What Honolulu Cookie Company does

Honolulu Cookie Company is a family-owned premium shortbread cookie maker founded in 1998 in Honolulu, Hawaii, by Keith and Janet Sung, now led in its second generation by Executive Vice President Ryan Sung. Its core product is a signature pineapple-shaped shortbread cookie hand-made in 15+ Hawaii-inspired flavors — including Lilikoi (Passionfruit), POG (Passion Orange Guava), Taro, Butter Macadamia, Chocolate Chip Macadamia, Guava, Mango Macadamia, Pineapple Macadamia, Dark Chocolate Kona Coffee, and chocolate-dipped variants — with each cookie individually wrapped and packed at the company's Sand Island Access Road bakery. The pineapple shape, sold under the trademark tagline "For the Very Best, Look for the Pineapple Shape®," is the central brand identifier.

The company operates a multi-channel distribution model: 14 company-owned retail stores in high-traffic Hawaiian tourist locations (Waikiki resort hotels, Ala Moana Center, International Market Place, Maui Whalers Village and The Shops at Wailea) plus Las Vegas and Guam; D2C e-commerce shipping from the Honolulu bakery to all 50 U.S. states, Puerto Rico, Canada, Australia, and APO/FPO addresses; and wholesale partnerships with Bloomingdale's, Costco (U.S./Canada/Japan/Australia), Disney properties (Aulani, Polynesian Village Resort), Tommy Bahama, DFS, Navy Exchange, and airport gift shops. A dedicated corporate gifting vertical serves bulk B2B and event orders at $0.95 per cookie with a 100-cookie minimum, supported by a separate corporate sales line and team.

Customer segments span tourists purchasing omiyage (Hawaiian gift-giving) souvenirs, corporate gifting clients, event/celebration consumers, local Hawaii residents, and retail/wholesale partners. The company is privately held with no disclosed institutional funding, parent company, or M&A activity; growth has been entirely organic. Recent strategic emphasis is on experiential retail (the 2026 LINQ Promenade Las Vegas megastore with build-your-own cookie box and dipping stations), format-specific wholesale SKUs (Mini Bites Snack Packs at Costco), lifestyle/collectible merchandise (plush keychains, luggage tags, themed tins), and brand collaborations (Hawaiian Airlines, Carissa Moore / Moore Aloha Foundation). The company's marketing relies on email, organic social (Instagram, Facebook, Twitter/X, Pinterest), earned media in national outlets (People, Food Network, NerdWallet, Hawaii Magazine), and seasonal promotions such as World Pineapple Day.

Name

Honolulu Cookie Company

Legal name

Honolulu Cookie Company

Website

https://honolulucookie.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

Honolulu Cookie Company is a family-owned Hawaii-based premium shortbread cookie maker, founded in 1998, producing pineapple-shaped cookies in 15+ island flavors sold through 14 retail stores, e-commerce, and wholesale partners including Bloomingdale's, Costco, and Disney.

Ownership category

akta.pro rank

Product category

Premium Cookies / Baked Goods

NAICS

Cookie and Cracker Manufacturing (311821), Baked Goods Retailers (445291)

SIC

Cookies & Crackers (2052)

akta.pro primary industry

Cookie & Brownie Shops (THAFAGAF)

Keywords

• Premium shortbread cookies
• Hawaiian gift cookies
• Pineapple-shaped shortbread
• Tropical flavor baked goods
• Corporate gifting cookies

Headquarters

HQ city

Honolulu

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Store Sales: Direct sales to consumers through 14 company-owned retail locations across Hawaii (Oahu, Maui), Las Vegas, and Guam, generating revenue from walk-in customers, tourists, and locals.
2. E-commerce / Direct Online Sales: Online orders through honolulucookie.com shipped to all 50 US states, Puerto Rico, Canada, Australia, and APO/FPO addresses. Orders processed and shipped from Hawaii bakery.
3. Wholesale / Partner Distribution: Wholesale distribution through premium retail partners including Bloomingdale's, Costco, Disney properties, Tommy Bahama, DFS, Dole Plantation, Navy Exchange, and airport gift shops.
4. Corporate Gifting & Bulk Orders: Bulk cookie sales at $0.95 per cookie with minimum 100 cookies per flavor. Dedicated corporate sales team handles custom corporate gift programs and event gifting.
5. Event & Promotional Sales: Special promotions like World Pineapple Day with free gift-with-purchase offers, seasonal collections, and limited-edition products driving incremental revenue.

Pricing tiers

Go-to-market motion4 records

Distribution channels10 records

Marketing channels7 records

Core offering

Honolulu Cookie Company manufactures and sells premium pineapple-shaped shortbread cookies inspired by Hawaiian flavors. Founded in 1998 by Keith and Janet Sung, the company offers 16+ unique island-inspired flavors (Lilikoi, POG, Taro, Butter Macadamia, Guava, etc.) sold through 14 company-owned retail stores, direct e-commerce, and wholesale partners including Bloomingdale's and Costco.

