Consumers looking to sweeten up their day without sacrificing their health have been gravitating to Sweet Loren’s as of late. The place & bake refrigerated cookie dough maker is rapidly expanding, contending with unhealthy snacking options, and spreading its unique story as it continues to expand its distribution, build brand loyalty, and grow its product line.
I recently had an opportunity to talk with Loren Brill, Founder & CEO of Sweet Loren’s, about the genesis of the company and its exceptional cookie dough.
“About two years ago, we experienced explosive growth and are now sold in 5000 supermarkets,” Loren told me. “It’s really exciting to be a real challenger brand going up against the big guys in the category. We believe food is best in it’s most natural state, without preservatives and served fresh. This provides the best taste and quality experience.”
Loren explained that she was conscious of the importance of health and wellness from an early age. Loren was even working as a yoga instructor at the age of 18. Shortly after graduating from USC, Loren was stricken with an illness that changed her life resulting in an even greater focus on healthy living.
“Right after I graduated, the lymph nodes in my neck got very swollen,” Loren explained. “I was diagnosed with Hodgkin’s Lymphoma. I went through chemotherapy and other treatment. It was incredibly scary and shocking, especially being so young. It was a year that completely changed my life.”
Though her doctors were excellent, the medicine-focused approach to healing frustrated Loren, who understood food would be key in recovering and maintaining her heath.
“I just knew in my gut that food is key to our health and well-being, and I was going to have to be my own doctor, in a sense,” Loren said. “I started studying nutrition, and I experimented on myself—what helped me to feel good, what gave me the most energy. I cut out hydrogenated oils, high fructose corn syrup, artificial flavors, most dairy and started to eat a lot of whole grains and healthy oils—unrefined ingredients as whole and real as possible.”
Unfortunately, the options on the market for sweet treats made from healthy ingredients at the time left something to be desired.
“I had such a sweet tooth, and I just couldn't find anything in a supermarket—or even a bakery—that was so delicious for me and made with real, unprocessed ingredients,” said Loren. “So out of a personal need I just started to make my own recipes in my mom’s kitchen and tested and tested until I finally got to the point where my younger sister said these are the best cookies she had ever had. And I realized that there was a real opportunity here, because everyone I spoke to wanted healthier cookies.”
Realizing the universal appeal of healthier cookie, Loren launched her line of place & bake products. The products resonated with consumers and quickly grew to become a national brand, growing the cookie dough category with its wholesome, ready-to-bake fare fresh from the dairy case. And now the company is expanding even further with gluten-free, vegan offerings for these underserved consumers. Additionally, fast casual restaurants are serving Sweet Loren’s cookies as well with the food service line of products.
“Our cookie dough really offers more—it’s so universal,” Loren notes. “For example, you can make, ice cream sandwiches, a warm cookie skillet or a seasonal crumble and so much more. We do a ton of fun recipes on our website. We have products presently—chocolate chunk, oatmeal cranberry, and peanut butter chocolate in our regular line—and we recently introduced a gluten free chocolate chunk cookie dough that is made in a gluten-free certified facility. In addition, it is non-GMO, vegan, nut-free, and dairy-free. Our gluten-free product launched in all Publix Supermarkets about three months ago, and now can be found at all Kroger banners, Wegmans, The Fresh Market and Earth Fare, we’re excited to continue to grow.”
Consumers will, no doubt, continue to find the company’s inspirational story, its mission, its bright magenta packaging, and tasty, wholesome products compelling. Sweet Loren’s was recently featured on The Today Show on the occasion of National Chocolate Chip Cookie Day.
For more on Sweet Loren’s and other companies growing dairy, deli, and bakery categories, stay tuned to Deli Market News.