Killer Brownie Unveils New Branding, Inviting Customers to 'Live a Little'

Killer Brownie®, the gourmet brownie company known for its decadent, layered indulgence, is debuting a bold new look and a daring motto: “Live a Little.”  After more than 30 years of bringing joy to dessert lovers, the brand is transforming its image with striking new packaging and a fresh marketing approach. In partnership with Irresistible Foods Group, Killer Brownie’s goal is to disrupt the bakery, a space where indulgent treats exist without a brand name that truly sticks. 

"The bakery section hasn’t seen a lot of change - and for a long time, that was just fine. But today’s consumer is looking for more,” said Chimene Mayne-Ross, Founder and CEO of Killer Brownie. “Killer Brownie is here to bring bold flavor, unapologetic indulgence, and a loud brand personality. We’re not just introducing something new - we’re making the bakery section a destination, giving people something they’ll be excited to seek out."

Killer Brownie’s rebrand is rooted in four core characteristics: unapologetic, rebellious, confident, and mischievous. This spirit comes to life through vibrant, eye-catching packaging that makes an undeniable statement in the bakery. Featuring a signature bright blue color and bold typography, the new look is designed to break convention and draw consumers in. At the heart of the rebrand is the new motto, "Live a Little," inviting fans to embrace indulgence.

"Killer Brownie is more than just a dessert; it’s an experience," said Raouf Moussa, Chief Growth Officer at Irresistible Foods Group. "We’re building on the brand’s impressive legacy of flavor and bringing it to life in a way that can’t be ignored. By combining bold marketing with dynamic in-store presence, we’re giving fans a new reason to get excited about dessert.”

Founded in 1988 at Dorothy Lane Market in Dayton, Ohio, Killer Brownie began as a “best-kept secret,” a decadent treat made with rich layers and high-quality ingredients. Over the years, its signature indulgence, innovative flavors, and loyal social following have transformed it from a local legend into a cult favorite. Now, through its partnership with Irresistible Foods Group, Killer Brownie is poised to make a national impact, expanding to over 15,000 retail doors and launching direct-to-consumer availability on KillerBrownie.com for the first time. With a bold new look and fearless attitude, the brand is ready to inspire cravings and bring its iconic indulgence to dessert lovers nationwide.

Products Launching on killerbrownie.com: 

• Triple Chocolate with Caramel: Decadent chocolate brownie loaded with chocolate chips, features a layer of creamy caramel and more chocolate chips in the center and finished with even more chips. 
• Cookie Dough with Caramel: Golden chocolate chip Killer Cookie™ dough and rich chocolate brownie are baked together with a layer of creamy caramel and extra chocolate chips. 
• Chocolatier: A rich chocolate brownie made with premium milk chocolate chips—soft and moist with a thin crackle top.
• Brookie: Golden chocolate chip Killer Cookie™ baked atop rich chocolate chip fudge brownie. Soft on the inside with a slightly chewy edge. 
• Kitchen Sink: Rich blonde brownie—mixed with rainbow sprinkles and topped with M&M's® and mini chocolate chips—is baked atop a decadent fudge brownie. 
• Assortment Box: A delightful assortment of sixteen caramel-stuffed Killer Brownie® bites in four gooey flavors—Cookie Dough, Original, Confetti, and Triple Chocolate Thank you!!!

About Killer Brownie®

Killer Brownie® is a nationally adored line of indulgent, layered brownies that began as a local sensation in Dayton, Ohio. Known for its signature multi-layered decadence - featuring rich brownie, gooey caramel, and premium inclusions - Killer Brownie has redefined what a brownie can be. From its classic flavors to limited-edition innovations, each bite delivers an unforgettable experience. What started as a family-owned bakery’s best-kept secret has grown into a beloved brand, bringing moments of joy to dessert lovers nationwide.

In 2024, Killer Brownie joined Irresistible Food Group (IFG), a family of brands committed to elevating beloved foods with exceptional quality and craft. This partnership is accelerating Killer Brownie’s growth, expanding its reach, and bringing brand loyalty to the bakery section.