Lenny & Larry's
Lenny & Larry's is a US-based, privately held CPG company founded in 1993 that makes protein-enriched snacks including The Complete Cookie, Complete Cremes, Cookie-fied Bars, Fitzels protein pretzels, and Protein Candy Bars, serving health-conscious, fitness-focused, and plant-based consumers through D2C, wholesale, and Amazon.
- Company typePrivate
- Founded1993
- HeadquartersPanorama City, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lenny & Larry's does
Lenny & Larry's is a privately held US-based snack CPG company that manufactures and sells protein-enriched baked goods and snacks, with its core offering being soft-baked protein cookies under the flagship "The Complete Cookie®" trademark. Its portfolio spans multiple formats and textures, including The Complete Crunchy Cookies®, The Complete Cremes® sandwich cookies, Cookie-fied® chewy-crunchy bars, Fitzels™ plant-based protein pretzels, and a recently launched Protein Candy Bar with 20g of plant-based protein. Differentiated by proprietary plant-based protein formulations that combine nutritional density (high protein, fiber, non-GMO) with traditional bakery taste and texture, the company sells across flavor SKUs including limited-edition seasonal releases and variety packs.
The company monetizes through three primary channels: direct-to-consumer e-commerce at lennylarry.com (with a $55 free-shipping threshold and a "Cookie Crew" loyalty program), wholesale distribution to physical retailers supported by a store locator, and third-party online marketplaces including Amazon. Pricing is unit-based across individual bags (e.g., $3.99 for a 4.25oz Chocolate Chip Complete Crunchy Cookie), 8-12 count boxes ($19.99-$30.00), and bulk 50-count cases ($59.99). Marketing combines organic social (Instagram, Facebook), email/newsletter, blog content, influencer/affiliate partnerships (e.g., Garage Gym Reviews), and Amazon deal promotions.
Founded in 1993 and operating as an independent LLC with 11-50 employees, Lenny & Larry's targets fitness- and health-conscious consumers, plant-based and dietary-restricted shoppers, and wholesale retail buyers, with a horizontal segmentation approach. The brand maintains five registered trademarks and an "As Seen In" media footprint. There is no disclosed revenue, no public listing, no parent company, no institutional investors, and no parent entity referenced in available data.
Lenny & Larry's firmographics
Firmographics- Name
- Lenny & Larry's
- Legal name
- Lenny & Larry's, LLC
- Website
- https://lennylarry.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lenny & Larry's is a US-based, privately held CPG company founded in 1993 that makes protein-enriched snacks including The Complete Cookie, Complete Cremes, Cookie-fied Bars, Fitzels protein pretzels, and Protein Candy Bars, serving health-conscious, fitness-focused, and plant-based consumers through D2C, wholesale, and Amazon.
- Ownership category
- akta.pro rank
Lenny & Larry's industry classification
Industry- Product category
- Protein Snacks
- NAICS
- Other Snack Food Manufacturing (311919), All Other Specialty Food Retailers (445298)
- SIC
- Cookies & Crackers (2052), Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
- akta.pro secondary industries
- Health/Protein Snack Bars Manufacturing (AFAKAIAN), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE)
Keywords
Where Lenny & Larry's is headquartered
LocationHeadquarters
- HQ city
- Panorama City
- HQ country
- United States
- HQ region
- North America
Markets served
Lenny & Larry's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: Revenue generated through direct consumer purchases on lennylarry.com, where customers buy individual products and variety packs at unit pricing.
- Wholesale Distribution: Revenue from supplying products to retail stores through their wholesale program, enabling broader physical retail distribution.
- Amazon/Online Marketplace Sales: Products sold through third-party e-commerce platforms and deal channels, as evidenced by Amazon promotional campaigns offering discounts on Lenny & Larry's products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Complete Crunchy Cookie - Single Bag (4.25oz) |
| Unit Pricing | Pay-as-you-go | Fitzels (Plant-Based Protein Pretzels) - 8ct Box |
| Unit Pricing | Pay-as-you-go | Protein Candy Bar - 12ct Box |
| Unit Pricing | Pay-as-you-go | The Complete Cookie - 12ct Box (Limited Edition) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Lenny & Larry's product offering
Product offeringCore offering
Lenny & Larry's manufactures and sells a portfolio of protein-enriched baked goods and snacks, including soft-baked protein cookies, crunchy protein cookies, sandwich cookies, chewy snack bars, plant-based protein pretzels, and protein candy bars (20g plant-based protein). The products are positioned as better-for-you snacks for fitness and health-conscious consumers, with non-GMO ingredients, added fiber, and a wide variety of flavors across multiple formats.
Product overview
Lenny & Larry's is a protein-focused snack company offering a portfolio of fitness-friendly baked goods and snacks. The product line centers on The Complete Cookie® (soft-baked protein cookie) and The Complete Crunchy Cookies® (crunchy variant), complemented by The Complete Cremes® (sandwich cookies), Cookie-fied® Bar (chewy snack bars), Fitzels™ (plant-based protein pretzels), and Protein Candy Bar (20g plant-based protein candy bars). Limited Edition seasonal flavors and Variety Packs round out the offering. The portfolio is unified by a protein-enrichment positioning with attributes including non-GMO, fiber content, and plant-based formulations across multiple texture profiles (soft, crunchy, chewy) and delivery formats (cookies, bars, pretzels, sandwich cookies, candy bars).
