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Sweet Loren’s Looks To Conventional To Make Some Dough

Project Nosh interviews Sweet Loren’s founder & CEO, Loren Brill on the brand’s success in conventional grocery aisles and what’s next for the cookie dough company!


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“Nothing is better than a freshly baked cookie.”

That’s what Sweet Loren’s Founder and CEO Loren Brill thinks. But after she was diagnosed with Hodgkins Lymphoma at the age of 22, the cookie aficionado changed her diet to focus on foods with cleaner ingredients — and the conventional take-and-bake cookie dough she grew up craving no longer made the cut.

Rather than eliminate cookies entirely, however, Brill headed to the kitchen to create a healthier one. Now five years later, Brill’s multi-million-dollar cookie dough brand, Sweet Loren’s, is taking on confectionary giants like Nestle and General Mills with a natural take on the take-and-bake cookie and expanding its line with, what the brand says, is the first gluten-free, vegan and nut-free take and bake cookie dough.

So far, Sweet Loren’s has seen “rocketship success,” says Brill. Its three flavors — chocolate chunk, peanut butter chocolate and oatmeal cranberry — are sold in almost 5,000 stores. Brill told NOSH she thinks her brand directly challenges the halo of nostalgia that surrounds the category’s leaders.


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