Reimagining Indulgence: Saphira Rasti’s Journey with Nowhere Bakery

Saphira Rasti, Co-Founder of Nowhere Bakery

Q: Saphira, tell us about yourself, your business, and what you're passionate about?

A: I’m Saphira Rasti, im a Kiwi living in Cali, co-founder of Nowhere Bakery, a gut-friendly dessert company creating better-for-you cookies and brownies that don’t compromise on taste or quality. Our desserts are gluten-free, vegan, and free of refined sugar, but they’re indulgent and giftable—perfect for anyone looking for a guilt-free treat.

I’m passionate about reimagining indulgence in a way that supports health and joy. My mission is to create desserts that bring people together while allowing them to feel good about what they’re eating. Beyond the products themselves, I’m driven by the challenge of building a brand that resonates deeply with people and serves as a trusted name in the better-for-you space.

Q: What got you into the better-for-you CPG bakery space, and why did you start Nowhere Bakery?

A: Nowhere Bakery started from a personal need. I struggled to find desserts that were not only clean and allergen-friendly but also indulgent enough to feel like a treat. When I started experimenting in my kitchen, I quickly realized how much people loved having desserts that didn’t force them to choose between health and taste.

The better-for-you CPG space felt like a natural fit for me because it’s all about innovation and meeting people where they are in their wellness journey. I wanted to bring something truly special to the table—desserts that not only look and taste amazing but also align with the growing demand for clean, functional ingredients.

Q: You and your husband were famously on Shark Tank. Tell us about that experience and what you learned?

A: Being on Shark Tank was a surreal and transformative experience. Walking into that room and pitching to the Sharks was nerve-wracking but also incredibly empowering. It forced us to hone our pitch, articulate our vision clearly, and be prepared for any and all questions.

What we learned most from the experience was the importance of knowing our numbers and our market inside and out. It also reinforced how vital storytelling is—sharing the "why" behind our brand helped the Sharks and the audience connect with what we’re building. Even beyond the show, the exposure helped us reach so many new customers and opened doors for exciting partnerships.

Q: How do you plan to continuously scale Nowhere Bakery? What does the future look like for the brand?

A: Scaling for us is all about finding the balance between maintaining our premium quality and expanding access to our products. 

On the retail side, we’re growing our presence in grocery stores like Sprouts,  while focusing on partnerships with like-minded brands and platforms that align with our values. We’re also innovating with new product lines like our soon to be released Snackies - a snackable bite sized cookie made from end of batch dough that would otherwise go to waste.

The future is about staying true to our mission while continuing to expand nationwide and even internationally.

Q: What type of challenges have you faced so far as a founder doing this for the first time? Are there any challenges that have been surprising or totally unexpected?

A: One of the biggest challenges has been navigating the complexities of scaling a manufacturing process without compromising quality and figuring out how to do so sustainably. As we grow, maintaining the artisanal feel of our products while meeting larger demands has been a constant focus.

A surprising challenge has been learning about the hidden costs of going into retail. Before entering the CPG space I had no idea how much money it costs not only to get onto shelves but also to stay on shelves at grocers. 

On a personal level, balancing the demands of entrepreneurship with family life has been a learning curve. It’s taught me the importance of delegation and maintaining boundaries at home and designating 1 day a week to recharge and spend time with family.

Q: If you could re-write Nowhere Bakery’s history, is there anything that you would have done differently?

A: If I could go back, I’d focus on systems and processes earlier. When we first started, we were so focused on making the best products that we didn’t prioritize things like inventory tracking or scalable packaging solutions. Those gaps made it harder to grow smoothly when demand skyrocketed.

Q: You have a cookie collab out right now with GOOP. Tell us about that partnership and how it came to life?

A: The GOOP collaboration has been such an exciting milestone for us! It all started with a text to Gwyneth proposing the idea, she then connected me with her head chef at GOOP kitchen to start the process. We both focus on high-quality, clean ingredients and a premium, elevated experience so it was a no brainer for both sides. 

For this collab, we worked together to create a pumpkin spice caramel cookie that feels indulgent and seasonal while still being clean and gut-friendly. It’s been incredible to see how well the product has been received, and it’s proof that thoughtful partnerships can elevate both brands while introducing our products to a whole new audience.