Differentiator
Problem solved
Functional benefit
Brands
- The Complete Cookie®: Soft-baked protein cookie - the company's flagship product
- The Complete Cremes®
- Cookie-fied® Bar
- The Complete Crunchy Cookies®
- Fitzels™
- Protein Candy Bar
- Limited Edition
Products and services
- The Complete Cookie® Soft-baked protein cookie marketed as a fitness-friendly snack with protein enrichment, available in multiple flavors including Apple Pie and Strawberry Shortcake limited editions.
- The Complete Cremes® Better-for-you sandwich cookies offering a protein-focused alternative to traditional cream-filled cookies.
- Cookie-fied® Bar Chewy-crunchy snack bars available in two sizes, combining cookie texture with protein-enriched nutrition.
- The Complete Crunchy Cookies® Crunchy-textured protein cookies available in multiple flavors including Chocolate Chip, offering an alternative texture to the soft-baked Complete Cookie.
- Fitzels™ Plant-based protein-packed pretzel snacks available in savory flavors including Pizza Palooza, Taco Tuesday, Beastly Buffalo, and Cinnamon Buns.
- Protein Candy Bar Better-for-you candy bar featuring 20g of plant-based protein, available in flavors such as Choco Haze and Peanut Caramel.
- Limited Edition Cookies Seasonal and limited-time flavor releases for The Complete Cookie line, including Apple Pie and Strawberry Shortcake varieties.
- Variety Packs Bundled assortment packs combining multiple cookie and snack varieties for customers seeking variety in their purchases.
Quantifiable outcome
- Products featured alongside major CPG brands (Optimum Nutrition, KIND, Orgain) in Amazon promotional campaigns with up to 40% discounts, indicating strong brand positioning in health-food retail.
Companies that use Lenny & Larry's
Customer profileSegments3 records
Ideal customer profiles3 records
Lenny & Larry's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Lenny & Larry's partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
Lenny & Larry's competitors and assessment
Company assessmentBroad incumbents
- Orgain: Plant-based protein brand spanning nutrition shakes, protein powders, and bars. Overlaps with Lenny & Larry's plant-based positioning and is co-promoted on Amazon; a larger, more diversified competitor.
- KIND Snacks (Mars): Larger better-for-you snack brand with broader portfolio (bars, clusters, granola). Frequently co-promoted alongside Lenny & Larry's on Amazon. Mars ownership provides category-leading distribution.
- Clif Bar: Established energy and protein bar brand with broad retail distribution. Larger scale competitor in the energy/protein snack category with deep retail penetration and brand awareness.
Emerging players
- Nature's Bakery: Better-for-you baked snack brand (fig bars, snack bars) competing in the natural-snack aisle. Comparable better-for-you baked-goods positioning, though lower protein focus.
- Munk Pack: Better-for-you snack brand with protein cookies and bars using natural ingredients. Smaller-scale competitor with overlapping health-conscious positioning and similar cookie format.
- Aloha: Plant-based protein bar brand with organic, low-sugar positioning targeting health-conscious consumers. Overlaps with Lenny & Larry's plant-based dietary-restricted consumer segment.
Direct peers
- Quest Nutrition: Direct competitor in protein-enriched cookies and bars (Quest Protein Cookies, Quest Bars). Targets the same fitness/health-conscious consumer with similar high-protein, better-for-you positioning and DTC + retail distribution.
- No Cow: Plant-based, high-protein bars and cookies targeting similar dietary-restricted and fitness-conscious consumers. Closely aligned product format (cookies, bars) and clean-label positioning.
- ONE Brands (Hershey): Protein bar and cookie brand competing in the same high-protein snack segment. Acquired by Hershey, providing it large-scale trade marketing and shelf-space leverage versus Lenny & Larry's.
- RXBAR (Mars/Kellanova): Protein bar brand with similar better-for-you, clean-ingredient positioning. Now owned by Mars, giving it significant distribution and marketing scale advantages in the same protein-snack category.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Lenny & Larry's social profiles
Digital presenceLenny & Larry's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lenny & Larry's leadership team
Management profileNumber of profiles
Profiles3 records
Lenny & Larry's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lenny & Larry's 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 Lenny & Larry's
What does Lenny & Larry's do?
Lenny & Larry's manufactures and sells a portfolio of protein-enriched baked goods and snacks, including soft-baked protein cookies, crunchy protein cookies, sandwich cookies, chewy snack bars, plant-based protein pretzels, and protein candy bars (20g plant-based protein). The products are positioned as better-for-you snacks for fitness and health-conscious consumers, with non-GMO ingredients, added fiber, and a wide variety of flavors across multiple formats.
Is Lenny & Larry's a public or private company?
Lenny & Larry's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lenny & Larry's founded?
Lenny & Larry's was founded in 1993. It employs 11 to 50 people.
Where is Lenny & Larry's based?
Lenny & Larry's is headquartered in Panorama City, United States, in the North America region.
How does Lenny & Larry's make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution and amazon/Online Marketplace Sales.
Who are Lenny & Larry's's main competitors?
Broad incumbents on record are Orgain, KIND Snacks (Mars) and Clif Bar. Emerging players are Nature's Bakery, Munk Pack and Aloha. Direct peers are Quest Nutrition, No Cow, ONE Brands (Hershey) and RXBAR (Mars/Kellanova).
Does Lenny & Larry's have an API?
No public API is recorded for Lenny & Larry's.
What industry is Lenny & Larry's in?
Lenny & Larry's's product category is Protein Snacks. Its primary akta.pro industry code is CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified), with a secondary code of AFAKAIAN, Health/Protein Snack Bars Manufacturing. Its NAICS code is 311919 and its SIC code is 2052.