City/State: New York City
Team members: Edna Aquinaga, 32; Sarah Endline, 35; Theo Peck, 35; Matt Scholder, 25 and Geneve Stewart, 28
Concept: Given the competition in the premium chocolate market, it isn't easy to get a product onto the shelves of Whole Foods and the specialty chain Balducci's. The startup Sweetriot has already jumped that hurdle, with its chocolate covered cacao beans that are lower in sugar and calories than rival products. Founder Sarah Endline, who earned an MBA at Harvard Business School, has plenty of experience in establishing a brand. She previously worked at Yahoo!, where she launched new products.
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