Killer Brownie®, the gourmet brownie company known for its decadent, layered indulgence, is debuting a bold new look and a daring motto: “Live a Little.” After more than 40 years of bringing joy to dessert lovers, the brand is transforming its image with striking new packaging and a fresh marketing approach. In partnership with Irresistible Foods Group, Killer Brownie’s goal is to disrupt the bakery, a space where indulgent treats exist without a brand name that truly sticks.
"The bakery aisle hasn’t seen a lot of change - and for a long time, that was just fine. But today’s consumer is looking for more,” said Chimene Mayne-Ross, Founder and CEO of Killer Brownie. “Killer Brownie is here to bring bold flavor, unapologetic indulgence, and a loud brand personality. We’re not just introducing something new - we’re making the bakery section a destination, giving people something they’ll be excited to seek out."
Killer Brownie’s rebrand is rooted in four core characteristics: unapologetic, rebellious, confident, and mischievous. This spirit comes to life through vibrant, eye-catching packaging that makes an undeniable statement in the bakery. Featuring a signature bright blue color and bold typography, the new look is designed to break convention and draw consumers in. At the heart of the rebrand is the new motto, "Live a Little," inviting fans to embrace indulgence.
"Killer Brownie is more than just a dessert; it’s an experience," said Raouf Moussa, Chief Growth Officer at Irresistible Foods Group. "We’re building on the brand’s impressive legacy of flavor and bringing it to life in a way that can’t be ignored. By combining bold marketing with dynamic in-store presence, we’re giving fans a new reason to get excited about dessert.”
Founded in 1988 at Dorothy Lane Market in Dayton, Ohio, Killer Brownie began as a “best-kept secret,” a decadent treat made with rich layers and high-quality ingredients. Over the years, its signature indulgence, innovative flavors, and loyal social following have transformed it from a local legend into a cult favorite. Now, through its partnership with Irresistible Foods Group, Killer Brownie is poised to make a national impact, expanding to over 15,000 retail doors and launching direct-to-consumer availability on KillerBrownie.com for the first time. With a bold new look and fearless attitude, the brand is ready to inspire cravings and bring its iconic indulgence to dessert lovers nationwide.
The launch will include some of the signatures beloved in Ohio such as: Triple Chocolate with Caramel, Cookie Dough with Caramel, Chocolatier, Brookie Brownies, Kitchen Sink, Assortment Box.
