New York, NY, Embargoed to 6am ET October 6th, 2022- Sweet Loren’s is the better-for-you baked goods company that makes America’s #1 natural cookie dough. Doug Radi starts as Sweet Loren’s first President October 3rd and Robyn DeFina as SVP Marketing October 24th.
Radi is an industry leader in the natural food and consumer goods sectors. He is the latest hire as Sweet Loren’s continues to expand its executive leadership team, building on the arrival of Rob Burke (SVP, Sales) earlier this year. Radi brings over twenty-five years of experience in the food and consumer products industry and has been a passionate advocate for better-for-you brands for over twenty years. He has held leadership positions at several leading natural food brands including Good Karma Foods, Silk Soymilk, Horizon Organic and Rudi’s Organic, where he recently served as CEO in his second stint with the Brand. Radi is a former Board Member of the Plant Based Foods Association and former President of the Board of Naturally Boulder. He has an MBA from Wake Forest University School of Business and is a graduate of Colorado State University.
“Loren has built a fabulous brand. The company is on a strong financial footing and a great trajectory. We have truly innovative products that are disrupting a category and she’s proven that the market exists for better-for-you baked goods. I am delighted to be joining at such a pivotal moment as the brand plans for accelerated expansion and exciting new product launches in 2023,” said Doug Radi, President Sweet Loren’s.
DeFina is a seasoned sales and marketing practitioner with over eighteen years in the better-for-you food category having held senior positions at brands such as Annie’s, Once Upon A Farm and most recently Sugar Bowl Bakery, one of the largest AAPI and family owned bakeries in the US. She will oversee all aspects of marketing from core brand management to demand generation, new product development and consumer acquisition. “Sweet Loren’s is a marketer’s dream. A fast-growing brand that is single-handedly disrupting a sleepy category with amazing products. There is so much potential for significant growth. I cannot wait to get started and my first priority is our Q1 launch plans,” said Robyn DeFina, SVP Marketing.
“Our recent performance shows that Sweet Loren’s has significant potential to grow over the next five years. Doug is exactly the right person to take us to the next level as a business. He has the right experience, a great attitude and he knows all the levers of growth that we need to pull across the breadth of sales, marketing, innovation and operations,” said Loren Castle, Founder and CEO, “Robyn has deep experience in our category and will be an amazing partner to help grow the brand both creatively and win us more households.”
High-Growth Disruptor Better-For-You Brand
Sweet Loren’s ignited the better-for-you cookie dough category and now has 80% market share. The company’s retail sales are growing at over 17%, stores selling have increased 10% to over 16,000 The brand is fueling growth of better-for-you baked goods with category-busting innovations like its Less Sugar cookie dough (40% less sugar than other leading national brands). The entire cookie dough category is worth over $700m and Sweet Loren’s is the only brand in the Top 10 growing unit sales. (Source: IRI Industry Data Last 52 weeks ending 09/04/22)
About Loren Castle, Founder & CEO
Loren Castle founded Sweet Loren’s after beating cancer in her early twenties, making it her mission to eliminate processed foods from her diet. When she couldn’t find great tasting cookies made from clean ingredients, she set out to create Sweet Loren’s. Since the company launched in 2012, the independent and female-owned brand has grown exponentially, and is now operating with mass distribution. One of the fastest-growing privately held companies in the US, Sweet Loren’s has been featured for three straight years on the Inc. 5000 list, and Castle has been included on Inc.’s Female Founders 100 list.
About Sweet Loren’s
Sweet Loren’s is famous for its high-quality, delicious, convenient and safe-to-eat-raw, pre-portioned ready-to-bake cookie dough. All products are also plant-based and dairy free, Certified Gluten Free and Vegan, Peanut/Tree Nut Free, Non-GMO Project Verified, Kosher Pareve, and free from the top 14 allergens making it one of the only choices for allergen-sensitive and dietary conscious consumers. Easy to bake in minutes as well, all Sweet Loren’s cookie dough can be baked in a regular oven, toaster oven, or air fryer. Sweet Loren’s is on a mission to ensure that nobody ever has to compromise between clean ingredients and joyfully delicious taste, one product at a time. Founded by Loren Castle in 2012, Sweet Loren’s is the leading better-for-you baked goods and #1 natural refrigerated cookie dough brand in the U.S. The products are available online and in more than 15,000 stores in North America and 600 stores throughout Canada. All Sweet Loren’s products are plant-based, dairy-free, Certified Gluten Free and Vegan, peanut/tree nut free, Non-GMO Project Verified, and Kosher Pareve. Crafted with only clean ingredients, Sweet Loren’s is known for irresistible tasting cookie dough. As healthy living and mindful lifestyle choices converge, consumer behavior is shifting towards permissible indulgences. Sweet Loren’s is the conscious brand dedicated to doing its part to build a healthier world.