Product overview

Honolulu Cookie Company is a family-owned premium shortbread cookie company founded in 1998, specializing in Hawaii-inspired pineapple-shaped cookies. The core product offering centers on premium shortbread cookies available in 15+ island flavors (Lilikoi, POG, Taro, Butter Macadamia, Chocolate Chip Macadamia, Chocolate Dipped Macadamia, Dark Chocolate Coconut, Dark Chocolate Kona Coffee, Dark Triple Chocolate Macadamia, Guava, Mango Macadamia, Pineapple Macadamia, White Chocolate Coconut, White Chocolate Dipped Macadamia, White Triple Chocolate Macadamia). These are complemented by the Mini Bites Snack Pack line sold at Costco and online, and an extensive gift packaging collection including Aloha Shirt Tins, Aloha Surfboard Tins, Pineapple Tins, Pearl Green Tins, Signature Gift Boxes (Premium and Ultimate Collections), Floral Lei Gift Towers, and various themed gift boxes. The company also offers branded merchandise (Cookie Plush Keychains, Pineapple Luggage Tags), corporate gifting services, bulk ordering for events, and operates experiential retail locations including the upcoming LINQ Megastore in Las Vegas. The company has 12 locations in Hawaii, one in Las Vegas, and one in Guam.

Differentiator

Problem solved

Functional benefit

Products and services

• Premium Shortbread Cookies Hawaii-inspired pineapple-shaped premium shortbread cookies available in 15+ island flavors including Butter Macadamia, Chocolate Chip Macadamia, Pineapple Macadamia, Guava, Taro, Lilikoi (Passionfruit), POG, and various chocolate varieties. Each cookie is individually wrapped by hand.
• Mini Bites Snack Packs Bite-sized shortbread cookies in 7oz snack packs available in Lilikoi, Pineapple Macadamia, POG, Taro, and Chocolate Chip flavors. Sold at Costco and online.
• Aloha Shirt Tin Collectible gift tin shaped like an aloha shirt containing 10 premium shortbread cookies.
• Aloha Surfboard Tin Collectible gift tin shaped like a surfboard containing 15 premium shortbread cookies with Hawaii-themed packaging design.
• Pineapple Tin Large Large pineapple-shaped gift tin containing premium shortbread cookies, one of the signature gift box collections.
• Signature Gift Box Premium Collection Medium-sized signature gift box containing 15 premium shortbread cookies from the Premium Collection with elegant packaging for gifting occasions.
• Signature Gift Box Ultimate Collection Extra-large signature gift box containing 55 premium shortbread cookies from the Ultimate Collection, designed for large gifting occasions.
• Floral Lei Gift Tower Multi-tiered gift tower featuring floral lei-inspired designs from the Floral Lei Collection, containing an assortment of premium shortbread cookies.
• Aloha Pineapple Mini Bag Small gift bag featuring pineapple design with premium shortbread cookies, ideal for party favors and small gifts.
• Cookie Plush Keychains Plush keychain toys shaped like the company's signature cookies, available in Chocolate Dipped Macadamia, Guava, and Pineapple Macadamia designs.
• Pineapple Luggage Tag Hawaii-themed luggage tag featuring the company's pineapple design as part of the branded merchandise collection.
• Corporate Gifting & Events Service Customized corporate gifting solutions for businesses including branded packaging, bulk orders, and event favors. Includes dedicated corporate sales team and specialty contact line (808-697-6062).
• Bulk Cookie Orders Bulk ordering service for cookies at $0.95 each with a minimum of 100 cookies per flavor, available for weddings, parties, and events.

Quantifiable outcome

• 14 retail locations across Hawaii, Las Vegas, and Guam
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered minor and core.

