About Sweet Loren's
Sweet Loren’s is an refrigerated cookie dough brand offering delicious, all-natural cookie dough prepared with top secret recipes and transparent, wholesome ingredients. Launched nationally in 2015 by Loren Brill, Sweet Loren’s was conceived after a life-threatening hardship; Loren was diagnosed with Hodgkin’s Lymphoma fresh out of college. Upon beating cancer and reaching recovery at a young age, Loren surfaced with a mission: she had learned the value of cutting out hydrogenated oils, high fructose corn syrup, artificial flavors, most dairy products, and ingredients that aren’t easily pronounced from her diet, and from this heightened awareness, Sweet Loren’s was born.
Sweet Loren’s refrigerated cookie dough uses only whole grains and excludesGMOs, dairy, high fructose corn syrup, artificial flavors, and trans fat from every package. The Company also offers certified gluten-free, nut free, and vegan cookie doughs to better serve the needs of those with dietary restrictions that don’t want to restrict their taste buds. Founder, Loren Brill, firmly believes in giving consumers a real choice in selecting an easy-to-make cookie dough, and there had yet to be a true better-for-you option until Sweet Loren’s hit refrigerated sections across the US.
Sweet Loren’s is a clean food company transforming what it means to be convenient and delicious. There is a sweet intention in every bite, to take care of yourself and others, that’s why we called it Sweet Loren’s. Every product we offer is crafted with pure, simple ingredients so that everyone — regardless of dietary restriction or lifestyle — can enjoy a delectable treat.
As an early-stage growth brand, Sweet Loren's required growth capital to expand its manufacturing capacity and promote its product line to key retail accounts in order to grow sales. The company had a great product that consumers loved; however, it lacked the capital and internal resources to execute on its long-term strategic vision. Sweet Loren's specifically had challenges in maintaining a healthy gross profit margin due to its rising trade spend costs and faced operational bottlenecks due to its lack of staff.
Edeska conducted a business audit by interviewing Sweet Loren's CEO, COO, and CFO to understand the company's current challenges. Through analyzing the historical performance metrics of the business, we were able to assist the business in the following areas:
1. Improve its overall gross profit margin by expanding into food service and e-commerce distribution channels
2. Simplify its product line from 15 flavor SKUs to 5 of the core best sellers, reducing inventory shrinkage
3. Establish a streamlined organizational structure by consolidating key positions which reduced monthly personnel expenses while maximizing efficiency.
4. Increase retail footprint by utilizing new food brokers as independent sales representatives to grow its active retail door count.
Following the strategic sessions with management, Edeska put together a comprehensive business plan and financial model that outlined its short-term and long-term growth objectives over the next five years. The team was able to use this exercise to establish the strategic direction of the business while also presenting the business plan to investors to raise the capital required to execute its vision.
Following the engagement, Sweet Loren's was able to secure a $2 Million equity investment through the business plan with an additional $4 Million in a subsequent capital round.
Post capital raise, the Edeska team was retained on a long-term basis to track and analyze its key performance indicators (KPIs) monthly, quarterly, and annually. The goal of this current engagement is to report the company's performance metrics to investors and analyze drivers that need improvement.
Today, Sweet Loren's is on path to reach over $12 Million in annual sales with distribution in all core retail channels including Whole Foods, Kroger, Publix, and Albertsons. The company has achieved a 3,000%+ revenue growth since 2015 and was also recognized on the 2019 Inc. 500 list (#114 Overall and #5 Food & Beverage company).