One Big Change: Problem Solving to Move Forward
Jun. 14, 2022 at 10:56 AM
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Telling your story is only one part of the equation - sometimes it needs an edit. Sweet Loren’s founder and CEO Loren Castle’s battle with cancer inspired her to start the cleaned-up cookie brand. But it took Castle looking at the key differentiators in her product line, and rebranding to make them more defined, that caused the business to truly take off. Brill’s advice will help attendees take a deeper look at their own brands, finding out what part of their strategies truly resonate with shoppers.
About Loren Castle:
Loren Castle is the CEO and Founder of Sweet Loren’s, Inc., a better-for-you baked goods company that is redefining what it means to be delicious and convenient. Sweet Loren's offers irresistible clean ingredient cookie dough that is non-GMO, plant-based, gluten free, dairy free, and free from the top 14 allergens. Their cookie dough is safe to eat raw, and convenient place & bake packaging means it’s easy to bake one or all. They also have tubs of creamy edible cookie dough for those that want to grab a spoon and dig in. 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 make her own - and it led her to create Sweet Loren's. Since the company launch in 2012, the independent and female-owned brand has grown exponentially, and is now operating with mass distribution available online sweetlorens.com and in more than 15,000 US stores in the refrigerated dough section. One of the fastest-growing privately held companies in the US, Castle has been featured for three straight years on the Inc. 5000 list, and made it to Inc.'s Female Founders 100 list. Castle is a graduate of the Annenberg School of Communication, University of Southern California. She is a certified Hatha Yoga instructor and resides in California with her husband and one year old daughter.