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Clean Ingredients, Big Mission: How Loren Castle built a brand moms (and their kids) can trust.
Before there was a No. 1 natural cookie dough brand on grocery shelves nationwide, there was a young woman in a tiny NYC kitchen, mixing up something that didn’t yet exist: a sweet treat made without dairy, gluten, or anything artificial—just ingredients that actually felt good to eat. That woman was Loren Castle.
Loren’s story is as bold and inspiring as the cookies she bakes. After being diagnosed with cancer at 22, she overhauled her lifestyle, committed to clean eating, and found herself craving a dessert that met her new standards. When nothing on the market made the cut, she got to work. Today, Sweet Loren’s is sold in over 35,000 stores and expanding into everything from puff pastry to pizza dough—all free from the top 14 allergens, and all ridiculously delicious.
In this chat, Loren shares how she went from hand-delivering cookie samples to leading a multimillion-dollar business, what it’s really like to build a brand while parenting, and how she thinks about food safety, sweetness, and balance in her own kitchen. There are nuggets of advice, a few freezer must-haves, and some honest talk about what it takes to keep going—even when life gets messy.
We’re publishing this just after Mother’s Day, and honestly, we can’t think of a sweeter way to keep celebrating moms than with a batch of warm, safe-for-everyone cookies. Loren’s the kind of founder-mom we love to spotlight—and her story is a reminder that food can be joyful, healing, and inclusive—all at once.
A message from Loren and Sweet Loren’s:
Sweet Loren’s: Wholesome Treats for Every Craving 🍪🥐🍕
Sweet Loren’s began with a mission to create delicious, clean-ingredient cookie doughs—and they’ve certainly delivered. But they didn’t stop there. Now, their lineup includes an array of baked goods like flaky puff pastry, thin pizza crusts, and hearty breakfast biscuits—all crafted with clean, allergy-free, plant-based, and gluten-free ingredients.
Whether you’re baking cookies with the kids, whipping up a quick breakfast, or assembling a savory tart, Sweet Loren’s makes it easy to enjoy homemade goodness without the allergens. It’s convenience and comfort, all rolled into one.
Discover the full range of Sweet Loren’s offerings – and find your favorite flavor of cookie dough, of course!: Shop Sweet Loren’s
Loren Castle’s journey from diagnosis to dessert aisle domination.
Introduce Yourself: I’m Loren Castle, the founder and CEO of Sweet Loren’s, and I have two little girls. One is four, and the other is two.
You’ve shared that you have a serious sweet tooth. Did you grow up baking, maybe with your mom or grandparents? Any memories from bake sales or family time in the kitchen?
I did! My brother and I used to run a little bake sale every summer. He’d sell t-shirts, and I’d sell lemonade and chocolate chip cookies. It was our way of making money, and I just loved it. I’m the middle child, so I often felt like I was a mini-mom, especially with my younger sister. My parents were both entrepreneurs and worked a lot, so I ended up making pancakes on weekends or reheating leftovers for everyone. That early role really shaped how I approach family and food today.
What’s funny is that while my whole family has a huge sweet tooth, I don’t actually have memories of my parents baking. They were just too busy. We lived in New York City, surrounded by amazing restaurants and bakeries, so I grew up eating some incredible treats. Levain Bakery, for example, was my local spot—amazing stuff.
During college, I worked there for a while, and it really opened my eyes to how food, especially baked goods, can bring people so much joy. I wasn’t interested in the grueling labor of baking at 4 a.m., but the happiness people got from something as simple as warm cookies—it was magic.
That experience, paired with my love for clean, wholesome ingredients, led me to think about food in a different way. And after surviving cancer at 22, food became even more important to me—not just for my health but for my overall happiness. I wanted to create food that would nourish my body and lift my spirits.
After your cancer diagnosis, you embraced a healthier lifestyle. What inspired you to turn that into a business, rather than just making better choices for yourself?
After I started cooking with whole, clean ingredients, I became a much better cook. It wasn’t just about food tasting good—it was about making it with quality ingredients that really nourish the body. But here’s where it got personal: I keep saying, I’ve always had a huge sweet tooth. The problem was, I couldn’t find any desserts that met my standards for quality ingredients—things that were better for you but still tasted amazing.
I realized this was a common issue, so I started experimenting. After hundreds of batches and a lot of trial and error, I came up with recipes that were clean and delicious. It became clear that this wasn’t something anyone could easily recreate at home.
At first, I wasn’t thinking about starting a business, but when I started sharing my cookies with friends, their reactions were overwhelming. They loved them and wanted to buy them. That was the moment I realized: I’m not the only one who wants this. It could help so many others.
Whole Foods was your first customer, so it’s clear you identified a real need. You also mentioned your parents were entrepreneurs. Do you think that’s why starting your own business came so naturally to you?
Absolutely. Growing up with entrepreneurial parents, I had that mentality ingrained in me. But it was more than just that. I wanted to solve a personal problem—there was nothing in stores that met my needs for healthy, delicious desserts.
I got so frustrated walking into grocery stores and seeing the same processed options everywhere. That’s when I knew: someone needed to bring better-for-you, clean desserts to the masses. And if it wasn’t going to be me, who else would do it?
Sweet Loren’s is all about bringing joy, but in a way that’s more convenient and inclusive—especially for families with dietary restrictions. How does that connect with your own family’s needs?
Funny enough, I don’t have any food allergies myself, but my husband is gluten-free, and my kids’ school doesn’t allow peanuts or tree nuts. So Sweet Loren’s is perfect for our family—it’s safe for school, and it satisfies my kids’ cravings without worrying about food sensitivities.
