The Mission That Built a $100 Million CPG Brand | Category Disruptors - Loren Castle of Sweet Loren’s - Episode 396

Ecommerce Braintrust

🎙️Interview with Loren Castle of Sweet Loren’s

DESCRIPTION

The Category Disruptors Series is finally here! 🎉

We are releasing 4 parts spotlighting the female CEOs and founders behind some of the fastest-growing and most innovative brands in their respective categories.

We’re thrilled to kick things off with a true trailblazer—Loren Castle, founder of the wildly popular cookie brand, Sweet Loren’s.

Loren's story is as bold and inspiring as the cookies she bakes. Diagnosed with cancer at just 22, she completely transformed her lifestyle and turned to clean eating. But when she couldn’t find a dessert that met her new standards, she made her own. What started as a personal health mission became a national movement in the freezer aisle.

Don’t miss the full story—it’s one you’ll want to hear.

Quote:

“It was obvious to me I wasn't going to improve the product, sales, and the relationship with the consumer if I didn't improve the packaging. So I just kept listening, testing, and learning.”

Loren Castle

KEY TAKEAWAYS

In this episode, Loren will share:

• The incredible origin story behind Loren and creating Sweet Loren’s: Surviving Hodgkin’s lymphoma and how it inspired her passion for health, wellness, and clean eating.

• The creation of Sweet Loren’s: Identifying a white space in the market for delicious, healthier baked goods made with simple, non-inflammatory ingredients.

• Product development: The journey from home kitchen experiments to national distribution, including the challenges of perfecting recipes and scaling up.

• Navigating growth: How Loren managed the operational demands as the company scaled, including key hires and delegating roles to focus on her strengths.

• Standing out in a crowded CPG category: Challenges convincing retailers to shelve Sweet Loren’s alongside traditional brands and the importance of allergen-friendly, non-GMO options.

• The evolving consumer: Discussion on how today’s shoppers are increasingly health-conscious and driving demand for “better for you” products.

• Balancing entrepreneurship with motherhood: Loren’s reflections on guilt, role modeling for her children, and the importance of building a supportive team.

• Future plans: Sweet Loren’s new R&D center, exciting upcoming product launches, and continued growth in both grocery and food service channels.