I met Loren Brill on a rainy, slushy, snowy night in December in NYC, the kind of night you don’t want to leave your house. To the apartment birthday party of our mutual friend, Loren brought baked cookie samples for all to try, as she was product testing and formulating her commercial-ready recipes.

Three different samples lay in front of me and she asked for genuine feedback on all. My response: “the ones on the left are dry, but have a nice taste. The ones on the right are the opposite - good texture, but the flavor is off. And the ones in the middle - those are the BEST chocolate chip cookies I’ve ever had!”

Her response launched my career as an angel investor. “Good,” she said, “the two on the outsides are my closest commercial competitors, and the ones in the middle are my recipe that’s not yet on the market, and guess what - they’re vegan & gluten free!!” I would never have otherwise known, and I thought if she could make something this delicious with better-for-you ingredients that appeal to everyone, I knew it could become a staple in homes across the country.

After a few more formal discussions and diligence, I made my very first angel investment and brought a total of 5 investors into a syndicated group to fund Sweet Loren’s pre-seed round.

Go buy some for yourself & see what the hype is all about.