When a consumer craves a freshly baked treat but is not keen on all the labor that goes into whipping up a nosh from scratch, ready-to-bake products can provide a tempting shortcut. However, freezer and refrigerated cases don’t often offer many options for snackers seeking products that combine BFY benefits and indulgence. 

Sweet Loren’s, known for its clean-label cookie dough creations, has sought to fill that gap and has unveiled several new options beyond cookie, most recently its Oatmeal Bars, Scones, and Puff Pastry Stick Kits. To learn more, we checked in with Loren Castle, founder and CEO.

Jenni Spinner: Could you please share a history of Sweet Loren’s—how you got started, the inspiration behind launching the company, and your general mission? 

Loren Castle: Sweet Loren’s started out of a very personal place. After my own cancer journey, I realized how important it was to have better-made, simple ingredients in the foods we love. I wanted cookie dough that felt indulgent but didn’t compromise on health, and since I couldn’t find that, I just started making it myself.

I never imagined I’d turn baking into a business, but after endless recipe testing and with a drive to make eating better effortless and delicious, I knew other people needed this kind of treat too. Starting out, I sold my dough at farmers’ markets from my tiny New York apartment. Eventually, I got the chance to present my product at Whole Foods. They loved it because it was different from conventional cookie dough—Sweet Loren’s was made with high-quality, simple ingredients and was unbelievably delicious and really convenient.

Now, Sweet Loren’s has grown way beyond cookie dough—we’ve added puff pastry, pizza crusts, even breakfast biscuits, all made with that same mission to create delicious food that feels like a treat but without the compromise. What started as a deeply personal journey to heal and find joy through food has become a way to bring that joy to thousands of people. It’s pretty incredible how something I started for myself turned into a brand that helps so many others enjoy better-for-you comfort foods. Sweet Loren’s is all about delivering homemade, delicious foods made with simple, trusted ingredients, because everyone deserves a treat that’s both tasty and thoughtful. It became more than a business; it was a way to help people enjoy better food without compromise.   

JS: What do you feel helps Sweet Loren’s stand out from other companies in this space? Feel free to talk about anything from the clean-label aims, to the brand partnerships, to the range of items—whatever you feel appropriate. 

LC: From the very beginning, we knew that “better for you” also had to be “crave-worthy,” and I think that’s what we got right early on. We started with the idea that deliciousness should never be compromised, even when you are using simple, clean ingredients. We exist to reinvent what better baking can be for the next generation—those who want unbelievably delicious foods made with trusted, wholesome ingredients. That foundation of trust and incredible taste is what has kept us at the forefront as the rest of the world caught up.

For us, what truly differentiates Sweet Loren’s has always been our unwavering promise that you never have to compromise on taste while enjoying baked goods with simple, trusted ingredients. Our brand was born from an authentic mission to make those feel-good moments accessible to everyone, and I believe our customers really connect with that purpose. Sweet Loren’s also uniquely addresses the values and lifestyle needs of consumers. Sweet Loren’s is well-positioned as the modern brand of choice for younger, health-driven consumers and is uniquely equipped to lead the next evolution of refrigerated dough. In a noisy category, we stay focused on being the brand that brings everyone to the table for a moment of pure joy they can feel great about sharing.  

We own our edge as the disruptor who woke up expectations for convenient, delicious, and clean ingredients, rooted in my personal story and years of listening to consumers who felt excluded. While big players pile in, we protect our space with unapologetic rebellion, with optimism in our branding and cultural relevance. Our products are popping off the shelf with fresh visuals, real joy in campaigns like "You'll Swear by Them," and bold packaging design that let taste lead over labels.  

Sweet Loren’s continues to differentiate through partnerships, such as collaborating with Mattel’s Barbie to create limited-edition cookies, designed from the heart with inclusivity top of mind and free of artificial flavors and dyes, made pink using real beets. These cookies not only taste good, but they do good, with a donation directly benefiting Girls With Impact, a nonprofit empowering young women to pursue their business dreams. Much like Sweet Loren’s commitment to wholesome ingredients and spreading joy, Girls With Impact is dedicated to creating opportunities that inspire growth and success, where young women can lead with purpose and make a lasting impact on their communities and the world. Our top status as No. 1 natural refrigerated dough brand in the country and consistent innovation keep us ahead as a pioneer in the space. 

