Today we’d like to introduce you to Loren Castle.
Loren, we appreciate you taking the time to share your story with us today. Where does your story begin?
I started Sweet Loren’s after surviving cancer in my early twenties, right after graduating from USC. I was diagnosed with Hodgkin’s lymphoma when I was 22 years old and it inspired me to take complete control of my health. I realized how important whole, real food was to my health and well-being. Eating clean made me feel good physically and mentally. So, I started to take cooking classes and study nutrition so I could make healthier food delicious tasting. I have a huge sweet tooth – and there was nothing I could find in the market that was truly delicious and made of great ingredients. So, I started to make my own cookie dough recipes, and soon Sweet Loren’s was born. I started making recipes out of my mom’s kitchen in NYC and then started running the business out of a tiny studio apartment in NYC.
Two weeks before Covid, I moved to LA and started my family here. I’m married with two little girls. Sweet Loren’s has become one of the fastest growing, privately run companies in the US – having made the Inc 5000 for the last five years in a row! We’ve been on the Today Show, Rachael Ray, and in many publications and podcasts. Our products are sold in over 25,000 supermarkets across North America. Sweet Loren’s makes America’s #1 refrigerated natural cookie dough and recently launched breakfast biscuits in the cookie aisle of all Whole Foods Markets. Everything we do is using simple, non-GMO ingredients where delicious taste is our #1 goal, but we’ve also made all our recipes gluten free, dairy free, plant-based and nut free so they’re great for all dietary restrictions and lifestyles. I’ve been growing this brand for ten years and yet I feel like we’re just getting started.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Getting profitable at the beginning; improving the product to find product-market-fit over time; finding our niche of owning clean ingredients, great taste, and being free from the top major allergens; changing our packaging to be ownable and really pop on the shelf; balancing motherhood and being a CEO; building a top tier team; figuring out how to grow profitably and smart ROI on spend; and never raising VC or PE money.
As you know, we’re big fans of Sweet Loren’s. For our readers who might not be as familiar what can you tell them about the brand?
Sweet Loren’s is known for its delicious homemade taste, and that it’s also gluten-free, dairy-free, non-GMO, plant-based, and nut free. Because we’re known for incredibly delicious taste, everyone loves our products but those with dietary restrictions or certain lifestyles find our products game-changing because there is nothing like it on the market. Our goal is to spread joy through people’s favorite foods and make eating delicious clean food accessible to all. Our Cookie Dough is packaged as place & bake so you can make one or two at a time. It is found in the refrigerated dough section of Whole Foods, Publix, Kroger, Target and many more retailers. We flavors such as Chocolate Chunk, Fudgy Brownie, Oatmeal Cranberry, Sugar, and a Less Sugar line as well that’s 40% less sugar than the conventional brands but still sweet enough! Our other product is a new Breakfast Biscuit, which are ready to eat crunchy biscuits found in the cookie aisle of all Whole Foods Markets and online at Amazon. The Breakfast Biscuits are a delicious way to start the day, or snack throughout the day. The biscuits have 4g protein, 3g fiber, and 19g whole grains and come in Cinnamon Sugar, Chocolate and Blueberry flavors. Amazing snack and great for dunking in your coffee or tea. We also offer food service bulk sizes to universities and fast-casual restaurants.
We love surprises, fun facts and unexpected stories. Is there something you can share that might surprise us?
I’m a certified yoga teacher, although I don’t teach anymore! My mom was an entrepreneur, and I looked up to her from a very early age, so I probably knew I always wanted to follow in her footsteps.
Contact Info:
- Website: sweetlorens.com
- Instagram: @lorenbrill
- Facebook: https://www.facebook.com/
lorenbrill?mibextid=LQQJ4d - Twitter: @lorenbrill
