Moms We Love: Sara Leand of Sara Snacker Cookie Company
The former television agent traded in Hollywood for an apron…and a booming new career in the cookie business. Here’s her story.
When did the idea for Sara Snacker come to be?
When I was in college at the University of Arizona, I had a business called Sara Snacker. I would bake cookies in my dorm room and my friends said that I should start a business. So I would bake all day Sunday and then deliver the cookies on Monday. I would use Saran Wrap and printed labels for the packaging. When I graduated, I put the cookie business on hold, but I knew that I wanted to come back to it at some point. I became a Hollywood agent and eventually started my own television production company. I packaged and created a bunch of shows. The most fun one was Surreal Life for VH1.
How did you make the segue from reality TV to cookies?
When I became pregnant with my daughter, I knew that I wanted to be home but continue working. Everyone told me that this was the time to revisit the cookie idea. I knew that I couldn’t open a brick and mortar store, so I found a co-packager so I could sell the cookies.
No more Saran Wrap and printed labels.
Right! [laughs] I worked on the cookie recipe for 6-9 months while I was still doing my other job. I knew that I couldn’t launch the line with a chocolate chip cookie. I didn’t want to be the 101st chocolate chip cookie on the market. I wanted to find a recipe that would stand out in the market. And that’s how I came up with the idea for the Chipn’etzel.
I do recipes that are not 100% traditional. I like to change them a bit. The Sara Snacker brand focuses on nostalgic flavors. I love salty and sweet together. Since so many kids have allergies, I wanted to create a cookie that would have a nutty taste, but have no nuts in it.
Then how did potato chips make their way in?
I thought it would be fun! It adds to the texture. And then chocolate on top only made sense! [laughs] I never wanted to create something that you could find easily.
When did you launch?
I launched the company last year. I was creating the logo, and building the brand while I was perfecting the recipe.
In NYC, you can find them at all Gourmet Garages, Zabar’s and Garden of Eden Gourmet Markets. And you can always order them online.
What has the response been?
Tremendous. One of my favorite things to do is demos, so I can get people’s honest opinions. Everyone loves the concept of a shortbread-based cookie with pretzels and potato chips.
They smell amazing. You can actually smell the butter.
Yes, we definitely use butter in there! [laughs]
We want to create a larger online presence. Our product line will continue to grow. We have a lemonade cookie, which is made with lemonade, a milkshake cookie, and the T.W. Ookie, which is The World’s Best Cookie. It’s a salted white chocolate chunk oatmeal cookie.
You mustn’t have a shortage of volunteer taste testers.
Never! Now that my daughter is older, she’s a tester. My husband also taste tests everything!
With a 16 month-old, a new business, and your second child on the way, how do you manage it all?
The first time was definitely easier! I’ve been implementing more systems to make things run smoothly. We’ve had a great success rate, and we’re going to continue to grow at a slow but steady pace. But yes, it will be interesting to see what happens when baby number 2 comes along! I thought Hollywood was tough. This is definitely tougher!
Do you think you’ll always stick with cookies?
Probably. Cookies are fun and happy. That’s what I love. If I’m going to devote this much time to my business, I want it to be something that will make people happy. It’s a funny flavor and name. I hope people see it that way. Don’t take it too seriously. After all, it’s just cookies.
For more info, please go to www.sarasnacker.com.
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