Good Journey team members holding donuts
Our Story

Helen Ma

Creating a donut without gluten, starch, or sugar was one of the toughest challenges I’ve taken on. Those ingredients do a lot of heavy lifting when it comes to texture and flavor. After dozens of failed batches, we finally landed on a recipe that works with traditional donut equipment, uses allulose and stevia for sweetness, and has our own icing—made without anything artificial. The result: a moist, low-sugar cake donut that tastes just like the real thing.

Kristoffer Quiaoit

I once pitched my low-carb cookie company, Nui, on Shark Tank. It was an incredible learning experience, though we eventually had to shut the company down. Later, while visiting friends at their donut shop, they suggested I try making a low-carb donut. We teamed up, and after a year of experimenting, we created a delicious cake donut with just 3g net carbs. Now we’re on a mission to help others enjoy the journey, too.

Person holding a donut
Our Vision

The Donuts You
Thought You
Couldn't Have Again

Whether they’re way into fitness or just noticing they feel better when they eat cleaner, the Good Journey fan is positive, energetic, open, and always looking for new ways to enhance their experience without compromising their lifestyle.

Our Mission

Making delicious, high-quality, and guilt-free foods that empower people to be happy and healthy

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