Sweet Laurel
Sweet Laurel is a Los Angeles-based, founder-owned bakery producing grain-free, dairy-free, and refined-sugar-free cakes, baking mixes, cookie dough, and cookbooks for health-conscious consumers and specialty retailers, distributed via DTC e-commerce, wholesale platforms, and online marketplaces nationwide.
- Company typePrivate
- Founded2015
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Sweet Laurel does
Sweet Laurel is a Los Angeles-based whole-foods bakery that produces grain-free, dairy-free, and refined-sugar-free cakes, baking mixes, cookie dough, and cookbooks. Founded in 2015 by Laurel Gallucci and Claire Thomas after Gallucci was diagnosed with an autoimmune disease, the company's formulation discipline centers on a restricted ingredient list — typically fewer than five whole-food components such as almond flour, coconut oil, and maple syrup, with monk fruit or erythritol for keto variants. The core product line consists of five signature cakes priced between $70-$80 that ship nationwide, supplemented by at-home baking mixes (chocolate cake, pancake, vegan scone, plus a bundle), pre-portioned vegan cookie dough, and two cookbooks (SWEET LAUREL and SWEET LAUREL SAVORY).
The company operates a multi-channel go-to-market model. Direct-to-consumer e-commerce through sweetlaurel.com is the primary revenue engine, supported by online marketplace distribution through Goldbelly, Williams-Sonoma, Bloomingdale's, and Good Eggs. Wholesale distribution is enabled through Pod Foods and the Faire and Mable ordering platforms, allowing independent and mid-market retailers to stock the brand. Until the 2025 Los Angeles wildfires, Sweet Laurel also operated a flagship Pacific Palisades bakery and a Santa Monica retail/pickup location; both physical sites have since closed, and the business now operates as a commissary-based shipper with digital gift cards ($25-$350) supporting gifting demand.
The target customer is health- and ingredient-conscious consumers — including those managing autoimmune conditions, diabetes, gluten intolerance, or following paleo/keto lifestyles — as well as specialty retailers and event planners seeking indulgent baked goods that accommodate multiple dietary restrictions. Marketing is predominantly organic and earned-media driven, with active presence across Instagram, TikTok, Pinterest, and Facebook, a blog and email newsletter, and notable celebrity endorsements from Lauren Conrad and Katherine Schwarzenegger, alongside press coverage including Bon Appétit. The company is privately held with no disclosed institutional funding and operates as Sweet Laurel, LLC in California.
Sweet Laurel firmographics
Firmographics- Name
- Sweet Laurel
- Legal name
- Sweet Laurel, LLC
- Website
- https://sweetlaurel.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sweet Laurel is a Los Angeles-based, founder-owned bakery producing grain-free, dairy-free, and refined-sugar-free cakes, baking mixes, cookie dough, and cookbooks for health-conscious consumers and specialty retailers, distributed via DTC e-commerce, wholesale platforms, and online marketplaces nationwide.
- Ownership category
- akta.pro rank
Sweet Laurel industry classification
Industry- Product category
- Specialty Bakery and Grain-Free Desserts
- NAICS
- Sugar and Confectionery Product Manufacturing (3113), Retail Bakeries (311811), Baked Goods Retailers (445291)
- SIC
- Bakery Products (2050), Food And Kindred Products (2000)
- akta.pro primary industry
- Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)
Keywords
Where Sweet Laurel is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sweet Laurel business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- E-commerce direct sales: Direct-to-consumer online sales of cakes, baking mixes, cookie dough, and cookbooks shipped nationwide to customers. One-time purchase model for individual products.
- Physical retail: Retail sales from Santa Monica store location at 1013 Pico Blvd, open Monday-Saturday 7am-1pm. Customers can also pick up online orders in-store.
- Wholesale distribution: Wholesale distribution through Pod Foods, Faire, and Mable platforms allowing retailers to stock Sweet Laurel products.
- Marketplace sales: Sales through online marketplace partners including Goldbelly, Williams-Sonoma, Bloomingdale's, and Good Eggs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Full-size cakes priced at $70-$80 |
| Unit Pricing | Pay-as-you-go | Baking mixes priced at $35-$37.50 per bundle |
| Unit Pricing | Pay-as-you-go | Cookie dough priced at $34 per pack |
| Unit Pricing | Pay-as-you-go | Cookbooks priced at $28-$28.99 |
| Unit Pricing | Pay-as-you-go | Gift cards from $25-$350 |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Sweet Laurel product offering
Product offeringCore offering
Sweet Laurel is a whole-foods grain-free, dairy-free, and refined sugar-free bakery that produces and ships ready-to-eat layer cakes, baking mixes, pre-portioned cookie dough, and cookbooks directly to consumers nationwide. The product portfolio uses fewer than five simple whole-food ingredients per item, targeting health-conscious consumers with dietary restrictions who seek indulgent desserts made with almond flour, coconut oil, maple syrup, and natural sweeteners.
