar with chocolate fudge cake flavor. Targeted at consumers looking for indulgent-tasting snack bars without gluten or added sugar.
• GranOLA Vanilla Shortbread Gluten-free and sugar-free granola bar with vanilla shortbread cookie flavor. Targeted at consumers seeking sweet, cookie-flavored snack bars without gluten or added sugar.
• GranOLA Chip Cookie Gluten-free and sugar-free granola bar with chocolate chip cookie flavor. Targeted at consumers wanting cookie-flavored snack bars without gluten or added sugar.
• GranOLA Pistachio Cookie Gluten-free and sugar-free granola bar with pistachio cookie flavor. Targeted at consumers seeking premium, nut-inspired snack bar flavors without gluten or added sugar.
• Pancakes & Waffles - Brownie (Oat-Based) Gluten-free oat-based pancake and waffle mix with brownie flavor in a 300g package. Targeted at home cooks seeking gluten-free breakfast and dessert alternatives.
• Pancakes & Waffles - Banano (Oat-Based) Gluten-free oat-based pancake and waffle mix with banana flavor in a 300g package. Targeted at home cooks seeking gluten-free breakfast alternatives.
• Pancakes & Waffles - Vainilla (Oat-Based) Gluten-free oat-based pancake and waffle mix with vanilla flavor in a 300g package. Targeted at home cooks seeking gluten-free breakfast alternatives.
• Pancakes & Waffles - Vanilla Almendra (Almond-Based) Gluten-free almond-based pancake and waffle mix with vanilla flavor in a 285g package. Targeted at home cooks seeking almond-flour-based, gluten-free breakfast alternatives.
• Pancakes & Waffles - Churro (Almond-Based) Gluten-free almond-based pancake and waffle mix with churro flavor in a 285g package. Targeted at home cooks seeking indulgent, gluten-free breakfast alternatives.
• Pancakes & Waffles - Original con Chips de Chocolate (Almond-Based) Gluten-free almond-based pancake and waffle mix with original chocolate chip flavor in a 285g package. Targeted at home cooks seeking gluten-free breakfast alternatives with chocolate chips.
• Combo Hat Trick Bundle combo of three Paranice products offered at a discounted package price ($150,900 COP vs $179,700 regular). Targeted at consumers and gift buyers seeking a multi-product sample at savings.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Simple Mills: US-based natural foods brand best known for gluten-free baking mixes, crackers, and cookies sold through DTC and natural grocery retail. Highly comparable to Paranice's almond/oat flour and pancake/waffle mix SKUs and its gluten-free, clean-label positioning.
• Made Good: Gluten-free, allergen-friendly granola bars, crackers, and cookies sold in natural and mainstream grocery. Closely comparable to the GranOLA line on format, dietary positioning, and distribution ambition beyond DTC.
• RXBAR: Clean-label protein and snack bars with simple ingredient decks. Comparable to Paranice on whole-food, transparent-ingredient bar positioning and a packaged-snack, DTC-and-retail omnichannel playbook.
• Bobo's Oat Bars: Oat-based baked bars in cookie-style flavors (PB&J, chocolate chip, etc.). Directly comparable to Paranice's GranOLA SKU family on oat base, dessert-inspired flavors, and bar format.
• Siete Foods: Grain-free, almond flour-based tortillas, chips, and baking mixes founded by a Mexican-American family. Directly comparable to Paranice on almond-flour baking mixes, Hispanic market positioning, and family/founder-led brand story.
• Hu Kitchen: Paleo-inspired chocolate bars, baking mixes, and snacks with a clean-ingredient ethos. Comparable to Paranice on indulgent-but-better-for-you snacks and nut/chocolate spreads-adjacent product logic.
• Artisana Organics: Organic, nut-and-coconut-based spreads, butters, and snacks (almond, cashew, hazelnut). Highly comparable to Paranice's 'esparcibles' spreads on nut-base spreads, ingredient quality, and natural-channel positioning.
• Enjoy Life Foods: Allergen-free (gluten-free, nut-free) cookies, bars, and baking mixes now owned by Mondelez. Comparable to Paranice on gluten-free/allergen-friendly baking and snacking portfolio and omnichannel distribution.

Broad incumbents

• Bob's Red Mill: Large-scale US baking ingredients brand with a dedicated gluten-free line of flours, oats, and mixes. Comparable to Paranice on almond/oat flours and cereal, but at far greater scale and distribution depth.
• King Arthur Baking Company: Established US baking flour and mix brand with a gluten-free sub-line. Comparable to Paranice on baking mix/flour category participation and DTC content-led brand building, though with much broader mainstream reach.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/somoswhynotco
• LinkedInlinkedin.com/company/somoswhynot

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Why Not