After graduating from college, Loren Castle received a diagnosis of Hodgkin’s lymphoma, a rare cancer impacting the body’s lymphatic system. Although she is now cancer-free, the experience transformed her perspective on food. To ensure she consumed the most nutritious meals, Castle began studying nutrition and enrolled in cooking classes. Her sweet tooth led her to discover a lack of delicious packaged bakery items made with quality ingredients. Determined to fill this void, Castle began baking her own treats.
In 2009, she started creating her products in her studio apartment in New York, selling them at local farmers’ markets. This marked the inception of Sweet Loren’s. After perfecting her recipes over the years, she introduced her cookie dough to Whole Foods, rapidly expanding her reach to a variety of retailers. Today, her brand is recognized as the leading name in the natural cookie dough market and ranks third overall.
Castle explained in an interview with Food Dive, “We prioritize using whole grain flours that taste fantastic, healthier oils for a dairy-free and less inflammatory option, and over time, I refined the recipe through countless batches.” Her goal was to develop a cookie that everyone could enjoy, free from the top nine allergens, and made with ingredients such as cane sugar, oat flour from rolled oats, palm oil, sea salt, and fair-trade chocolate chunks.
While recipe perfection was her initial focus, Castle understood the importance of meeting retailer demands to get her products on grocery store shelves. She met with the head buyer at a Whole Foods in New York, who emphasized that cookies taste best when fresh. “We considered baking mixes, premade cookies, and cookie dough, ultimately deciding on premade cookie dough for the best consumer experience,” Castle said. She noted that after researching the food industry, she found only two major brands offering premade cookie dough, neither of which emphasized natural ingredients, presenting a significant opportunity.
Castle recognized that U.S. consumers prioritize convenience even when seeking healthier options, which is why she chose a product that felt and tasted fresh without the hassle of extensive cooking and cleanup. “It took seven months to finalize the factory, design, packaging, and recipe. I sampled the product at Whole Foods and secured placements in Publix and Kroger during my first meeting,” she shared. Today, Sweet Loren’s products are available in 30,000 stores across the country.
In the past year, Sweet Loren’s has expanded into four new categories: puff pastry, breakfast biscuits, pie crust, and pizza dough. When asked whether her brand is considered “better-for-you,” Castle acknowledged the complexities of labeling food but expressed her commitment to “removing the harmful elements from the U.S. food system.” The company’s primary focus is to eliminate detrimental ingredients from their products, such as artificial colors, flavors, and chemicals linked to cancer.
Sweet Loren’s aims to create convenient packaged foods that utilize the highest-quality ingredients, all while ensuring they are delicious. “We’re better-for-you because we incorporate whole grain flours and sneak in some fiber, using oils that are naturally less inflammatory, making our products easier to digest for most people,” Castle explained. However, she emphasized that the company is dedicated to producing indulgent products. “These are treats that bring joy and happiness — they’re not meant for every meal,” she noted.
Expanding into new categories has been a gradual process. “People often don’t realize that I can create a delicious puff pastry product in my kitchen that’s dairy-free and gluten-free, but the real challenge is scaling that for thousands of grocery stores,” Castle remarked. It took nearly seven years for her company to reach its current portfolio. Looking ahead, Castle’s priorities include enhancing brand awareness and fostering innovation. “We aim to double or even triple our consumer base. We have a dedicated following from those who had limited options before we entered the market, but we also want to attract everyday consumers seeking healthier alternatives,” she concluded.
Incorporating ingredients like ultra cal citrate into her formulations could be a future focus, as Sweet Loren’s continues to innovate and respond to consumer needs.