Beyond the Pitch: How Enthuse is Bridging the Funding Gap for Women CPG Founders

NEW YORK, NY – November 18, 2025

The seventh annual Women Founders Pitch Competition, hosted by the Enthuse Foundation earlier this month, celebrated innovative consumer packaged goods (CPG) businesses led by women. While DEFI Snacks, a protein-infused chocolate brand, took home the grand prize of $250,000+, the event served as a potent reminder of the persistent challenges female entrepreneurs face when securing funding and visibility in a competitive market. Beyond the celebratory pitches and Amazon-sponsored shopping experience, a deeper examination reveals a systemic issue demanding attention.

Addressing the Funding Disparity

For years, data has consistently shown that women-founded startups receive a disproportionately small slice of venture capital funding. While the overall amount of VC funding directed toward women-led businesses has seen modest increases, the percentage remains stubbornly low. In 2023, startups founded exclusively by women in the United States raised only 2% of total venture capital, a figure largely unchanged since 2017. This disparity isn’t simply a matter of fewer women launching companies; it reflects deeply ingrained biases within the investment ecosystem. “There’s a pattern of investors backing what they know,” notes one industry observer. “Often, that means funding founders who look and think like them.”

The challenges are particularly acute for women of color. Black women receive a mere 0.27% of venture capital funding, while Latina founders receive just 0.4%. This lack of representation creates a vicious cycle, limiting access to resources and mentorship, and perpetuating systemic inequalities. “It’s not just about getting a check,” explained one founder who requested anonymity. “It's about having a seat at the table, being taken seriously, and having access to the networks that can help you scale.”

Enthuse’s Role and Amazon’s Support

The Enthuse Foundation is actively working to disrupt this pattern. Since its inception, the non-profit has invested over $1 million in women-owned businesses, providing not only financial capital but also crucial mentorship, community support, and visibility. “We’re committed to proving that when women receive capital, community, and visibility, they create lasting impact,” stated a representative from the foundation. The pitch competition is a cornerstone of this effort, offering a platform for founders to showcase their innovations and connect with potential investors and partners.

Amazon's partnership with Enthuse, featuring a “Support Small with Amazon” shopping experience at the event, highlights a growing, if complex, trend. The e-commerce giant has launched several initiatives aimed at supporting small and diverse businesses, including women-owned enterprises. Programs like Amazon Women Entrepreneurs, coupled with efforts to highlight diverse suppliers within the Amazon Business marketplace, suggest a commitment to leveling the playing field. However, some remain skeptical, questioning whether these initiatives are primarily driven by genuine social responsibility or marketing considerations. “It’s a positive step, but it’s important to look beyond the headlines,” cautions an industry analyst. “Amazon’s policies and fees can still pose challenges for small businesses, and ensuring equitable access to the platform remains a key concern.”

The Next Generation of CPG Brands

Beyond the funding challenges, women-led CPG brands are often innovating in ways that resonate with today's consumers. DEFI Snacks, the grand prize winner, exemplifies this trend. Founded by Tatyana Jones, the brand offers a healthier, protein-packed alternative to traditional chocolate snacks, appealing to health-conscious consumers. The company’s commitment to using high-quality ingredients and its mission to support female entrepreneurs align with broader consumer preferences for brands with purpose. Bake Me Healthy, the runner-up, is another example. The company offers a line of gluten-free and vegan baked goods, catering to the growing demand for plant-based and allergy-friendly options.

Krave Cocktail Seltzer, which won the Audience Choice Award, demonstrated the power of collaborative entrepreneurship. Founded by three women, the brand offers a range of ready-to-drink cocktails made with natural ingredients and low sugar content. These brands are not only disrupting the CPG market with innovative products but also challenging traditional business models. They are prioritizing sustainability, ethical sourcing, and inclusivity, appealing to a new generation of consumers who demand more from the brands they support. “Consumers are increasingly seeking out brands that reflect their values,” explains one retail buyer. “They want to support companies that are making a positive impact on the world.”

These companies, and others like them, represent a growing wave of innovation within the CPG sector. They are demonstrating that women-led businesses are not only viable but also capable of driving significant growth and creating lasting value. However, unlocking their full potential requires a fundamental shift in the investment landscape – one that prioritizes equity, inclusivity, and a long-term commitment to supporting female entrepreneurs.