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Published on January 23rd, 2018 | by Darren Paltrowitz

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Brownie Brittle Founder Sheila G. Mains On Healthy Desserts & More

Sheila G.’s Brownie Brittle — as founded by Palm Beach, Florida native Sheila G. Mains — is a popular line of cookies and brownies. But unlike many store-sold desserts, most of the Brownie Brittle products are USDA Organic, non-GMO and kosher; some of them are also gluten-free. Further great about Brownie Brittle is its long-time partnership with Cookies For Kids’ Cancer, which ensures that a portion of the brand’s proceeds go towards solving childhood cancer.

I had the pleasure of doing Q&A with Sheila G. herself, and the highlights of such are below. More on the former owner of the 1-800-BROWNIE phone number — a great fun fact, eh? — can be found online at www.browniebrittle.com.

Where did the idea for holiday-specific Brownie Brittle come from?

Sheila G: Our holiday drizzled Brownie Brittle goes back to the days of producing brownies for accounts like Walt Disney World. We would drizzle chocolate on top of our brownies in order to keep the skin on top of the brownies from flaking off. It also gave our brownies an upscale, festive appearance and the chefs loved the look. So we thought, “Why not do the same with our Brownie Brittle?”

As for our Holiday Brownie Brittle Bites, we had a lot of fun with that one too. We experimented with various flavors of pan-coated chocolate until we narrowed it down to our favorites — milk chocolate caramel and dark chocolate peppermint. I love the creamy outside texture combined with the crunch of Brownie Brittle inside.

How far in advance does this Brownie Brittle need to be prepared? When will it be sold until?

Sheila G: Holiday Brownie Brittle is prepared in September and it is generally sold through the first week of January.

Your brand has also come out with some cookies. How would you describe the cookies to someone who only is familiar with Brownie Brittle?

Sheila G: A-M-A-Z-I-N-G! It’s a thin, crunchy, melt in your mouth, not your average, sandwich cookie. It delivers that same “Oh WOW!” response that we always get from those who try Brownie Brittle for the first time. That’s the reaction we strive for with every product we launch under the Sheila G label.

The cookies remind me of Girl Scout Cookies. Was that the goal?

Sheila G: No. Our goal was to create something special in the ever popular, sandwich cookie space.

Do you have a favorite flavor of the cookies?

Sheila G: I crave caramel, so our salted caramel is my go-to favorite.

What is coming up for your brand in the coming months?

Sheila G: More flavors for our core Brownie Brittle line, and Thindulgent! We’re also considering a two-pack for our Thindulgent sandwich cookies. It’s a great “try me” size and will be perfect for check lane, convenience stores and alternate channels.

Overall, is there a company goal that you are still working towards?

Sheila G: We are still very focused on product development and brand awareness. I’m never quite sure of the reaction I’m going to get when I talk about Brownie Brittle to new consumers. It’s either “Brownie Brittle? That sounds good. What is it?” or, “I LOVE LOVE LOVE Brownie Brittle!” We need to convert the former, and ensure the later will keep loving our brand!

Finally, is there something you wish more people knew about you or your brand?

Sheila G: My head is always spinning with new product ideas, to the point where we could be in almost every aisle of the grocery! That’s what happens when you love what you do for a living. Passion is one ingredient that can’t be imitated.


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About the Author

Darren Paltrowitz is a New York resident with over 20 years of entertainment industry experience. He began working around the music business as a teenager, interning for the manager of his then-favorite band Superdrag. Since then, he has worked with a wide array of artists including OK Go, They Might Be Giants, Mike Viola, Tracy Bonham, Loudness, Rachael Yamagata, and Amanda Palmer. Darren's writing has appeared in dozens of outlets including the New York Daily News, Inquisitr, The Daily Meal, The Hype Magazine, All Music Guide, Guitar World, TheStreet.com, Businessweek, Chicago Tribune, L.A. Times, and the Jewish Journal. Beyond being "Editor At Large" for The Hype Magazine, Darren is also the host of the bi-weekly "Paltrocast With Darren Paltrowitz" podcast, as co-produced with V13 (formerly PureGrainAudio.com). He has also co-authored two published books, 2018's "Pocket Change: Your Happy Money" (Book Web Publishing) and 2019's "Good Advice From Professional Wrestling" (6623 Press), with a second podcast set for a June 2020 launch.


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