Courtesy of Sweet Loren's

JS: Now, at Expo West, you’ve unveiled some interesting new items. Could you please tell us about those items and what makes them worth checking out?

LC: Our fans lead busy lives and turn to our ready-to-bake products for convenient solutions that offer fresh, bakery-quality at home. We’re moving beyond our current offerings to being a trusted staple that can be enjoyed anytime, from morning to night. Our mission has always been to create delicious, crave-worthy food from simple, trusted ingredients that you can feel good about eating and sharing. Our new Oatmeal Bars, Scones, and Puff Pastry Stick Kits deliver bakery-quality taste with the high-quality ingredients our shoppers expect. We ensure that all new products address the needs of health-conscious shoppers who are actively looking for better-for-you options. These new products mark a significant expansion of our offerings.

Our new Oatmeal Bars and Scones reach people seeking modern, convenient, on-the-go breakfast solutions. For example, the new Oatmeal Bars are packed with 6 g of protein and 3-4 g of fiber, making it a feel-good, delicious fuel to kickstart your mornings. The Puff Pastry Stick Kits offer an interactive baking experience perfect as shareable sides, elegant appetizers, or bite-sized snacks. With only 10-15 minutes to bake something in your oven or toaster oven, you can conveniently create incredible quality and joy for you and those you feed. It’s about giving the customers who already love and trust us more opportunities to enjoy Sweet Loren’s throughout their day, reinforcing that we are listening and growing with them.  

JS: In addition to the new items, you’ve also got a new look. If you could, please tell us why you feel Sweet Loren’s was due for a makeover, and what’s better about the new look. 

LC: We designed our entire brand system so that no matter how much we innovate, our core promise of trusted ingredients and crave-worthy taste remains front and center. Our refreshed packaging, with its modernized logo and our signature, eye-catching pink, creates a strong and joyful presence that unifies our entire portfolio on the shelf. This ensures that whether you're reaching for our classic cookie dough or our new breakfast scones, you instantly recognize the Sweet Loren's quality you trust. 

Courtesy of Sweet Loren's

JS: What’s next for the company—if you have any new products in the works, new retail partners, company news, etc., please feel free to share. 

LC: We are always looking for new ways to innovate to ensure we meet the needs of our brand fans, reflecting how they bake, host, and snack. We designed our entire brand system so that no matter how much we evolve, our core promise of trusted ingredients and crave-worthy taste remains front and center. Our new Oatmeal Bars, Scones, and Puff Pastry Stick Kits unlock fresh occasions to come together and new ways to meet consumer needs.

By expanding into breakfast, we're creating new moments for fans to enjoy Sweet Loren’s and new ways for us to meet their on-the-go needs. Our fans are looking for different ways to enjoy Sweet Loren’s with more versatility and variety, capturing both sweet and savory, while continuing to be a great option for those with food sensitivities or allergies. We are proving that modern bakers do not need to compromise on quality ingredients, delicious flavor, or product choices. Each of these new delicious offerings is free from gluten, dairy, GMOs, artificial dyes or preservatives, and the top nine allergens. They are refrigerated, ready-to-bake goods that offer wholesome, feel-good nourishment that everyone can enjoy, with the most delicious taste!

I’m excited to continue growing the business and our product offerings. We are looking forward to expanding into other product categories to give more options in the allergen-friendly refrigerated dough space. I’m also enthusiastic about my new position on the board of Girls With Impact and the opportunity to deepen our partnership and give back to the community. We have the best team and best products, so we see many opportunities for the brand in the future.   

JS: Finally, and this might be difficult, but do you have a favorite Sweet Loren’s item in your lineup? Feel free to single out one of the new items, or something outside the trio. 

LC: When it comes to my personal favorite, I have to say it’s our Fudgy Brownie cookie dough. I’m a true chocolate lover, and that deep, rich, dark chocolate flavor speaks my language. It’s indulgent, nostalgic, and just feels like a hug in cookie form. That said, every flavor and product holds a special place in my heart. I’ve poured 13 years of love, testing, and refining into each one, so choosing just one feels a bit like picking a favorite child. Fudgy Brownie may win my chocolate-obsessed vote, but they’re all my favorites for different reasons. 

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