I started out making products that were just clean and better-for-you, but over time, I realized how important it was to make them allergen-free, too. It’s not just about being healthy anymore; it’s about making something that everyone can enjoy safely. My kid’s school doesn’t allow certain allergens, and it’s hard to find products that meet those needs. I wanted to create something that not only tastes amazing but also works for all families.
With your kids, especially your four-year-old, do you talk to them about food and nutrition, and how do you balance enjoying treats with making healthier choices?
Oh, we talk about it all the time, especially with my four-year-old. She has a huge sweet tooth, just like me! But we’ve been talking a lot about how food makes us feel. I’m a big believer that everyone has their own mind-body connection. There’s no one-size-fits-all approach to diet, so I encourage her to listen to her body and understand what foods give her energy and make her feel good.
For example, if she has a big slice of cake at a party and then feels sick afterward, she’ll say, “I don’t feel so good, my tummy hurts.” She’s already starting to understand that balance. Of course, we let her enjoy a treat, but we also make sure she’s eating healthy foods too—lots of veggies she likes, like snap peas and crunchy apples. She likes crunchy foods. I love seeing her make those connections on her own at such a young age. It’s all about finding that balance of enjoying treats but also paying attention to how your body feels. That’s something I try to model for her in our day-to-day life.
Do your kids help out in the kitchen? Do they bake or cook dinner with you?
My two-year-old is still just figuring out how to help, but my four-year-old is all about the kitchen! She loves making pancakes—she helps mix the batter every morning. And she’s super into baking—cookies, frosting, decorating. She’ll make shapes and get creative with the designs. I love watching her explore the kitchen because it’s such a great creative outlet for her. It’s fun to see how much she enjoys the whole process, and it’s a great bonding time for us.
Sweet Loren’s has expanded from cookie dough into products like puff pastry and pizza dough. How do you decide what to develop next, and how involved are you in the product development process?
I absolutely love the innovation side of things—it’s where my heart is! I’m really hands-on with product development, but we also have an amazing R&D team that helps bring ideas to life. When I started Sweet Loren’s, I was just going with what I liked, but now it’s all about data. We listen to our customers—they tell us what they want, and we dig into the numbers to see if there’s a big enough market. We also consider if we can make it with our current machinery and packaging. It’s not just about what I like anymore; it’s about what our customers want. For example, puff pastry, pizza dough, and pie crust were all big requests from our fans, so we launched those to give people more options to enjoy Sweet Loren’s all day long. We want to make sure people can use our products for more than just dessert—think pigs in a blanket, pop tarts, or chicken pot pie! It’s all about convenience, but also making sure it tastes delicious and meets our high standards. I’m involved in every step to make sure the final product is something our customers will love.
This might be a tough one, but do you have a favorite Sweet Loren’s product?
Oh, that’s so hard to choose! If I had to pick, I’d say the Fudgy Brownie Cookie Dough—it’s got that rich dark chocolate vibe that I’m totally into. It’s the best when it’s slightly undercooked for that chewy texture. But then, I also can’t get enough of our puff pastry—it’s an 11/10 product. I love making pigs in a blanket with it, or just sprinkling cinnamon sugar on it for a super simple yet elevated dessert. And our breakfast biscuits—especially the cinnamon sugar flavor—they’re perfect for a quick snack on the go, and my two-year-old loves them! I literally travel with them and have them on hand when we’re on planes. It’s so fun to see my family reaching for Sweet Loren’s products over other snacks in our pantry!
As a cancer survivor, a mom, and the CEO of Sweet Loren’s, what does wellness look like for you today? How has your perspective on health changed over the years?
For me, wellness is all about that mind-body connection and balance. I make time every day to check in with myself—whether it’s through a workout or some quiet time to just focus on how I’m feeling. It’s important for me to stay strong and relieve stress, especially now with kids. Food is a big part of that, too. We prioritize whole, unprocessed foods at home, and I make sure our family stays energized with healthy options. We’re lucky to be in LA where there’s a lot of great healthy food, but I know that’s not always the case everywhere. I try to make sure I’m taking care of myself so I can take care of my family and business. As a mom, it’s so easy to give everything to your kids and family, but if I don’t feel full, I can’t be my best self. So, I make sure I prioritize self-care—whether it’s getting a massage, having a night out with girlfriends, or just getting some time to myself. Finding balance is key, and it’s something I’ve learned over time. It’s about making sure I show up for my family, my business, and myself.
Share a little about Sweet Loren’s partnership with Alex’s Lemonade Stand and the work you’re doing to fight childhood cancer.
This is our second year partnering with Alex’s Lemonade Stand, and it’s such an inspiring organization. We felt it was a perfect fit for Sweet Loren’s because they’re focused on supporting families going through pediatric cancer and funding research for cures. Our lemon cookie is actually one of our most popular flavors—it’s so bright and fresh, and we use cold-pressed lemon oil for that perfect taste. Partnering with Alex’s Lemonade Stand just felt like the right thing to do. We also really care about empowering the next generation, especially young women, so it’s been amazing to support a cause that’s so aligned with our values.
Last question—what cooking or baking skill do you think every home cook should master, and why?
Oh, there are so many! But one skill I think really elevates your cooking is mastering puff pastry. It might sound fancy, but it’s so easy with Sweet Loren’s refrigerated puff pastry—you just unroll it, no thawing required. It makes everything from pigs in a blanket to pop tarts super simple and delicious. You can make appetizers or even savory dishes like chicken pot pie, and they’ll taste like you’ve spent hours in the kitchen. Puff pastry is definitely a game changer. And then, I’d say making a “brookie” (a.k.a. a brownie cookie). You can easily layer our fudgy brownie dough and chocolate chunk dough in a pan, press them together, and bake. Throw on some sea salt, and you’ve got a super impressive dessert that’s so easy to make! It’s perfect for everything from a birthday party treat to an elevated dessert for a dinner party.