Product overview
Sweet Laurel is a grain-free, dairy-free, and refined sugar-free bakery offering a focused portfolio of ready-to-eat cakes and baking mix products. The core offering consists of five signature cakes (Vanilla Maple, Chocolate Caramel Layer, Vegan Keto, Birthday Cake without Almonds, and Citrus Olive Oil) priced at $70-$80, which are shipped nationwide. Supporting the cakes is a line of at-home baking mixes including Chocolate Cake Mix, Pancake Mix, Vegan Scone Mix, and a Baking Mix Bundle, along with pre-portioned Vegan Chocolate Chip Cookie Dough. The company extends its brand through two cookbooks—SWEET LAUREL (desserts) and SWEET LAUREL SAVORY (savory recipes)—and offers digital gift cards. All products emphasize simple, whole-food ingredients with fewer than five components, targeting consumers with dietary restrictions seeking indulgent yet wholesome baked goods.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Products consistently receive 4.8-5.0 star ratings from verified buyers across multiple product categories
Companies that use Sweet Laurel
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Sweet Laurel technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sweet Laurel partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- GoldbellycoreOnline marketplace partner where Sweet Laurel products are available for national shipping. Goldbelly specializes in shipping perishable food items nationwide.
- Williams-SonomacoreRetail partner offering Sweet Laurel products through their online marketplace and potentially in stores.
- Bloomingdale'sminorDepartment store marketplace partner making Sweet Laurel products available to their customer base.
- Good EggsminorSpecialty food delivery platform partner offering Sweet Laurel products in the California market.
- FairecoreWholesale marketplace platform allowing independent retailers to easily order Sweet Laurel products for their stores.
- MablecoreWholesale ordering platform providing retailers access to Sweet Laurel products for resale.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Sweet Laurel competitors and assessment
Company assessmentDirect peers
- Simple Mills: Simple Mills makes grain-free, almond-flour-based baking mixes, crackers and cookies sold through DTC and major retail. It is the most directly comparable brand to Sweet Laurel's clean-ingredient baking mix and dessert positioning, with overlapping target customer (health-conscious, gluten-free).
- Hail Merry: Hail Merry produces grain-free, dairy-free, refined-sugar-free desserts including tarts and snacks, sold DTC and in Whole Foods. Its ingredient philosophy and target segment overlap almost entirely with Sweet Laurel's.
- Hu Kitchen: Hu makes paleo-friendly chocolate bars and baking chocolate with simple formulations, sold DTC and through premium grocery. Comparable to Sweet Laurel in clean-ingredient, paleo/keto-friendly premium positioning.
- Babycakes NYC: Babycakes is/was a gluten-free, vegan bakery focused on cupcakes and baked desserts sold DTC and through retail. Closely mirrors Sweet Laurel's allergen-friendly bakery model and specialty retail positioning.
Emerging players
- Against All Grain: Against All Grain is a paleo baking brand built on cookbooks and a blog, with grain-free baking mixes and treats. Comparable to Sweet Laurel's content-plus-product model and grain-free baking expertise.
- Purely Elizabeth: Purely Elizabeth makes grain-free granola, baking mixes, and oat-based baked goods sold through DTC and natural grocery. Comparable in clean-ingredient baking mixes and health-conscious consumer targeting.
- Made Good: Made Good produces allergen-free, school-safe baked snacks and granola bars sold in mainstream grocery. Comparable in allergen-friendly, clean-ingredient baked goods targeting restricted-diet consumers.
Broad incumbents
- Enjoy Life Foods: Enjoy Life (owned by Mondelez) is a broad allergen-free baking brand with cookies, chips and mixes in mass retail. Comparable in free-from baked goods positioning though serving a much broader mainstream audience.
- Levain Bakery: Levain Bakery is a premium DTC and retail cookie/baked goods brand known for high-quality, indulgence-focused treats at premium price points. Comparable to Sweet Laurel in premium DTC baked-goods positioning and nationwide shipping.
- Eat Just: Eat Just is a plant-based food company with plant-based eggs and condiments and previously bakery-style desserts, sold through mainstream retail and foodservice. Comparable in plant-based, allergen-friendly clean-ingredient food positioning, though operates at much larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Sweet Laurel social profiles
Digital presenceSweet Laurel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sweet Laurel leadership team
Management profileNumber of profiles
Profiles2 records
Sweet Laurel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sweet Laurel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sweet Laurel
What does Sweet Laurel do?
Sweet Laurel is a whole-foods grain-free, dairy-free, and refined sugar-free bakery that produces and ships ready-to-eat layer cakes, baking mixes, pre-portioned cookie dough, and cookbooks directly to consumers nationwide. The product portfolio uses fewer than five simple whole-food ingredients per item, targeting health-conscious consumers with dietary restrictions who seek indulgent desserts made with almond flour, coconut oil, maple syrup, and natural sweeteners.
Is Sweet Laurel a public or private company?
Sweet Laurel is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sweet Laurel founded?
Sweet Laurel was founded in 2015. It employs 11 to 50 people.
Where is Sweet Laurel based?
Sweet Laurel is headquartered in Los Angeles, United States, in the North America region.
How does Sweet Laurel make money?
Four revenue lines are on record. E-commerce direct sales are the primary driver. The others are physical retail, wholesale distribution and marketplace sales.
Who are Sweet Laurel's main competitors?
Direct peers on record are Simple Mills, Hail Merry, Hu Kitchen and Babycakes NYC. Emerging players are Against All Grain, Purely Elizabeth and Made Good. Broad incumbents are Enjoy Life Foods, Levain Bakery and Eat Just.
Does Sweet Laurel have an API?
No public API is recorded for Sweet Laurel.
What industry is Sweet Laurel in?
Sweet Laurel's product category is Specialty Bakery and Grain-Free Desserts. Its primary akta.pro industry code is AFAKAIAO, Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional). Its NAICS code is 3113 and its SIC code is 2050.