There are many people out there feeling stuck in their full-time jobs, waiting for divine intervention or the perfect moment to jump ship. One entrepreneur found the courage to become her own boss after surviving a scary bout of cancer right out of college.
In 2006, Loren Castle, the CEO of refrigerated cookie dough empire Sweet Loren’s, was a fresh-faced 22-year-old who had just graduated from the University of Southern California. But three months later, she was diagnosed with Hodgkin’s Lymphoma: a cancer that originates in the lymphatic system. While going through chemotherapy for six months, Castle was wrangling the issue of eating healthier while figuring out what her career would look like.
“After [recovering], my doctor said, ‘Go be normal and get a real job,’” Castle recalls to Fortune. “I was like, ‘I can’t be normal anymore.’ Life is really precious, I want to make sure I find something that I’m super passionate about. I wasn’t happy working for someone else in a job that I just wasn’t really passionate about.”
Four years after working unfulfilling corporate and restaurant-industry jobs, she finally found that passion—and turned it into a booming million-dollar business. Today, her healthy refrigerated cookie dough brand lines the aisles of 35,000 supermarkets, including chains like Whole Foods, Target, and Costco.
Sweet Loren’s rolled in $97 million in gross sales in 2024, and is on target to reach a staggering $120 million run rate this year.
Courtesy of Sweet Loren’s
“The goal is to take over the whole refrigerated dough section, and really become the number one player in the space,” Castle continues. “While the big guys are asleep at the wheel, we know how to speak to millennials and Gen Z, the future shopper…I’m just really passionate about this because it started from a personal need.”
Quitting her ‘real job’ to serve health-conscious cookie lovers
New York-based Castle wasn’t inspired to start Sweet Loren’s because of her love for baking—in fact, she did little of it before her diagnosis. While her friends were out partying, her illness had forced her to change the way she lived, including the way she ate.
Having a big sweet tooth, Castle was disappointed in the lack of wholesome cookie dough brands. So she took cooking classes and studied nutrition on the days she didn’t have cancer treatment, opting for “super-powered” healthy foods, and formulated her own healthy sweet treat.
“I started making my own recipe, practicing hundreds and hundreds and hundreds of batches. And finally I [made] these recipes that I was like, ‘Wait a minute, like, this is the best cookie I’ve ever had,’” Castle says. “It turned what was a really scary, negative time in my life into like a superpower.”
Castle started test-running batch after batch of health-conscious cookies while working other jobs on the side. During those years she worked at a boutique PR company, helped manage a restaurant, and had a role at a wine business. She was bouncing between roles that didn’t fulfill her. But surviving cancer—and wanting to turn the nightmare of the illness into something positive—was the push she needed to finally start her own business.
“Life is short. I don’t want regrets. I was so keenly aware of my feelings. If I wasn’t in love with something, it was really hard to make myself do it,” Castle said. “It got to that point of, ‘I don’t like my boss, I don’t want to be making him money.’”
After three years of trying and failing to find a job she loved and was passionate about, Castle pulled the plug and veered into entrepreneurship at 26.
Now, what started as a personal necessity has become a game-changer for a much wider audience. Castle has enjoyed massive success by tapping into cravings for healthy sweet treats, especially among consumers with allergies or dietary restrictions. Selling nut-free, dairy-free, and vegan cookie doughs, pie crusts, puff pastry, and pizza doughs, Sweet Loren’s reached a niche that has since blossomed into a bigger movement.
Propelling Sweet Loren’s to a $120 million success
Castle had already amassed a hoard of cookie fans from having her friends and families test the batches. But her real big break came in 2011, when she entered a baking contest in New York City: The Next Big Small Brand Contest for Culinary Genius. She swept the competition, winning both the people’s choice award and judge’s award.
Sweet Loren’s was officially on the map, and suddenly, hundreds of families were emailing the brand weekly asking for new dietary-sensitive options. In addition to the healthy cookie dough she was producing, they wanted nut-free, gluten-free, vegan-friendly sweet treats.
“Once I launched allergen-free [products], they became our number one SKU overnight,” she says.
Courtesy of Sweet Loren’s
Castle says that her brand is now the number one natural cookie dough brand in the U.S., without private equity backing, VC funding, or glitzy billboard ads.
“It’s not like we’re pouring $50 million into Super Bowl ads and things like that. I think it’s just that we really solved a problem,” Castle says. “They just love the quality of the product and tell their friends and become advocates for it. Because we’re raising the bar on what packaged food can taste like, and what the ingredients can be like. It’s more of a premium.”
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