BOSTON — In the snacking segment, crispy cookies are a popular choice with today’s consumers.

Fancypants Baking Co. is capitalizing on this momentum with expanded distribution of its signature product line. In May 2025, the cookie brand landed on Harris Teeter and Whole Foods Market shelves, and now, three of its varieties — Chocolate Chip, S’Mores, and Salted Caramel — can be found at H-E-B stores throughout Texas.

“Gaining distribution takes time and dedication, great people, a bit of luck and solid strategy,” said Maura Duggan, CEO and founder of Fancypants via LinkedIn. “From weekly sales meeting to shelf placements, there are a thousand tasks in between. We know Texans love their cookies and can’t wait for shoppers to try ours.”

The crispy cookie company’s product portfolio also includes seasonal varieties, such as Pumpkin Chocolate Chip, Strawberry Shortcake, and Lemon Tart.