DAYTON, OH — After more than 40 years of serving up gourmet desserts, The Killer Brownie Co., now under the Irresistible Foods Group (IFG) umbrella, is entering its next era sporting a refreshed visual identity. This includes revamped branding, distinct packaging and a new “Live a Little” motto.
“Killer Brownie is more than just a dessert; it’s an experience,” said Raouf Moussa, chief growth officer at IFG. “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.”
Killer Brownie got its start in 1988 at Dorothy Lane Market in Dayton, OH. Since then, the brand’s presence has boomed with nationwide recognition, driven by its indulgence-first dessert offerings. As a brand in the IFG portfolio, Killer Brownie is set to grow on a national level, reaching 15,000 retail doors and debuting its direct-to-consumer business through its online platform.
The baking company’s new branding is centered on four traits: unapologetic, rebellious, confident and mischievous. These characteristics are relayed through bright blue packaging and bold typography designed to catch consumers’ attention.
“The bakery aisle hasn’t seen a lot of change, and for a long time, that was just fine,” said Chimene Mayne-Ross, founder and CEO of Killer Brownie. “But today’s consumer is looking for more. 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.”
Read more about Killer Brownie’s new branding in the February | Q1 2025 issue of Commercial Baking.
