Carolyn Haeler spent nine months perfecting a gluten-free cookie recipe after her celiac diagnosis at age 31 left her unable to find a product she enjoyed. The result: MIGHTYLICIOUS Gluten Free, a cookie brand she launched after leaving her position at JP Morgan. The company debuted with oatmeal coconut as its flagship flavor, which has become its best seller. MIGHTYLICIOUS now offers seven cookie flavors, along with gluten-free flours and brownie mix.
Why It Matters
The gluten-free category continues to expand beyond medical necessity into mainstream consumer demand.
Direct-to-consumer brands built on founder stories and personal health challenges have proven effective at capturing shelf space and consumer loyalty in the competitive free-from market.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