• Hawaiian AirlinesminorGTM or Marketing Partner · 6 December 2025Partnership for World Cookie Day providing complimentary peppermint macadamia cookies to select Hawaiian Airlines flights, enhancing passenger experience and promoting the brand to travelers.
• Moore Aloha Foundation (Carissa Moore)minorStrategic or Co-development Partner · 8 September 2024Collaboration with Olympic surfer Carissa Moore and Moore Aloha Foundation resulted in the Moore Aloha Surfboard Tin designed to spread aloha. Also involved University of Hawaii West Oahu's Creative Media program.
• Bloomingdale'scoreChannel Partner/ Reseller/ DistributorProducts available at Bloomingdale's stores throughout the US including New York, Honolulu, California (Century City, Newport Beach, San Diego, Sherman Oaks), Chicago, New Jersey, and Massachusetts locations.
• CostcocoreChannel Partner/ Reseller/ DistributorMini Bites products available in select US, Canada, Japan, and Australia Costco locations. Wholesale distribution expanded during 2020 COVID pandemic.
• Disney (Aulani Resort & Spa, Polynesian Village Resort)coreChannel Partner/ Reseller/ DistributorProducts available at Aulani Disney Resort & Spa (Kapolei, Hawaii) and Disney's Polynesian Village Resort (Orlando, Florida) gift shops.
• DFS (Duty Free Stores)coreChannel Partner/ Reseller/ DistributorProducts at DFS Galleria Waikiki, Naha Airport (Okinawa - Domestic and International terminals), and T Galleria by DFS in Okinawa.
• Tommy BahamacoreChannel Partner/ Reseller/ DistributorSelection of popular products available at Tommy Bahama stores throughout the US.
• Dole PlantationminorChannel Partner/ Reseller/ DistributorProducts available at Dole Plantation in Wahiawa, Hawaii.
• Navy ExchangeminorChannel Partner/ Reseller/ DistributorProducts available at Navy Exchange Mall at Pearl Harbor, Honolulu.
• Hawaii Airport Retail (Honolulu, Kona, Kahului)coreChannel Partner/ Reseller/ DistributorProducts available at multiple airport locations including Honolulu International Airport (Terminal 2, Terminal 1), Kona International Airport (Aloha Gift Shop, Hawaiian Gift Shop), and Kahului Airport Maui.
• Pu'uhale Elementary SchoolminorOthersLocal community partnership supporting the school's KALO Store program which rewards positive student behavior. Sponsoring assemblies, assisting with school improvement projects, and keeping the KALO Store stocked.
• Helping Hands Hawai'i Ready to LearnminorOthersSupporting the Ready to Learn program that provides educational tools to students from low-income and houseless families in Hawaii through the Kalihi neighborhood organization.
• The Pantry by Feeding Hawai'i TogetherminorOthersSupporting Hawaii's only e-commerce pantry providing fresh, diverse, nutritional food to families. Monthly volunteering, stocking shelves, pulling/packing food orders.

Scale indicators5 records

Recent moves15 records

Expansion highlights6 records

Direct peers

• Levain Bakery: NYC-based premium cookie bakery with retail locations and nationwide e-commerce shipping of signature thick cookies. Closely comparable to HCC on product (premium cookie), channel mix (DTC retail + e-commerce + gifting), and brand positioning (premium, distinctive, giftable).
• Tate's Bake Shop: Long Island-origin premium thin-and-crispy cookie brand now owned by Mondelez, distributed nationally through grocery and club channels. Comparable to HCC on premium cookie positioning, distinctive product style, and broad wholesale distribution.
• Mrs. Fields: Iconic premium cookie brand with mall and outlet retail plus e-commerce gifting and bulk/corporate programs. Comparable to HCC on retail store footprint, gifting-first positioning, and corporate gifting channel.
• Walkers Shortbread: Scotland-based heritage shortbread specialist selling premium gift tins and cookies worldwide through retail and wholesale. Closely comparable on product category (shortbread), gift-tin packaging, and souvenir/gifting use case.
• Baked by Melissa: NYC bite-sized cupcake and cookie brand with retail stores and nationwide gifting/e-commerce. Comparable to HCC on bite-sized novelty formats (HCC's Mini Bites Snack Packs), colorful gift packaging, and metropolitan retail + online gifting.
• David's Cookies: Premium cookie brand with wholesale, mail-order, and corporate gifting channels. Comparable to HCC on multi-channel premium cookie distribution and bulk/corporate ordering programs.

Broad incumbents

• Famous Amos: Mass-market premium cookie brand owned by Ferrero, distributed nationally through grocery and c-store channels. Broader incumbent competitor with overlapping cookie category and gift-tin offerings, but mass-market positioning versus HCC's premium tourist-gift niche.
• Pepperidge Farm: Campbell Soup-owned premium cookie and cracker brand distributed nationally through grocery and mass channels. Overlaps with HCC on premium cookie positioning and gift packaging (e.g., Geneva cookies), but operates at much larger scale across broader categories.

Regional players

• Hawaiian Host: Hawaii-based premium chocolate and macadamia nut confectionery brand sold through retail, wholesale, and tourist channels. Comparable to HCC on Hawaii heritage, tourist gifting/omiyage positioning, and macadamia-centric product portfolio.
• Maui Cookie Lady: Hawaii-based small-batch premium cookie brand with retail, wholesale, and e-commerce presence. Comparable to HCC on Hawaii heritage, premium gifting positioning, and tropical flavor profiles, though at a smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/honolulucookie
• Facebookfacebook.com/honolulucookie
• Instagraminstagram.com/honolulucookie
• Pinterestpinterest.com/honolulucookie

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Honolulu Cookie Company