Killer Brownie is debuting a new look and motto, “Live a Little,” for its brand.
After more than 40 years, the company is transforming its image with new packaging and a fresh marketing approach.
“The bakery section hasn’t seen a lot of change – and for a long time, that was just fine. But today’s consumer is looking for more,” said Chimene Mayne-Ross, founder and CEO of Killer Brownie.
“Killer Brownie is here to bring bold flavor, unapologetic indulgence and a loud brand personality. We’re not just introducing something new – we’re making the bakery section a destination, giving people something they’ll be excited to seek out.”
According to the company, Killer Brownie’s rebrand is rooted in four core characteristics: “unapologetic, rebellious, confident and mischievous.” This comes to life through eye-catching packaging that makes a statement in the bakery. Featuring a signature bright blue color and bold typography, the new look is designed to draw consumers in.
At the heart of the rebrand is the new motto, “Live a Little,” inviting fans to embrace indulgence.
“Killer Brownie is more than just a dessert; it’s an experience,” said Raouf Moussa, chief growth officer at Irresistible Foods Group.
“We’re building on the brand’s impressive legacy of flavor and bringing it to life in a way that can’t be ignored. By combining bold marketing with dynamic in-store presence, we’re giving fans a new reason to get excited about dessert.”
Founded in 1988 at Dorothy Lane Market in Dayton, Ohio, Killer Brownie began as a “best-kept secret,” an item made with rich layers and high-quality ingredients. Over the years, its flavors and loyal social following have transformed it beyond a local favorite.
Through its partnership with Irresistible Foods Group, Killer Brownie is expanding to more than 15,000 retail doors and launching direct-to-consumer availability on KillerBrownie.com for the first time.
Products launching on its website:
- Triple chocolate with caramel: chocolate brownie loaded with chocolate chips, featuring a layer of caramel and more chocolate chips in the center;
- Cookie Dough with Caramel: Golden chocolate chip Killer Cookie dough and rich chocolate brownie with a layer of caramel and extra chocolate chips;
- Chocolatier: A rich chocolate brownie made with premium milk chocolate chips;
- Brookie: Golden chocolate chip Killer Cookie baked atop rich chocolate chip fudge brownie;
- Kitchen Sink: A blonde brownie mixed with rainbow sprinkles and topped with M&M’s and mini chocolate chips; and
- Assortment Box: An assortment of 16 caramel-stuffed Killer Brownie bites in four flavors—Cookie Dough, Original, Confetti and Triple Chocolate.
About Killer Brownie
Killer Brownie is a national line of layered brownies that began as a local sensation in Dayton, Ohio. In 2024, Killer Brownie joined Irresistible Food Group (IFG), a family of brands committed to elevating foods with quality and craft. This partnership is accelerating Killer Brownie’s growth, expanding its reach and bringing brand loyalty to the bakery section.