From Apartment Oven to CPG Aisle. Fancypants Baking Co. Is Cooking.

Jun. 6, 2025 at 10:14 AM


Maura Duggan, the founder and CEO of Fancypants Baking Co., shares her journey from baking decorative cookies in her apartment in 2004 to launching a full-fledged CPG brand in 2024. She discusses the company's transition from fresh bakery sales to packaged consumer goods, emphasizing their commitment to high-quality, nut-free ingredients and their signature small, crunchy cookies. Maura highlights the strategic use of bright red packaging and a playful peacock mascot to stand out on shelves, the importance of limited-edition flavors to keep consumers engaged, and the advantages of self-manufacturing.

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