Three years back, longtime buddies Lauren Berger and Marla Felton had been obtaining a evening meal celebration with their respective households and assorted pals. When the time arrived to serve dessert, issues turned a wee bit chaotic.
“We recognized that we have been placing out unique desserts for another person who was dairy totally free, someone who was gluten absolutely free, anyone who was grain totally free, someone who couldn’t eat refined sugar,” Berger stated.
“And Marla’s spouse stated, ‘This is ridiculous, we must be ready to have one dessert that we can all consume and we can all like.’”
To Berger’s surprise, Felton’s husband, Greg, volunteered her for a remedy.
“He was like, ‘Lauren, you applied to make cookies. Why really don’t you check out and make us a cookie that we can all eat?’”
Berger experienced earlier run a little cookie business named City Lady Nation Woman. Prior to that she did product or service advertising for Godiva Chocolate and Pepperidge Farm, but left the foodstuff trade to increase her little ones and afterwards took on the work of controlling a Greenwich yoga studio.
Felton experienced no foodstuff-trade expertise — she was a former litigator who founded the Greenwich nonprofit Connecticut Circles, but her daughter experienced meals allergic reactions and she was eager to uncover a dessert option that would satisfy her sweet tooth with out developing adverse reactions.
Alongside one another, the pair commenced a series of demo-and-error checks to discover a cookie recipe that could bypass all dietary considerations and continue to style wonderful.
“Every time I baked, I would provide stuff in excess of to Marla and Greg and then they would check out it,” Berger ongoing. “Then they would choose the recipe and bake it and make some adjustments. And mainly, we would go back again and forth for fairly a prolonged time, just obtaining enjoyable executing it hoping to discover a cookie that we could all take in.”
Eventually, pals and relatives associates ended up recruited to style-exam the cookies, with Berger expressing they lastly strike the bull’s-eye “when we ultimately bought a recipe that each one particular person appreciated, no matter if it was another person who experienced a meals sensitivity or no food stuff sensitivity at all.”
Felton pointed out that whilst they ended up perfecting their recipes, they also “tasted everything in the market” to decide no matter whether their outcomes could compete with the commercially available cookies.
“We really did not like any of them,” Felton said. “We did not come to feel that they tasted as superior as a delightful do-it-yourself cookie.”
Berger and Felton decided to get their cookie recipes public by using Get Serious Meals, a startup Greenwich corporation giving the Real Cookies manufacturer.
“Once we came up with the recipe and we perfected the recipe, we then moved on to our packaging and other matters that we considered can make the cookie super productive in the market,” Felton stated.
The key to their long run success, Berger claimed, was generating a commercially packaged merchandise that replicated the taste of a refreshing-baked cookie.
“There are a lot of factors out there that search like a cookie but really don’t style like a cookie,” she mentioned. “We only use elements that are fantastic for you. And if you appear at our ingredient record, it is pretty smaller and very straightforward.
“And the foundation of our items is almond flour,” she reported. “We use almond flour and coconut flour and put a lot of considered into every solitary ingredient. We sweeten our cookies with maple syrup — some of the other businesses are applying brown rice syrup or tapioca starch and those are tremendous sugars that are sort of fillers.”
The True Cookies brand name is kosher, vegan-helpful, paleo-welcoming, gluten-totally free, grain-totally free and dairy-absolutely free. The cookies measure somewhere around three inches in diameter and the solution line was introduced with 3 flavors: chocolate chip, peanut butter chocolate chip and lemon blueberry.
“Lemon blueberry tastes like a blueberry muffin,” Felton claimed. “You can pretty much try to eat it all working day lengthy — I feel Marla and I both of those consume it for breakfast each and every working day. And even if I’m likely to have my environmentally friendly shake, I have my lemon blueberry cookie with it because each ingredient is healthful and due to the fact the foundation is almonds, which is large in protein and offers you sustained electrical power.”
Berger and Felton are now providing their Actual Cookies by their company’s site at $3.49 for every two-cookie pack and are in ongoing talks with retail chains to put their products in grocery aisles. The pair also is readying additional flavors for release as soon as their retail presence is proven.
“We have additional in our wheelhouse that we want to provide,” Felton said. “We examined probably eight diverse flavors, so we have additional fantastic kinds coming up.”